Sales of home care saw steady growth in value and volume terms in 2024 despite prevailing economic pressures and elevated inflation. Consumers remain focused on ensuring good hygiene in the home with this boosting demand for disinfectant products while also creating demand for products with antibacterial properties in areas such as air care.
Home care in Jordan saw steady growth in value and volume terms in 2024, including key categories like surface care, laundry care, dishwashing, and home insecticides. Home care has benefited from increasing consumer demand for home hygiene products and improvements in the retail distribution of these products.
In Jordan, home care products continue to be seen as essential for maintaining hygiene levels in the home, with post-pandemic habits emphasising regular cleaning routines. Middle-to-upper-income families often opt for well-known brands and environmentally friendly products, while budget-conscious households lean towards cheaper local products or other cost-effective options.
The economic environment in Jordan remained challenging in 2024 due to external factors, albeit the country still saw moderate real GDP growth. Inflation dropped but rising transport costs due to disrupted trade routes remained a significant challenge.
Every household in the country has access to electricity and the supply is fairly reliable, especially in West Amman. In 2024, among Jordan’s population, 92% had a bath or shower, 98% a refrigerator and 98% a washing machine, all of which supports sales of home care products.
Since the pandemic, there has been an increased emphasis on cleanliness which should continue to drive demand for home care over the forecast period. Products addressing air quality and pest control are also seeing more attention as households look to maintain a safe and clean environment.
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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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