For international brands looking to enter the Jordanian market, there are the usual avenues; direct to consumer, direct to retailer, and working with intermediaries.
FMCG modern trade, online retailers, and specialist stores remain the key retail channels and routes to market for health and wellness products entering Jordan.
However, there are two routes to market which continue to experience growth in Jordan:
Mostly as a result of the Coronavirus pandemic, the food and beverage segment will account for 1% of the total revenue generated through online sales in Jordan by 2023.
Although this is a small percentage in comparison to other markets, this represents a dramatic shift in consumer behaviour in the region.
For the last two decades, online sales of food and beverage products has been lagging in Jordan. However, in the last couple of years this area of eCommerce has seen buy-in from consumers who are now taking advantage of the ability to buy online.
Of course, there are the usual challenges such as timely delivery of perishable goods, and same or next-day delivery, which can only be addressed by eCommerce giants like Amazon and Alibaba. We do expect to see some of the larger Jordanian retail chains increasing their online presence in the coming years, but only time will truly tell.
Another area which is expanding in Jordan, particularly in the health and wellness space, is the demand for private label solutions.
If brands are struggling with market entry, then offering a local retailer the opportunity to get your products in front of consumers through private labelling, then this can be a great route to market.