Fresh Vegetables - Jordan

Jordan

Highlights

Revenue in the Fresh Vegetables market amounts to US$1.40bn in 2024. The market is expected to grow annually by 4.29% (CAGR 2024-2029).
In global comparison, most revenue is generated China (US$101bn in 2024).
In relation to total population figures, per person revenues of US$122.70 are generated in 2024.
In the Fresh Vegetables market, volume is expected to amount to 599.20m kg by 2029. The Fresh Vegetables market is expected to show a volume growth of 2.6% in 2025.0.
The average volume per person in the Fresh Vegetables market is expected to amount to 48.3kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureMethodology

The Fresh Vegetables market in Jordan is witnessing minimal growth, influenced by factors such as fluctuating agricultural yields, changing consumer preferences, and competition from imported produce, all impacting the overall demand for locally sourced vegetables.

Customer preferences: Consumers in Jordan are increasingly prioritizing health and sustainability, leading to a notable shift towards organic and locally sourced fresh vegetables. This trend is fueled by rising awareness of nutrition and environmental impacts, particularly among younger demographics who favor eco-friendly practices. Additionally, urbanization and the busy lifestyles of working professionals are driving demand for convenient, ready-to-eat vegetable options. Cultural preferences for traditional dishes also promote the consumption of specific local varieties, influencing market dynamics significantly.

Trends in the market: In Jordan, the Fresh Vegetables Market is experiencing a surge in demand for organic and locally sourced produce, driven by consumers' heightened focus on health and sustainability. This trend is particularly prominent among younger demographics, who are increasingly aware of nutritional quality and environmental impacts. Moreover, the growing urban population and the fast-paced lifestyles of working professionals are propelling the popularity of convenient, ready-to-eat vegetable options. As traditional dishes maintain cultural significance, market dynamics are evolving, requiring industry stakeholders to adapt supply chains and marketing strategies to meet these shifting consumer preferences.

Local special circumstances: In Jordan, the Fresh Vegetables Market is shaped by a unique combination of geographical and cultural factors. The country's diverse climate allows for a variety of vegetables to be grown year-round, promoting local agriculture. Additionally, traditional culinary practices emphasize fresh produce, creating a strong demand for quality vegetables in local cuisine. Regulatory support for organic farming is also gaining traction, encouraging sustainable practices. These elements together foster a vibrant market that caters to health-conscious consumers while preserving cultural food traditions.

Underlying macroeconomic factors: The Fresh Vegetables Market in Jordan is significantly influenced by macroeconomic factors such as national economic stability, import-export dynamics, and global agricultural trends. The country's economic health, characterized by GDP growth and inflation rates, affects consumer purchasing power and demand for fresh produce. Fiscal policies that support local farmers, such as subsidies and investment in agricultural technology, enhance production capabilities. Additionally, global trends towards healthy eating and sustainable practices resonate with Jordanian consumers, further driving the market. Fluctuations in international prices for vegetables also impact local supply chains, making adaptability crucial for market resilience.

Data coverage:

The data encompasses B2C enterprises. Figures are based on the total consumer spending on food, which comprises all private household spending on food that is meant for at-home consumption (out-of-home consumption is not accounted for).

Modeling approach:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending, and consumer price index. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Food market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year.