Competitive Landscape
Market Leaders Maintain Their Positions Amid Steady Concentration
Oral care in Jordan exhibited a moderately concentrated structure in 2025, with the top three manufacturers collectively holding 64% of the retail sales price share. GlaxoSmithKline Plc maintains the leading position with a 24% share, closely followed by Colgate-Palmolive Arabia Ltd at 21% and Unilever Levant Co (Lever Fattal Sal), which has increased its share from 18% in 2020 to 19% in 2025.
Innovations in Whitening and Enamel Care Offer Growth Opportunities for Emerging Players
The oral care market in Jordan presents compelling opportunities driven by consumer preferences for whitening and enamel protection products. The leading companies’ focus on these innovations aligns with local demand, influenced by heavy coffee drinking, which increases the desire for effective yet enamel-safe whitening solutions.
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Overview:
Understand the latest market trends and future growth opportunities for the Oral Care 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 Oral Care 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 Oral Care 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 Oral Care 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?
Oral Care in Jordan - Category analysis
Key Data Insights
Oral Care Summary
Economic Stability and Wellness Trends Support Market Gains
Toothpaste Leads Sales, While Dental Floss Gains Traction
Colgate and Sensodyne Harness Whitening and Longevity Trends to Engage Digital Consumers
Consumer Behaviour Drives Strong Market Expansion
Heavy Beverage Consumption and Wellness Focus Shape Product Demand
Digital Innovation Creates Competitive Advantages
Market Leaders Maintain Their Positions Amid Steady Concentration
Innovations in Whitening and Enamel Care Offer Growth Opportunities for Emerging Players
Grocery Retailers Lead Sales, Driven by Convenience and Promotions
Retail E-Commerce Expands Rapidly, Offering New Growth Avenues
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:
Oral Care
- Dental Floss
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- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
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- Manual Toothbrushes
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- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
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- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
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- Toothpaste
Oral Care
This is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth fresheners at-home teeth whiteners and dental floss.
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 Oral Care research and analysis database.
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