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Rising prices, economic growth, and a tourism boom support sales in 2025
Value sales of hot drinks in Jordan rose in 2025, driven by higher prices for tea and coffee. Global coffee prices increased during the year, while tea prices were pushed up by higher shipping costs from Sri Lanka as shipments pass through the Red Sea. Jordan’s improving economic conditions also supported growth in the category. The country’s GDP expanded by 2.7% in the first quarter of 2025, while the unemployment rate declined to 21.3% over the same period. In addition, strong growth in tourism contributed to market expansion. Jordan experienced a tourism boom in 2025, with the number of visitors increasing significantly. According to the Ministry of Tourism and Antiquities, tourist arrivals in the first seven months of 2025 rose by 15.6% compared to the same period in 2024. Nearly 4 million visitors arrived during this period, up from 3.4 million in the first seven months of the previous year.
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Overview:
Understand the latest market trends and future growth opportunities for the Hot Drinks 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:
- Coffee
- Tea
- Other Hot Drinks
If you're in the Hot Drinks 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 Hot Drinks 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 Hot Drinks in Jordan?
- To what extent are health considerations impacting consumption of Hot Drinks in Jordan?
- What are the traditional preferences in Hot Drinks in Jordan? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Hot Drinks in Jordan?
- Which are the leading brands in Hot Drinks in Jordan?
- How are products distributed in Hot Drinks in Jordan?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Hot Drinks?
- Where is future growth expected to be most dynamic?
Hot Drinks in Jordan
Rising prices, economic growth, and a tourism boom support sales in 2025
KEY DATA FINDINGS
Value sales increase, driven by rising coffee and tea prices
Foodservice sales benefit from increased socialising
A positive outlook supported by population and tourism growth
Foodservice sales boosted by popularity of cafés and the FIFA World Cup
Growth of e-commerce as delivery platforms and retailers extend their reach
Leading Ameed benefits from strong brand recognition
Marouf gains momentum in 2025, attracting Ameed’s customers
Food/drink/tobacco specialists lead as consumers value coffee from specialised roasteries
E-commerce growth supported by its convenience and increased advertising
Foodservice vs retail split
Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2020-2025
Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2020-2025
Table 3 Retail Sales of Hot Drinks by Category: Volume 2020-2025
Table 4 Retail Sales of Hot Drinks by Category: Value 2020-2025
Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2020-2025
Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2020-2025
Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 9 Total Sales of Hot Drinks by Category: Total Volume 2020-2025
Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2020-2025
Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2021-2025
Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2022-2025
Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2020-2025
Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2020-2025
Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2025
Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2025-2030
Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2025-2030
Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2025-2030
Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2025-2030
Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2025-2030
Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2025-2030
Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2025-2030
Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
key data findings
2025 Developments
Growth fuelled by rising coffee prices and cultural demand
Industry Performance
Coffee bean price rises drive value growth in 2025
Deep cultural significance of coffee
What’s Next?
Continued expansion driven by population and tourism growth, and demographics
E-commerce and foodservice to sustain their growth trajectory
Evolving, sophisticated coffee preferences
Competitive Landscape
Ameed’s lead supported by its longstanding presence
Marouf gain momentum in 2025
Channels
Strong consumer preference for purchasing ground coffee from roasteries
Convenience and advertising drive e-commerce’s dynamism
Category Data
Table 26 Retail Sales of Coffee by Category: Volume 2020-2025
Table 27 Retail Sales of Coffee by Category: Value 2020-2025
Table 28 Retail Sales of Coffee by Category: % Volume Growth 2020-2025
Table 29 Retail Sales of Coffee by Category: % Value Growth 2020-2025
Table 30 NBO Company Shares of Coffee: % Retail Value 2021-2025
Table 31 LBN Brand Shares of Coffee: % Retail Value 2022-2025
Table 32 Forecast Retail Sales of Coffee by Category: Volume 2025-2030
Table 33 Forecast Retail Sales of Coffee by Category: Value 2025-2030
Table 34 Forecast Retail Sales of Coffee by Category: % Volume Growth 2025-2030
Table 35 Forecast Retail Sales of Coffee by Category: % Value Growth 2025-2030
key data findings
2025 Developments
Shifting consumer preferences
Industry Performance
Sales supported by price increases and steady demand
Rising popularity of green tea
Ongoing migration to packaged tea
What’s Next?
Positive outlook with an expanding population and tourism growth
FIFA World Cup to provide an additional boost
Rising health consciousness drives demand for green tea
Competitive Landscape
Leading Alghazaleen appeals to Middle Eastern tastes
Al Rabea strengthens its position with flavour variety and extensive advertising
Channels
Convenience, personalised service, and strong local presence ensure small local grocers lead
Convenience and advertising drive strong growth of e-commerce
Category Data
Table 36 Retail Sales of Tea by Category: Volume 2020-2025
Table 37 Retail Sales of Tea by Category: Value 2020-2025
Table 38 Retail Sales of Tea by Category: % Volume Growth 2020-2025
Table 39 Retail Sales of Tea by Category: % Value Growth 2020-2025
Table 40 NBO Company Shares of Tea: % Retail Value 2021-2025
Table 41 LBN Brand Shares of Tea: % Retail Value 2022-2025
Table 42 Forecast Retail Sales of Tea by Category: Volume 2025-2030
Table 43 Forecast Retail Sales of Tea by Category: Value 2025-2030
Table 44 Forecast Retail Sales of Tea by Category: % Volume Growth 2025-2030
Table 45 Forecast Retail Sales of Tea by Category: % Value Growth 2025-2030
key data findings
2025 Developments
Rising demand for indulgent cocoa-based beverages
Industry Performance
Other hot drinks remains a relatively small category
Café treats fuel foodservice growth
What’s Next?
A broader consumer base seeking diverse options
Foodservice sales to benefit from rising tourism
Health and wellness trend will encourage a shift toward better-for-you options
Competitive Landscape
Nesquik’s lead supported by strong advertising and TV advertising
Strong performance of Cadbury Cocoa
Channels
Small local grocers lead, offering convenience and a personalised service
E-commerce expansion as consumers appreciate the convenience of online shopping
Category Data
Table 46 Retail Sales of Other Hot Drinks by Category: Volume 2020-2025
Table 47 Retail Sales of Other Hot Drinks by Category: Value 2020-2025
Table 48 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2020-2025
Table 49 Retail Sales of Other Hot Drinks by Category: % Value Growth 2020-2025
Table 50 NBO Company Shares of Other Hot Drinks: % Retail Value 2021-2025
Table 51 LBN Brand Shares of Other Hot Drinks: % Retail Value 2022-2025
Table 52 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2025-2030
Table 53 Forecast Retail Sales of Other Hot Drinks by Category: Value 2025-2030
Table 54 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2025-2030
Table 55 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2025-2030
The following categories and subcategories are included:
Hot Drinks
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
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- Instant Standard Coffee
- Instant Coffee Mixes
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- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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This report originates from Passport, our Hot Drinks research and analysis database.
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