Despite ongoing cost-of-living constraints and subdued value growth in 2025, tissue and hygiene in Jordan demonstrated notable resilience relative to regional peers, with retail sales reaching JOD285 million and robust volume supported by essentials-focused consumption. The attractiveness of this landscape is underpinned by the dominance of local manufacturers who continue to outpace international competitors through price leadership, efficient pack sizing, and local sourcing, enabling them to r

In 2025, menstrual care in Jordan saw a marginal retail volume decline of 0.5%, reaching 612 million units, even as value sales continued to rise, up 0.6% to JOD71 million. The slight contraction in volume reflected mounting cost pressures on consumers, with inflation at 2% and a persistently high female unemployment rate exceeding 30%. Compared to broader regional and global trends, Jordan’s performance was stable in terms of volume but faced ongoing challenges due to the dual impact of taxes;

Nappies/diapers/pants in Jordan recorded a retail volume of 1080 million units in 2025, marking a slight decline of 1% after the previous year’s double-digit surge, which was driven by pantry loading and a sharp shift in purchasing behaviour. While the wider region in 2025 continued to experience supply chain instability and inflationary pressures, the Jordanian market displayed resilience by focusing on value, with local producers responding to imported raw material costs by deliberately raisin

In 2025, retail adult incontinence in Jordan saw robust growth, with retail volume reaching 26 million units, up 5% over 2024. Retail value reached JOD15 million, marking an 8% increase, outpacing the volume growth and reflecting the impact of inflation and shifting consumer preferences. These figures demonstrate that retail adult incontinence in Jordan continues to expand faster than many regional and global markets, driven primarily by household income pressures and weak insurance reimbursemen

In 2025, wipes in Jordan experienced marginal current value growth of 1%, reaching JOD6 million, reflecting a considerable slowdown compared to previous years. The rise in cost of living and persistent high unemployment have made price the decisive factor for most consumers, as evidenced by the growing preference for super-saver bundles and larger pack sizes that lower the cost per unit. This environment has allowed local and regional companies to capitalise on widespread boycotts of internation

Retail tissue in Jordan recorded notable volume growth in 2025, up 2% from 2024, with retail value reaching JOD37 million, a 4% increase year-on-year. This performance is being driven by heightened price sensitivity among middle- and lower-income households, as persistent cost-of-living pressures and stagnant real incomes continue to shape purchasing behaviour. The environment of cautious spending has led to consumers increasingly trading down to more affordable options, favouring local generic

Away-from-home tissue and hygiene in Jordan demonstrated robust value growth in 2025, with institutional sales reaching JOD18 million, up 10% from the previous year. This rise outpaced the regional average, reflecting a notable recovery and renewed business confidence following recent economic pressures. The underlying driver of this performance was a strategic shift among Jordanian businesses, which responded to ongoing structural and external economic stress by pivoting towards locally manufac

The home care market in Jordan exhibited stable growth in 2025, driven by local brands and innovative product offerings, reaching a total retail value of JOD222 million. This growth is expected to continue, with a forecast CAGR of 1% over the next five years, reaching sales of JOD237 million in 2030. The health and wellness trend is a significant driver of innovation, with consumers increasingly seeking products with natural ingredients, reduced chemical footprints and eco-friendly packaging. To

In 2025, the laundry care market in Jordan experienced steady growth, driven by evolving consumer needs and the increasing prominence of local brands. The retail sales of laundry care reached almost JOD111 million, representing 2% current value growth on the previous year. Local brands like Al Emaq gained share by delivering formulations tailored to local preferences, helping to build consumer loyalty and trust.

The dishwashing category in Jordan was experiencing modest value and volume growth in 2025, driven by the expansion of the domestic chemical industry and increasing consumer demand for convenient and safe products. The retail sales of the dishwashing category grew by 1%?in current value terms to USD25.7 million in 2025. The growth was also attributed in part to the increasing urban population, which is likely influencing the demand for dishwashing products, particularly those that offer conveni

In 2025, surface care in Jordan saw a strong performance, supported by a steady economic environment and evolving consumer preferences. The retail sales of surface care were up by 8%?in current value terms to JOD22.7 million, with this growth driven by rising demand for multifunctional products that offer convenience and value, as households continued to streamline their cleaning routines. Sales also continued to benefit from the strong focus on thorough hygiene practices in the home. Although t

In 2025, the bleach category in Jordan maintained low single-digit current value growth, driven by local producers offering cost-effective and accessible products. The category experienced a gradual shift towards fragrance-led and mood-boosting innovations, adding a sensory dimension to a traditionally functional product.

In 2025, toilet care in Jordan saw stable growth of 1% in current value and 2%?in volume terms. This can be attributed to local brands introducing new product formats, particularly gels, which are increasingly preferred for their convenience and effectiveness. The rise of scented, non-toxic and environmentally conscious cleaners also influenced purchasing decisions, as consumers became more health- and safety-conscious.

In 2025, the polishes category in Jordan remained flat, albeit with evolving product formats such as spray and aerosol cans gaining traction. The retail volume of polishes was close to stagnation in 2025, while current value growth was just 1% in this year. The largest category in 2025 continued to be shoe polish, which accounts for a significant portion of the total polishes sales. The dominance of shoe polish can be attributed to its widespread use and the large consumer base in Jordan. Metal

The air care category in Jordan maintained stable growth in 2025, driven primarily by consumer demand for multipurpose solutions and premium products. The retail value of air care products reached JOD14.8 million, representing 2% current value growth from the previous year. This growth was supported by rising median disposable income per household in Jordan in 2025, indicating a modest increase in consumer spending power.

The home insecticides category in Jordan recorded low single-digit growth in 2025, primarily driven by the urban pest-control trend. Rising urbanisation and increasing pest prevalence in densely populated areas led consumers to seek more effective, long-lasting and easy-to-use solutions tailored to indoor environments. This shift supported category value growth, with leading players expanding their urban-focused product lines and strengthening distribution through modern retail and online channe

Rising prices, economic growth, and a tourism boom support sales in 2025

Demographics, improving economic conditions, and tourism drive growth

Retail sales of staple foods in Jordan are supported by population growth, rising female workforce participation, and a rebound in tourism. Urbanisation and fast-paced lifestyles have increased demand, alongside low inflation and declining unemployment, which have helped maintain consumer spending. Looking forward, geopolitical disruptions remain a risk to tourism-driven sales and overall market performance.

Economic freedom continues to face hurdles, but corruption perceptions compare favourably with peers and regional tensions have subsided. Falling inflation has added to economic resilience, but import dependence is high and tariffs could hit exports. High fertility rates support spending on children, but the gender gap is huge and refugees are a drain on resources. E-commerce has yet to take off and there is persistent ICT skills shortages, but the mobile sector will maintain its growth path.

Sales of cooking ingredients and meals grew in 2025 driven by the influx of tourists to Jordan over the first quarter of the year. Jordan's tourism sector experienced a strong recovery, with a 19% increase in international visitor arrivals during the first four months of 2025 compared to the same period in the previous year. The country welcomed over 2.1 million international visitors between January and April 2025. However, despite a rosy picture for the first part of 2025, the impact on cookin

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.

Retail current value sales of dairy products and alternatives in Jordan are expected to continue to rise in 2025, albeit at a slower rate than in 2024. Inflationary pressure on prices is set to boost retail value sales as retail volume sales are projected to fall, albeit following three years of slight increases. Despite a slight dip, compared with 2024, the total population of Jordan is generally on the rise, supporting the performance of dairy products and alternatives. The population of Jorda

The report examines the economic landscape of Jordan and provides information on major monetary indicators, foreign trade and government finance. The economy expanded in real terms in 2024, driven by exports, private consumption, government spending. However, global economic slowdown, increasing geopolitical tensions and economic fragmentation as well as tight financial conditions pose risks to the country’s economic outlook.