In 2025, retail current value sales of snacks in Jordan are projected to grow healthily, at a similar rate to 2024. Meanwhile, retail volume sales are expected to rise modestly, with inflationary pressure on prices stimulating retail value sales. The demand for snacks during 2025 is being driven by the natural growth in the population of Jordan. The total population of Jordan approached 12 million in 2025, with over one half of the population below 30-years-old. This population trend is a key factor as young generations like to buy snacks and eat them whilst they watch films at home, for example. The growth in the use of the internet and streaming services like Netflix has meant that young consumers spend a lot of time at home, with snacking a key component of their routine.
The natural growth in the population is set to maintain retail volume growth in 2025. Moreover, Jordan’s population dynamics fuel the growth in snacks as more than one half of the population is under 30-years-old. Young generations and young adults are major consumers of snacks in Jordan.
Mudieb Haddad & Sons Co is set to consolidate its leadership of snacks in Jordan with a significant rise in retail value share in 2025. The company has been making Mr Chips savoury snacks since 1983. Moreover, it has introduced a new tortilla chips brand, Mr Tortilla, to compete with international brands. The player’s strength in the main category, savoury snacks, underpins its overall leadership of snacks.
Small local grocers is set to largely maintain its retail value share to remain the dominant distribution channel in Jordan during 2025. Impulse buying of snacks is high amongst young consumers in Jordan, and they often seek to buy from shops that close to where they live. In addition, small local grocers offer relatively low prices, which fits with the purchasing power of many young consumers.
Retail volume and value (constant 2025 prices) sales of snacks are set to grow modestly-to-moderately over the forecast period. Growth in snacks is likely to be driven by natural growth in population. Moreover, Jordan’s demographic dynamics continue to play a role, with over one half of the population under 30-years-old. Most sales of snacks are derived from young generations, including young adults.
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Snacks
This report originates from Passport, our Snacks research and analysis database.
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