Competitive Landscape
Local Players Drive Growth with Affordable Pricing
The surface care market in Jordan is relatively concentrated, with the top two brands, Al Emaq and Cetris, holding a significant combined share. In 2025, Al Emaq and Cetris remained the leading brands, consolidating their positions through affordable pricing and strong local retail distribution.
Evolving Product Formats Drive Convenience and Premiumisation
Evolving product formats significantly impacted the surface care category in Jordan, with consumers embracing formats that offer enhanced convenience and improved performance. The demand grew for formats like concentrated liquids, wipes, multifunctional sprays and dissolvable pods, reflecting a broader consumer preference for efficiency without compromising cleaning efficacy.
No Significant Mergers or Acquisitions
There were no notable mergers or acquisitions in 2025 or anticipated in 2026, with this stability in the competitive landscape suggesting that companies are focusing on other strategies to gain a competitive edge. Local players are driving growth through affordable pricing and strong distribution networks, which suggests businesses in the market can capitalise on the growing demand for affordable and locally tailored products.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface 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 Surface 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 Surface 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 Surface Care in Jordan?
- Which are the leading brands in Surface Care in Jordan?
- How are products distributed in Surface 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 Surface Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Surface Care in Jordan - Category analysis
Key Data Insights
Strong Performance Driven by Multifunctional Products and Sustainability
Strong Performance Driven by Multifunctional Products and Sustainability
Multipurpose Cleaners Dominate Sales Thanks to Their Versatility and Convenience
Innovative Product Formats and Sustainability Drive Premiumisation
Multipurpose Cleaners to Remain the Largest Category
Multipurpose Cleaners and Home Care Disinfectants Will Continue Growing
Sustainability and Health Trends to Drive Premiumisation
Local Players Drive Growth with Affordable Pricing
Evolving Product Formats Drive Convenience and Premiumisation
No Significant Mergers or Acquisitions
Small Local Grocers Lead Surface Care Sales
E-Commerce Gains Traction with Convenience and Competitive Prices
No Emerging Retail Brands or Concepts Identified
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:
Surface Care
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
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 Surface Care research and analysis database.
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