Global inflation is meaning price-sensitive Jordanians have remained cautious in their purchasing patterns in 2022, forcing them to reduce their spending on tissue and hygiene. However, demand is improving due to the rising awareness of hygiene in response to the COVID-19 pandemic.
In 2022, tissue and hygiene products are performing well due to the reopening of the economy following the easement of COVID-19-related restrictions. The industry is also benefiting from the return of tourism.
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 growing in 2022, with GDP growing by 3% during the first quarter of the year. Meanwhile, unemployment rates are also declining as they sat as 23% during the second quarter of 2022.
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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