In 2023, tissue and hygiene in Jordan has experienced modest growth, primarily attributed to increased sales of tissues, menstrual care, and AFH tissues. This growth was counterbalanced by declines in categories like wipes and diapers, reflective of a decline in birth rates in the country.
In 2023, tissue and hygiene in Jordan is being impacted by the global inflation rates which are encouraging lower-income consumers to trade down to cheaper brands and unpackaged products. This is especially being seen with nappies/diapers/pants and retail tissue.
Reproductive health is discussed once at school in the 8th grade. However, the bulk of the responsibility is left to mothers or other female relatives to inform their daughters about menstruation and having children.
Jordan's economy is showing signs of growth, with a 3% increase in GDP during the second quarter of 2023. Concurrently, the unemployment rate is on a downward trajectory, reaching 22% in the same period.
The majority of retail tissue and hygiene products are purchased in traditional grocery outlets as these are the most visible shops throughout the country and, as such, are the most widely accessible to consumers. Supermarkets continued to penetrate with numerous outlets around the country and in the capital city, Amman due to Carrefour and Safeway that cater to mid- and upper-income consumers.
Over the forecast period, tissue and hygiene products will continue to see impressive growth, excluding nappies/diapers/pants. Due to the declining birth rate in the past three years, such products will naturally see declining demand.
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See All of Our DefinitionsThis report originates from Passport, our Tissue and Hygiene research and analysis database.
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