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 severe disruption caused by the changes in taxation.
Retail volume sales of tobacco in Jordan rose moderately in 2024, but faster than in 2023. Meanwhile, retail current value sales of tobacco increased fast in 2024, albeit slower than in 2023, as inflationary pressure on prices eased. Nonetheless, changes in taxation led to price increases and maintained much stronger retail value than volume growth in tobacco at the end of the review period.
JT International Jordan increased its retail volume share significantly in 2024 to consolidate its leadership of cigarettes and, as a result, tobacco. The company offered a strong portfolio of cigarette brands, including the top two, LD and Winston. It also tapped into the fastest-growing category, heated tobacco, entering the fray with Ploom in late 2024. Additionally, the player relaunched Camel in Jordan, which had departed the scene over a decade ago.
Small local grocers was the leading distribution channel in tobacco, largely due to its dominance in cigarettes. Most consumers prefer to buy cigarettes conveniently, in the retail outlets closest to their home. However, the channel’s retail volume share dipped in cigarettes in 2024, amidst rising competition from large modern grocery retailers, tobacco specialists and also e-commerce.
Overall, tobacco retail volume sales, following a moderate rise in 2024, are projected to fall moderately in 2025, before recovering to see slight-to-marginal increases through the remainder of the forecast period. High smoking prevalence in Jordan and population growth provide more organic conditions for rising tobacco sales. The tobacco smoking prevalence survey conducted by the Ministry of Health in 2024 revealed that smoking prevalence in Jordan reached 52%. Jordan's Ministry of Health, with support from WHO, officially launched the National Strategy to Combat Tobacco and Smoking in All Its Forms 2024–2030. The new strategy aims to curb smoking prevalence in Jordan in this period.
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Tobacco
Passport Tobacco covers the seven major tobacco categories: Cigarettes, Cigars & Cigarillos, Smoking tobacco (made up of Pipe tobacco and RYO tobacco), Smokeless Tobacco (snuff and chewing tobacco), E-Vapour Products (closed and open); Heated Tobacco; and Tobacco Free Oral Nicotine. Smoking paraphernalia such as pipes, rolling papers, lighters or matches, etc., are not included, nor are nicotine replacement therapy (NRT) products, which are part of Euromonitor's Passport Consumer Healthcare database.
See all of our definitionsThis report originates from Passport, our Tobacco research and analysis database.
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