Tobacco in 2024: The big picture
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.
2024 key trends
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.
Competitive landscape
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.
Retail developments
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.
What next for tobacco?
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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Overview:
Understand the latest market trends and future growth opportunities for the Tobacco 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Cigarettes
- Cigars, Cigarillos and Smoking Tobacco
- Smokeless Tobacco, E-Vapour Products and Heated Tobacco
If you're in the Tobacco 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 Tobacco 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 Tobacco in Jordan?
- Which are the leading brands in Tobacco in Jordan?
- How are products distributed in Tobacco in Jordan?
- Which category is the most heavily taxed in Jordan?
- How is the operating environment for Tobacco changing?
- What are the current legislative restrictions applicable to the sale of Tobacco products in Jordan?
- How has COVID-19 impacted demand?
- How have national lockdown and enforced home seclusion following COVID-19 impacted sales?
- Where is future growth expected to be most dynamic?
Tobacco in Jordan
Tobacco in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tobacco?
Legislation
TAXATION AND DUTY LEVIES
DISCLAIMER
Key Data Findings
2024 Developments
New excise taxes favour a shift to cigarettes
The leading players introduce novelties in the market
Wide access offers a competitive edge to small local grocers
Prospects and Opportunities
Taxation changes to continue to pique interest in cigarettes
Rising health awareness to slow retail volume growth
New flavours to appear in cigarettes
Category Data
Key Data Findings
2024 Developments
Smoking tobacco shapes the overall performance
Mazaya enjoys strong distribution and a high profile to dominate smoking tobacco
Broader selections and convenience push traffic through supermarkets
Prospects and Opportunities
Population growth and higher tourism flows to support positive sales trajectory
Tourism to stimulate on-trade consumption
High taxation of e-vapour products to stem crossover from shisha players
Category Data
Key Data Findings
2024 Developments
Heated tobacco benefits from migration from e-vapour products and new launches
Companies invest in heated tobacco and e-vapour products but the competitive landscapes remain highly fragmented
Tobacco specialists monopolise e-vapour products but continue to cede ground in heated tobacco
Prospects and Opportunities
High taxation to disrupt retail volume and value sales split of e-vapour products in the early forecast period
Shift to perceived less harmful alternatives to boost heated tobacco and e-vapour products
Players to focus innovation on heated tobacco
Category Data
The following categories and subcategories are included:
Tobacco
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- Fine Cut Cigarettes
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- Cigarettes (Illicit+Legal)
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- Cigars
- Cigarillos
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- Pipe Tobacco
- Fine Cut Tobacco
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- Chewing Tobacco
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- Loose US-Style Moist Snuff
- Portion US-Style Moist Snuff
- Swedish-Style Snus
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- Closed System Single Use
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- Closed System Rechargeable (including starter kits)
- Closed System Cartridges
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- Open Vaping Systems Charging and Vapourising Devices
- E-liquids
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- Tobacco Heating Devices
- Heated Tobacco
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- Nicotine Pouches
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- Closed System Single Use (Illicit+Legal)
- Closed System Cartridges (Illicit+Legal)
- E-Liquids (Illicit+Legal)
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 definitionsWhy buy this report?
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- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Tobacco research and analysis database.
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