Competitive Landscape
Madar Group and Procter & Gamble the Leading Players
The laundry care market in Jordan is relatively concentrated, with the top three companies holding a significant combined share. In 2025, Procter & Gamble Co, the leading company, held a 30% share, followed by Madar Group Jordan with 17% and Henkel AG & Co KGaA with 16%.
Mood-Boosting Ingredients and Wellness Drive Premiumisation
The laundry care market in Jordan is experiencing a shift towards premiumisation, driven by the growing demand for mood-boosting ingredients and health and wellness. Consumers are seeking products that offer more than just cleanliness, driving a trend towards premium aromatic formulations designed to elevate mood and promote emotional wellbeing.
Innovation and Sustainability Will Drive Future Growth Opportunities
Among the demand drivers in the laundry care market in Jordan over the next five years will be eco-friendly and premium products. Local brands such as Loyal, Al Emaq and Bono are well-positioned to capitalise on this trend, having already demonstrated their ability to innovate and adapt to changing consumer preferences.
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Overview:
Understand the latest market trends and future growth opportunities for the Laundry 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 Laundry 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 Laundry 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 Laundry Care in Jordan?
- Which are the leading brands in Laundry Care in Jordan?
- How are products distributed in Laundry 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 Laundry Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Laundry Care in Jordan - Category analysis
Key Data Insights
Local Brands Drive Growth with Affordable, Targeted Solutions
Local Brands Drive Growth with Affordable, Targeted Solutions
Mood-Boosting Ingredients Reshape Consumer Preferences
Laundry Detergents Dominate, Fabric Softeners Show Dynamic Growth
Local Brands Lead Sustainable and Premium Laundry Care Growth
Fabric Softeners and Laundry Aids Drive Growth with Innovation
Sustainability and Premiumisation Drive Business Opportunities
Madar Group and Procter & Gamble the Leading Players
Mood-Boosting Ingredients and Wellness Drive Premiumisation
Innovation and Sustainability Will Drive Future Growth Opportunities
Small Local Grocers and Supermarkets Drive Offline Sales
Retail E-Commerce Gains Traction with Quick-Commerce Services
No New Retail Brands or Concepts Emerge in 2026
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:
Laundry Care
- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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Laundry Care
This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.
See all of our definitionsWhy 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 Laundry Care research and analysis database.
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