Consumer health in 2025: The big picture
Over 2025, retail current value sales of consumer health in Jordan are projected to grow healthily, and marginally faster than in 2024. This is partly due to a higher rate of inflation exerting upward pressure on prices. However, sales development continues to be underpinned by population growth, rising self-medication, wider accessibility to OTC products and heightened consumer health and wellbeing awareness. Nonetheless, consumer health’s performance continues to be challenged by economic uncertainty and strong pressure on purchasing power in Jordan.
Key trends in 2025
The increasing self-medication trend in Jordan continues to push sales development in consumer health, especially given the problems of the public national health system in Jordan. For example, long waiting times and weak patient management force consumers to search out prescriptions for analgesics only in cases of very serious pain.
Competitive landscape
GSK Consumer Healthcare is projected to remain the leading company within consumer health in retail value terms over 2025. However, the competitive landscape is highly fragmented, with GSK Consumer Healthcare the only player expected to account for a double-digit retail value share at the end of the review period. Moreover, the leading company is set to see a marginal drop in retail value share over 2025. GSK Consumer Healthcare produces the Panadol, Advil, Voltaren, Otrivin, Panadol Cold & Flu, Lamisil, Eno, Caltrate, and Centrum brands, which cover various categories, such as analgesics, cough, cold and allergy (hay fever) remedies, digestive remedies, dermatologicals and vitamins and dietary supplements. The company’s success is due to its long-standing presence, strong brand portfolio and the proven quality of its products. Its flagship brand, Panadol, is an established, strong brand name, which has become a reference name in consumer health in Jordan.
Channel developments
Pharmacies is projected to continue to overwhelmingly dominate the distribution of consumer health over 2025, followed by health and personal care stores. This is largely due to restrictive local regulations for the distribution of OTC products, which remains mainly confined to pharmacies and health and personal care stores. Pharmacies largely dominate the landscape as they offer by far the widest range of brands and products. Additionally, many consumers continue to prefer to shop in pharmacies in order to obtain expert advice and, therefore, the most suitable products for their condition and needs.
What next for consumer health?
Consumer health in Jordan is projected to register a moderate retail value (constant 2025 prices) CAGR over the forecast period. All the main categories are expected to post positive retail value (constant 2025 prices) CAGRs, as they are not yet saturated, particularly in terms of added-value and innovative products.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Health 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Analgesics
- Cough, Cold and Allergy Remedies
- Digestive Remedies
- Dermatologicals
- NRT Smoking Cessation Aids
- Sleep Aids
- Eye Care
- Wound Care
- Vitamins
- Dietary Supplements
- Weight Management
- Sports Nutrition
- Herbal/Traditional Products
- Paediatric Consumer Health
If you're in the Consumer Health 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 Consumer Health 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 Consumer Health in Jordan?
- Which are the leading brands in Consumer Health in Jordan?
- How are products distributed in Consumer Health in Jordan?
- How has the regulatory and operating environment for Consumer Health changed in Jordan?
- How are considerations such as stress, self-medication and shifting consumer lifestyles shaping demand for Consumer Health
- How significant are wider health concerns and consumer awareness in determining sales?
- Where is future growth expected to be most dynamic?
Consumer Health in Jordan
Consumer health in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for consumer health?
DISCLAIMER
Key Data Findings
2025 Developments
Analgesics remains the most popular OTC category in Jordan at the end of the review period
GSK Consumer Healthcare continues to lead analgesics with its popular Panadol brand
Pharmacies’ dominance of the distribution landscape of analgesics is underpinned by strict regulation
Prospects and Opportunities
Population growth and an increasing focus on self-medication are set to boost retail sales of analgesics
Analgesics retains the potential for continuous innovation efforts
Innovation could target unmet needs like reducing addiction and obtaining better health and wellness results
Category Data
Key Data Findings
2025 Developments
Population size, climatic conditions and growing self-medication trend boost the category performance
GSK Consumer Healthcare’s wider offer helps it to maintain the leading position
Pharmacies dominate distribution amidst the strict regulation of OTC medicines in Jordan
Prospects and Opportunities
Self-medication and population growth to continue to boost sales development
Genomic data to provide key information for new product developments
The outlook is promising for sustainable pharmaceutical manufacturing
Category Data
Key Data Findings
2025 Developments
The demand for digestive remedies is closely linked to the local cuisine and dietary habits
Pfizer leads digestive remedies with a strong brand, but smaller cheaper brands make gains
Pharmacies consolidate dominance with wide and trusted offers of digestive remedies
Prospects and Opportunities
Digestive remedies is well placed to perform positively over the forecast period
Herbal-based product innovations are expected for digestive remedies
Ingredient innovations to support digestive health
Category Data
Key Data Findings
2025 Developments
Positive performance for a developing category in Jordan
Dar-Al-Dawa Development & Investment leads a highly fragmented competitive landscape with its Mycoheal brand
Strict regulation keeps pharmacies to the fore
Prospects and Opportunities
Positive outlook driven by consumers’ increasing interest in skin health
Innovative treatments and projected new approaches in dermatologicals
More natural dermatologicals to gain favour over the forecast period
Category Data
Key Data Findings
2025 Developments
More active population provides the conditions for the positive performance of wound care in 2025
Beiersdorf leads a fragmented competitive landscape through its flagship Hansaplast brand
Pharmacies dominates but there is space for other distribution channels in wound care
Prospects and Opportunities
Expected shift towards more active lifestyles to fuel wound care retail sales
Hydrofibre technology to gain traction in wound care
Increasing wound healing rate is likely to reduce the environmental and financial burden
Category Data
Key Data Findings
2025 Developments
Rising awareness of products and uses drive interest in vitamins and dietary supplements
Entry of small, lower-priced brands increase the pressure on the leading players
Retail e-commerce shows signs of dynamism in the distribution of vitamins and dietary supplements
Prospects and Opportunities
The outlook for vitamins and dietary supplements is healthy
Innovation and technology to help shape the evolution of vitamins
Unlocking sustainability opportunities
Category Data
Key Data Findings
2025 Developments
The demand for weight management and wellbeing is driven by the prevalence of obesity and overweightness among the local population
Small players continue to make retail value share gains
Pharmacies dominates but there is room for other retail channels
Prospects and Opportunities
Numerous growth drivers promise a healthy retail value sales performance
Research and technology to be key factors in category development
Health and wellness products a focus of innovation in new launches
Category Data
Key Data Findings
2025 Developments
A fitness-orientated young adult male audience drives sports nutrition in Jordan
Optimum Nutrition leverages high brand recognition among bodybuilders and serious athletes to lead the field
Retail e-commerce is emerging as a significant distribution channel for sports nutrition
Prospects and Opportunities
Growth is set to be driven by the rising awareness and availability of sports nutrition products
More personalised sports nutrition is anticipated over the forecast period
More plant-based and clean label products to appear
Category Data
Key Data Findings
2025 Developments
Herbal/traditional cough, cold and allergy (hay fever) remedies continue to shape the category
The competitive landscape of herbal/traditional products remains highly fragmented
Government regulation ensures pharmacies’ dominance in the distribution of herbal/traditional products in Jordan
Prospects and Opportunities
Herbal/traditional products is expected to benefit from increasing interest in packaged versions
Advances in technology to enhance product quality and safety
Sustainable development opportunities through herbal/traditional products
Category Data
The following categories and subcategories are included:
Consumer Health
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- Adult Mouth Care
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- Adult Acetaminophen
- Adult Aspirin
- Adult Combination Products - Analgesics
- Adult Diclofenac
- Adult Dipyrone
- Adult Ibuprofen
- Adult Ketoprofen
- Adult Naproxen
- Adult OTC Triptans
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Acetaminophen
- Aspirin
- Combination Products - Analgesics
- Diclofenac
- Dipyrone
- Ibuprofen
- Ketoprofen
- Naproxen
- OTC Triptans
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- Topical Analgesics/Anaesthetic
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- Sleep Aids
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- Antihistamines/Allergy Remedies (Systemic)
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
- Combination Products - Cough, Cold and Allergy (Hay Fever) Remedies
- Cough Remedies
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- Nasal Sprays
- Oral Decongestants
- Inhalant Decongestants
- Decongestant Rubs
- Nasal Decongestant Drops
- Nasal Decongestant Plasters
- Medicated Confectionery
- Pharyngeal Preparations
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- Medicated Shampoos
- Topical Antifungals
- Vaginal Antifungals
- Hair Loss Treatments
- Nappy (Diaper) Rash Treatments
- Antiparasitics/Lice (Head and Body) Treatments
- Antipruritics
- Cold Sore Treatments
- Haemorrhoid Treatments
- Paediatric Dermatologicals
- Topical Allergy Remedies/Antihistamines
- Topical Germicidals/Antiseptics
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Diarrhoeal Remedies
- IBS Treatments
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- Antacids
- Antiflatulents
- Digestive Enzymes
- H2 Blockers
- Proton Pump Inhibitors
- Laxatives
- Motion Sickness Remedies
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- Emergency Contraception
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- Allergy Eye Care
- Standard Eye Care
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- NRT Gum
- NRT Inhalators
- NRT Lozenges
- NRT Patches
- Other NRT
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- First Aid Kits
- Gauze, Tape and Other Wound Care
- Sticking Plasters/Adhesive Bandages
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- Protein/Energy Bars
- Sports Protein Powder
- Sports Protein RTD
- Sports Non-Protein Products
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- Combination Dietary Supplements
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- Aloe
- Combination Herbal/Traditional Dietary Supplements
- Cranberry
- Echinacea
- Evening Primrose Oil
- Garlic
- Ginkgo Biloba
- Ginseng
- St John's Wort
- Other Herbal/Traditional Dietary Supplements
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- Co-Enzyme Q10
- Combination Non-Herbal/Traditional Dietary Supplements
- Eye Health Supplements
- Fish Oils/Omega Fatty Acids
- Glucosamine
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- Calcium Supplements
- Mineral Supplements
- Probiotic Supplements
- Protein Supplements
- Other Non-Herbal/Traditional Dietary Supplements
- Paediatric Vitamins and Dietary Supplements
- Tonics
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- Multivitamins
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- Vitamin A
- Vitamin B
- Vitamin C
- Vitamin D
- Vitamin E
- Other Single Vitamins
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- Meal Replacement
- OTC Obesity
- Slimming Teas
- Supplement Nutrition Drinks
- Weight Loss Supplements
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- Herbal/Traditional Topical Analgesics
- Herbal/Traditional Sleep Aids
- Herbal/Traditional Cough, Cold and Allergy (Hay Fever) Remedies
- Herbal/Traditional Digestive Remedies
- Herbal/Traditional Dermatologicals
- Herbal/Traditional Paediatric Dietary Supplements
- Herbal/Traditional Dietary Supplements
- Herbal/Traditional Tonics
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- Allergy Eye Care
- Antihistamines/Allergy Remedies (Systemic)
- Paediatric Allergy Remedies
- Topical Allergy Remedies/Antihistamines
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- Paediatric Acetaminophen
- Paediatric Aspirin
- Paediatric Combination Products - Analgesics
- Paediatric Dipyrone
- Paediatric Ibuprofen
- Paediatric Naproxen
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- Paediatric Allergy Remedies
- Paediatric Cough/Cold Remedies
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- Paediatric Diarrhoeal Remedies
- Paediatric Indigestion and Heartburn Remedies
- Paediatric Laxatives
- Paediatric Motion Sickness Remedies
- Paediatric Dermatologicals
- Nappy (Diaper) Rash Treatments
- Paediatric Vitamins and Dietary Supplements
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Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
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This report originates from Passport, our Consumer Health research and analysis database.
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