In 2023, home care in Jordan has experienced growth in both current value and volume sales, primarily attributed to the surge in on-trade sales rather than retail transactions. Notably, retail home care product prices have witnessed a slight decline, leading to an increase in volume sales compared to current value.
In 2023, home care in Jordan has witnessed notable shifts in consumer behaviour and dynamics. E-commerce sales of home care products have experienced significant growth, driven by the increased adoption of online shopping platforms in the country.
Typically, mothers carry out the various cleaning jobs in Jordanian homes, although daughters often also help out in some families. Maids are employed quite often by middle- or upper-income households, the latter typically comprising expatriates working in the country.
Economic expansion was observed in Q1 2023, with a notable increase in GDP, reflecting positive growth. The sectors of retail, restaurants, and tourism experienced the most substantial growth during this period.
Every household in the country has access to electricity and the supply is fairly reliable, especially in West Amman. In 2023, among Jordan’s population, 90% had a bath or shower, 98% a refrigerator and 97% a washing machine, all of which supports sales of home care products.
Over the forecast period, home care is anticipated to experience sustained growth, both in the retail and on-trade segments. The expansion is expected to be driven by population growth alongside increasing tourism rates and a rising trend of dining out.
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Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See All of Our DefinitionsThis report originates from Passport, our Home Care research and analysis database.
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