In 2022, home care is performing well due to the reopening of the economy in 2021 which continues to positively impact home care sales as lifestyles resume a greater degree of normality. Nevertheless, the industry now faces a new set of challenges due to high global inflation rates, which are causing some consumers to trade down to lower-priced products and prioritise more essential items.
In 2022, home care is benefiting slightly from the reopening of the economy post COVID-19, given that people are leaving their homes more and engaging in social activities, which is leading to rising demand within the on-trade. Likewise, the reopening of universities and schools has positively impacted categories such as laundry care, due to consumers wearing more clothes and needing them washed more frequently.
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.
Despite the financial issues being seen in Jordan, such as the extortionate inflation rates, the economy countries to grow with GDP growing by 3% in Q1 2022. Likewise, the unemployment rate is declining as it decreased to 23% in Q3 2022.
Jordan has invested, and continues to invest, significant sums in its infrastructure, with its road network plentiful and 100% paved. The reopening of schools when restrictions eased in 2021 increased the level of traffic on the roads compared to the previous year.
Home care is projected to experience moderate growth in current value sales over the forecast, representing a significant improvement on the review period. As lifestyles become increasingly hectic, habits that developed during the pandemic are set to advance further, such as e-commerce and hyperlocal delivery as consumers will increasingly appreciate convenience.
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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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