Insight into income, wealth and expenditure of consumers and households is vital in helping businesses make strategic decisions with regards to which country (or even which region within a country) to enter, which consumer segment to target, which products or services to market, and at which price point. Other factors such as the size and expansion of the middle class and income inequality are also important in helping companies gauge the potential of a country market.

This report assesses the business environment in Jordan, focusing on the regulatory environment, stability of the financial system, FDI intake, labour market flexibility and skillset, trade openness, mobility infrastructure, ICT adoption and innovative capabilities. Companies can evaluate these factors to understand the strengths and weaknesses of a country’s business environment for better strategic investment decisions.

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 fa

The number of households is set to increase moderately, while the average household size will shrink in Jordan over 2024-2029. Couples with children will remain the dominant household type but the fastest household expenditure growth is forecast to be recorded by single person households. In addition, the share of households living in urban areas is projected to expand to 93.3% by 2029.

Total volume sales of alcoholic drinks in Jordan rose slightly in 2024, while total current value sales increased at a fast rate. The rise in the legal drinking age population helped to boost sales. On the other hand, the limited growth in the consumption of alcoholic drinks was strongly informed by a slowdown in inbound tourism flows, compared with 2023, amidst security concerns in the region. Among the local population, alcohol consumption remains a culturally sensitive subject. However, there

The government raised the taxation rates on all categories of tobacco in Jordan in 2024. Hence, tobacco product prices increased across the board in 2024. Taxation changes favoured cigarettes and heated tobacco as their prices grew by up to 20%. Meanwhile, prices of shisha products rose by up to 40%, while e-vapour products’ prices increased by up to 50%. Hence, some smokers in Jordan switched to cigarettes and heated tobacco as they looked for the most economically viable products amid the seve

Sales of beauty and personal care in Jordan fell in current value terms in 2024, while volume sales rose. The slight decline in value sales reflects the impact of widespread consumer boycotts of international brands due to the Israel-Hamas war, which resulted in a notable shift toward local alternatives.

The population of Jordan is predicted to increase by 25.3%, due to changes in net migration and natural change, standing at a total of 14.5 million citizens by 2040. The birth rate in Jordan is anticipated to fall between 2024 and 2040. Middle Youth (aged 30-44) will represent the largest portion of the population by 2040. Generational cohorts in Jordan will continue to influence consumer expenditure based on their specific purchasing habits and unique demands.

Tissue and hygiene saw strong current value growth in Jordan in 2024. Growth was driven by a number of factors, including ongoing urbanisation and increased consciousness of the significance of cleanliness and hygiene. Demographic developments played a key role. A growing female population and more women entering the paid workforce had an impact on sales, especially in menstrual care. At the same time, an increasing elderly population supported demand for retail adult incontinence.

Sales of home care saw steady growth in value and volume terms in 2024 despite prevailing economic pressures and elevated inflation. Consumers remain focused on ensuring good hygiene in the home with this boosting demand for disinfectant products while also creating demand for products with antibacterial properties in areas such as air care. Sustainability is a growing concern but price remains the key influence on purchasing decisions, while multi-purpose products are also gaining traction.

Soft drinks in Jordan has experienced a shift in consumer preference from international to local brands in 2024, driven by some consumers opting to boycott international brands. This trend is most evident in the carbonates category, where local players have been gaining market share. A decline in tourism has also impacted the product area, leading to a slowdown in on-trade consumption. According to the Central Bank of Jordan, tourism income declined by 6.5% in the first five months of 2024

Corruption is being tackled, but Jordan ranks poorly for economic freedom and external factors are creating instability. Although inflation is low, the economy is struggling as a result of pressures on its borders, leading to lower foreign investment. The populace is growing and ageing is not an issue, but the large presence of lower social classes will limit spending on discretionary items. Internet use is rising and e-governance has made good progress, but online freedoms face restrictions.

Staple foods is set to see total volume growth in Jordan in 2024, though the local economy has been adversely affected by the Israel-Hamas war, with the number of tourists visiting Jordan declining. The fall in tourist numbers has had a direct negative impact on sales through foodservice. Moreover, calls to boycott international brands have affected sales, particularly breakfast cereals, though the impact here was partly mitigated by demand from Western expatriates living in Jordan.

This report covers the retail sector in frontier markets in the Middle East and North Africa. Euromonitor International’s definition of the region includes the following countries

Hot drinks is set to see growth in both retail volume and current value terms in Jordan in 2024. There was a shift towards local brands, as some consumers boycotted Western brands in response to the Israel-Hamas war. This has been most prominent in tea, where local players have been gaining ground over international rivals. The decline in tourist numbers due to the instability in the region has dampened foodservice sales of hot drinks.

In 2024, sales of cooking ingredients and meals grew. The industry, no longer impacted by the COVID-19 pandemic, was boosted by a resurgence in the number of tourists and eating out, which was particularly beneficial to sauces, dips and condiments via foodservice. Despite the effects of global inflation, some categories of cooking ingredients and meals are perceived to be essential, with consumers opting to trade down to more affordable brands rather than reduce their consumption.

Consumer health has seen moderate growth in current value terms in 2024 with stronger gains restricted by the economic uncertainty and declining purchasing power. Sales are being driven by population growth, an increase in self-medication, broad access to OTC products and rising health awareness. However, a drop in tourist arrivals in 2024 due to the Israel-Hamas War and an increase in import costs due to the security crisis in the Red Sea has negatively impacted consumer health in Jordan.

In 2024, value growth in dairy in Jordan is being driven partly by the rising cost of raw materials, particularly milk. An increase in tourism, more women in the workforce, and the expansion of chained supermarkets and hypermarkets is also fuelling growth. Foodservice sales of dairy products, especially to restaurants and coffee shops, continue to grow as Jordanians are eating out and ordering food more often compared to previous years.

Economies in the Middle East and Africa experienced a downturn in 2020 after continuous expansion since 2015. The COVID-19 pandemic, coupled with slumping oil prices, has disturbed countries’ economic development and distorted public finances. Nevertheless, global recovery over 2021-2025 will boost the region’s hydrocarbon exports and drive economic rebound. Furthermore, economic reforms and growing intra-regional cooperation are set to introduce changes to the region’s economic structure.