Competitive Landscape
Johnson & Johnson and Naterra Strengthen Leadership through Trusted Baby Care Innovations
The baby and child-specific products category in Jordan exhibits a concentrated competitive landscape, with Johnson & Johnson GmbH holding a commanding 57% share of retail sales value in 2025. This strong position, despite a gradual decline, reflects the company's entrenched trust and wide-ranging product portfolio that includes baby shampoos, lotions, powders, and wipes.
Growth in Gentle Formulations Opens New Opportunities for Market Expansion
Despite no mergers in 2025, the market offers opportunities for strategic partnerships and innovation in clean, natural, gentle, and hydrating formulations. Brands communicating safety and efficacy, backed by dermatologist testing and transparent sourcing, will attract discerning parents.
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Overview:
Understand the latest market trends and future growth opportunities for the Baby and Child-specific Products 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 Baby and Child-specific Products 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 Baby and Child-specific Products 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 Baby and Child-specific Products in Jordan?
- Which are the leading brands in Jordan?
- How are products distributed in Jordan?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Baby and Child-Specific Products in Jordan - Category analysis
Key Data Insights
Baby and Child-Specific Products Summary
Employment Growth Fuels Disposable Income
Hair Care as Best Performing Category
Brands Following the Lifestyle-Driven Trend of Clean and Transparent Incredients
Dual-Income Households and Income Growth Sustain Market Expansion Despite Birth Rate Decline
Baby Wipes Fastest Growing While Skin Care Remains the Largest Category
E-Commerce Expansion and Quality Perceptions Reshape Purchasing Behaviours and Brand Strategies
Johnson & Johnson and Naterra Strengthen Leadership through Trusted Baby Care Innovations
Growth in Gentle Formulations Opens New Opportunities for Market Expansion
Grocery Retailers Attract Families with Product Variety and Promotions
Grocers Solidify Family Loyalty While E-Commerce Grows Gradually
Beauty and Personal Care in Jordan - Industry Overview
2025 Developments
Key Data Insights
Rising Digital Engagement Drives Value Growth and Consumer Sophistication
Hair Care Leads Value Sales While Deodorants Leads in Growth
Pantene and Dior Harness Digital Journeys to Transform Consumer Experience
Youthful Consumers and Urban Expansion Drive Value Growth
Hair Care Leads Value While Fragrances Leads Growth Momentum
Digital Engagement and Premiumisation Reshape Business Strategies
Unilever and Procter & Gamble Reinforce Their Lead through Portfolio Strength and Distribution
Mass Beauty Brands Leverage Affordable Innovation and Digital Promotion to Drive Growth
Grocery Stores Lead Beauty and Personal Care Retail
Digital Engagement Propels Retail E-Commerce Growth and Reshapes Consumer Purchasing Behaviour
Country Reports Disclaimer
The following categories and subcategories are included:
Baby and Child-specific Products
- Baby and Child-specific Hair Care
- Baby and Child-specific Skin Care
- Baby and Child-specific Sun Care
- Baby and Child-specific Toiletries
- Baby Wipes
- Medicated Baby and Child-specific Products
- Nappy (Diaper) Rash Treatments
Baby and Child-specific Products
Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.
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 Baby and Child-specific Products research and analysis database.
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