Hot drinks is set to see growth in both retail volume and current value terms in Jordan in 2024. There was a shift towards local brands, as some consumers boycotted Western brands in response to the Israel-Hamas war.
The parliamentary elections of September 2024 were expected to provide a boost to consumption of coffee, as Jordanians tend to participate in elections and related gatherings which include drinking water and coffee. For example, voters tend to visit their election candidates’ electoral headquarters.
Coffee and tea are both very important in Jordanian culture and are daily habits. Arabic coffee or Al-Qahwah is especially popular and is an inherent part of the local culture.
Tea and coffee are purchased across all socioeconomic groups through the retail channel. Where socioeconomic differences are seen is in the types of product purchased, whether it is from small local grocers or from modern grocery retailers such as Carrefour or Safeway.
Jordan has invested, and continues to invest, significant sums in its infrastructure. As a result, it has 8,000 square kilometres of road network and a railway, which is used mainly for transporting raw materials to the southern Port of Aqaba.
Over the forecast period, hot drinks in Jordan is expected to witness sustained growth, primarily due to the increase in the number of tourists visiting the country in the coming years. The tourism sector is expected to remain a significant contributor to hot drinks as more tourists visit cafés, restaurants and other foodservice venues.
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Hot Drinks
This report originates from Passport, our Hot Drinks research and analysis database.
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