Vegetables - Jordan

Jordan

Highlights

Revenue in the Vegetables market amounts to US$1.52bn in 2024. The market is expected to grow annually by 4.34% (CAGR 2024-2029).
In global comparison, most revenue is generated China (US$159bn in 2024).
In relation to total population figures, per person revenues of US$133.60 are generated in 2024.
In the Vegetables market, volume is expected to amount to 666.00m kg by 2029. The Vegetables market is expected to show a volume growth of 2.6% in 2025.0.
The average volume per person in the Vegetables market is expected to amount to 53.5kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Vegetables Market in Jordan is witnessing minimal growth, influenced by factors such as fluctuating agricultural practices, changing consumer preferences towards fresh produce, and the rising demand for convenient processed options, which impacts overall market dynamics.

Customer preferences: Consumers in Jordan are increasingly prioritizing fresh, locally sourced vegetables as health consciousness rises, influenced by a growing awareness of nutritional benefits. This trend is further fueled by younger demographics, who favor organic and sustainable farming practices, reflecting a shift towards environmentally friendly consumption. Simultaneously, the busy lifestyles of urban dwellers are driving demand for pre-cut and ready-to-cook vegetable options, merging convenience with health. These evolving preferences are reshaping the dynamics of the vegetable market in Jordan.

Trends in the market: In Jordan, the vegetable market is experiencing a notable shift towards fresh, locally sourced produce, driven by increasing health consciousness among consumers. This trend is particularly prominent among younger demographics, who are advocating for organic and sustainable farming practices. Additionally, the fast-paced lifestyles of urban residents are elevating the demand for pre-cut and ready-to-cook vegetable options, blending convenience with health. These evolving preferences signify a transformation within the industry, urging stakeholders to adapt their offerings and marketing strategies to align with consumer expectations for quality, sustainability, and convenience.

Local special circumstances: In Jordan, the vegetable market is uniquely shaped by its geographical diversity, with fertile lands in the Jordan Valley and high-altitude areas producing a variety of crops. Cultural practices emphasize fresh, seasonal produce, fostering a strong community connection to local farmers. Additionally, regulatory support for organic farming is gaining momentum, encouraging sustainable practices. These factors, combined with the traditional markets' role in daily life, create a distinct landscape where consumer preferences lean towards fresh, locally sourced vegetables, driving innovation and adaptation among suppliers.

Underlying macroeconomic factors: The Vegetables Market in Jordan is significantly influenced by macroeconomic factors such as national economic health, trade policies, and consumer purchasing power. As the economy stabilizes and grows, disposable incomes rise, leading to increased demand for fresh produce. Additionally, global trends toward health and wellness drive consumer preferences for organic and locally sourced vegetables. Fiscal policies promoting agricultural investment and infrastructure development enhance market access for farmers. Moreover, fluctuations in global commodity prices and trade agreements impact the cost and availability of imported vegetables, shaping the dynamics of domestic supply and consumer choice in the market.

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.