Competitive Landscape
Local Players Capitalise on Clinical Branding to Outpace Global Rivals
Wipes in Jordan have become more concentrated over the past five years, with leading shares now increasingly captured by a small group of brands, most notably Higeen (Munir Sukhtian Group). In 2025, Higeen secured a 21% value share, up from 17% in 2020, demonstrating a clear trajectory of consolidation and market leadership.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes 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 Wipes 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 Wipes 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 Wipes in Jordan?
- Which are the leading brands in Wipes in Jordan?
- How are products distributed in Wipes 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 Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Jordan - Category analysis
Key Data Insights
Nuqul Group Drives Value-Led Shift as Consumers Abandon Multinationals
Nuqul Group Drives Value-Led Shift as Consumers Abandon Multinationals
Local Brands Capture Health-Conscious Parents with Water-Based Wipes
E-Commerce and Social Platforms Enable Bulk Shopping and Discreet Purchases
Local Brands to Expand Online Offering as Digital-First Strategies Outpace Tradition
Personal Wipes to Maintain Lead as On-The-Go Formats Gain Traction
Local Players Capitalise on Clinical Branding to Outpace Global Rivals
Supermarkets and Hypermarkets Retain Family Shoppers with Value Packs
E-Commerce Attracts New Buyers with Bulk Offers and Convenience
Tissue and Hygiene in Jordan - Industry Overview
Bulk Value-Pack Offerings Boost Affordability and Loyalty
Key Data Insights
Bulk Value-Pack Offerings Boost Affordability and Loyalty
Nappies and Diapers Drive Growth as Essentials Outpace Non-Essentials
Brands Target Sensitive Consumers with Clean Label Launches
Local Brands to Win Trust as Affordability Drives Household Choices
E-Commerce and Local Partnerships to Reshape Distribution and Loyalty
Population Ageing and Rising Costs to Inform Product Innovation and Value
Leading Local Players Capitalise on Affordability to Defend Share
Small Local Grocers Sustain Lead through Bundle Strategies
Retail E-Commerce Accelerates as Families Seek Value and Convenience
Country Reports Disclaimer
The following categories and subcategories are included:
Wipes
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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
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
Wipes
This is the aggregation of personal wipes and household cleaning 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 Wipes research and analysis database.
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