Competitive Landscape
Concentration and Competitive Dynamics in Air Care
The air care category in Jordan is moderately concentrated, with the top three companies holding a significant combined share. In 2025, Reckitt Benckiser Group Plc (RB) led with a 21% share, followed by SC Johnson & Son Inc with 13%, and Spartan Modern Industry Co with 4%.
Multipurpose Functionality Gains Traction
Multipurpose functionality was a key trend in Jordan's air care category in 2025, with consumers increasingly seeking products that deliver convenience and versatility.
Reckitt Sells Air Wick Brand
There was significant merger/acquisition activity in 2025 when Reckitt divested its home essentials portfolio in Jordan, including the Air Wick air care brand. This move is slated to allow Reckitt to focus resources on higher-margin segments and could enable local competitors to gain market share.
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Overview:
Understand the latest market trends and future growth opportunities for the Air Care industry in Jordan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Air Care industry in Jordan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Air Care in Jordan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Air Care in Jordan?
- Which are the leading brands in Air Care in Jordan?
- How are products distributed in Air Care in Jordan?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Air Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Air Care in Jordan - Category analysis
Key Data Insights
Stable Growth Driven by Multipurpose and Premium Solutions
Stable Growth Driven by Multipurpose and Premium Solutions
Spray/Aerosol Air Fresheners Dominate, Electric and Car Air Fresheners See Dynamic Growth
Mood-Boosting Ingredients Drive Innovation and Growth
Local Brands and Premiumisation to Drive Future Growth
Spray/Aerosol Air Fresheners Will Remain Dominant
Mood-Boosting Ingredients and Multipurpose Products to Shape the Future
Concentration and Competitive Dynamics in Air Care
Multipurpose Functionality Gains Traction
Reckitt Sells Air Wick Brand
Small Local Grocers Lead Air Care Distribution Thanks to Their Strong Presence
Retail E-Commerce Grows Steadily, Driven by Convenience and Variety
Multipurpose Products and Premiumisation Drive Channel Trends
Home Care in Jordan - Industry Overview
Local Brands Drive Stable Growth through Innovation
Key Data Insights
Local Brands Drive Stable Growth through Innovation
Bono and Chicco Lead Innovation in Key Categories
Health and Wellness Trend Drives Premiumisation and Innovation
Local Brands and Innovation Drive Growth in Home Care
Laundry Care Will Remain the Largest Category with Steady Growth
Surface Care Drives Growth with Innovative Product Formats
Leading Brands Maintain Grip through Innovation and Pricing
Mood-Boosting Ingredients Enhance Consumer Experience
Brands Innovate with Health and Wellness-Focused Products
Small Local Grocers Dominate Home Care Distribution
E-Commerce Gains Traction with Urban Consumers
E-Commerce Platforms Drive Change in Urban Areas
Country Reports Disclaimer
The following categories and subcategories are included:
Air Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Air Care research and analysis database.
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