Competitive Landscape
Nivea and Gillette Strengthen Positions through Innovation and Digital Engagement
The men's grooming market in Jordan exhibits a moderate concentration, with leading manufacturers like Beiersdorf AG (Nivea), Procter & Gamble UK Ltd (Gillette), and Unilever Levant Co (Axe) holding the largest retail sales shares in 2025. Beiersdorf holds the top position with a 14% share, followed by Procter & Gamble with 12%, and Unilever with 12%.
Declining Shares Reveal Opportunities for Agile Competitors in Evolving Grooming Trends
While Beiersdorf and Procter & Gamble lead, their gradual share declined, suggesting shifts in competitive dynamics and consumer choices. This trend reflects challenges in retaining share amid a market increasingly driven by premiumisation, innovation, and digital engagement.
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Overview:
Understand the latest market trends and future growth opportunities for the Men's Grooming 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 Men's Grooming 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 Men's Grooming 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 Men's Grooming 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?
Men's Grooming in Jordan - Category analysis
Key Data Insights
Men's Grooming Summary
Men's Grooming Grows Amid Rising Disposable Incomes and Trend Adoption
Men's Shaving Is Largest and Best Performing Category
Gillette and Nivea Leverage Longevity and Digital Trends to Boost Brand Presence
Rising Incomes and Digital Influence Accelerate Grooming Product Demand
Men's Shaving Leads in Value, While Men's Fragrances Is the Fastest Growing
Premiumisation and Wellness Narratives Transform Grooming Routines and Brands
Nivea and Gillette Strengthen Positions through Innovation and Digital Engagement
Declining Shares Reveal Opportunities for Agile Competitors in Evolving Grooming Trends
Grocery Retail Leads Everyday Grooming Purchases
Retail E-Commerce Accelerates Growth Driven by Young, Digitally Engaged Consumers
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:
Men's Grooming
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
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 Men's Grooming research and analysis database.
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