Competitive Landscape
Bono and Kiwi Lead with Innovative Product Formats
The polishes market in Jordan is concentrated, with the top four companies holding a significant combined share. In 2025, SC Johnson maintained its leadership with a 35% share, mainly through the Kiwi brand (31%), followed by Cigir Kimya AS with 31%, Ozden Group with 14%, and Spartan Modern Industry Co with 11%.
Multifunctional Products Drive Polish Sales through Diverse Channels
The most important trend shaping the polishes category in 2025 was the evolution of product formats, particularly the introduction of spray and aerosol cans. Bono launched a new polish in an aerosol can format, offering multifunctional benefits such as cleaning, shining and protecting both wood and furniture surfaces.
Opportunities for Businesses in a Stable Market
There were no notable mergers or acquisitions in 2025, and none are anticipated in 2026. Similarly, there were no notable and innovative product launches in late 2025 or planned for 2026.
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Overview:
Understand the latest market trends and future growth opportunities for the Polishes 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 Polishes 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 Polishes 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 Polishes in Jordan?
- Which are the leading brands in Polishes in Jordan?
- How are products distributed in Polishes 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 Polishes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Polishes in Jordan - Category analysis
Key Data Insights
Rising Demand for Multisurface and Easy-To-Use Spray Polishes
Rising Demand for Multisurface and Easy-To-Use Spray Polishes
Multifunctionality and Convenience Drive Polish Sales
Bono Strengthens Position with Innovative Product Formats
Multifunctional Polishes to Gain Momentum
Stable Economic Conditions to Support Market Growth
Bono and Kiwi Lead with Innovative Product Formats
Multifunctional Products Drive Polish Sales through Diverse Channels
Opportunities for Businesses in a Stable Market
Small Local Grocers Continue to Dominate Sales of Polishes in Jordan
Online Channels Gain Traction with Innovative Products
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:
Polishes
- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
Polishes
This is the aggregation of shoe, floor, furniture and metal polish.
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 Polishes research and analysis database.
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