Jordan is strategically located in the Middle East, sharing borders with Saudi Arabia, Iraq, Syria, Israel, and the West Bank. It spans a total land area of 89,342 square kilometers (34,495 square miles) and has a population of approximately 11.4 million people. With limited arable land and scarce water resources, Jordan relies heavily on imports to meet its food consumption needs, particularly for staple grains such as wheat, barley, corn, and rice. The Government of Jordan (GoJ) prioritizes food security by leveraging global trade opportunities and maintaining strategic stockpiles to address economic and geopolitical challenges. The International Monetary Fund (IMF) projects Jordan’s real GDP growth at 2.9 percent for 2025, with consumer prices expected to rise by 2.4 percent.

As a net food-importing country, Jordan represents a growing market of over 11 million consumers, nearly double its population from a decade ago. The country’s food and agricultural sector depends heavily on imports, including rice, frozen chicken cuts, nuts, fresh apples, cheese, beef, and food preparations. There is also increasing demand for processed foods, health-oriented products, and premium-quality goods. However, due to water scarcity, agriculture’s contribution to the overall economy has been declining for years. While agriculture consumes approximately 50 percent of Jordan’s water resources, it accounts for only 6.9 percent of GDP, a slight increase from previous years. The sector employs 2–3 percent of the labor force, with many agricultural workers originating from Egypt, Pakistan, and Syria. Key components of Jordan’s agricultural sector include horticultural products, poultry, and small-scale herding.  Jordan exports high-end, low-shelf-life fruits, vegetables, and herbs especially to the European market.

Jordanian consumers increasingly demand a diverse range of foreign food and agricultural products that are well-packaged and clearly labeled. In 2024, Jordan imported $3.4 billion in consumer-oriented products

For additional information about Jordan’s food and agriculture sector, see FAS Global Agricultural Information Network (GAIN) reports at https://gain.fas.usda.gov/#/home.

Leading Sub-sectors

• Food Retail Sector
• Food Processing Sector
• Food Service Sector

Market Structure

Jordan’s market structure is straightforward.  Importers are food processors, manufacturers, and agents/distributors, as well as generalists who import a wide range of food products. Larger companies source food ingredients and products directly to lower prices, guarantee product flow, and ensure quality.  Agents/distributors service the food processing and manufacturing sectors.  It is important for U.S. exporters to work with someone local who knows the market well for a specific product.

Opportunities

Jordan’s consumer behavior is gradually shifting, driving increased demand for a variety of imported goods. High-demand products include corn, rice, food ingredients, fresh and frozen seafood, U.S.-origin cheese, premium beef cuts, affordable chicken leg quarters, nuts, and cereals. While the market for candies is expanding, exporters should note that Genetically Engineered (GE) products require prior registration with the Jordan Food and Drug Administration and must comply with strict labeling requirements.

Jordanian consumers are traditionally price-sensitive, but younger Jordanians (ages 15–32) are increasingly influenced by global trends and brands, leading to aspirational purchases. This demographic represents the largest concentration of gross income in the country, despite relatively modest earnings. Supermarket chains are the primary channel for marketing imported food products to middle- and upper-income consumers. Major players such as Hypermax, Safeway, and Cozmo dominate the retail landscape, with growth expected in both physical stores and online platforms. Demand for upscale goods and services is projected to remain strongest through 2030 among Jordan’s top income earners, those with annual incomes exceeding $150,000. Middle-income households, on average, spend $14,000 annually, with approximately 40 percent of discretionary spending allocated to food purchases.

The demand for processed food is also rising, particularly among health-conscious consumers. Jordan’s food processing sector is largely driven by small and medium-sized enterprises (SMEs), which play a key role in supplying processed meats, dairy products, and packaged goods. As health awareness grows, so does interest in nutrient-dense and functional food ingredients. Collaborating with local processors offers a strategic entry point for exporters looking to tap into this expanding market.

For additional information about Jordan’s food and agriculture sector, see FAS Global Agricultural Information Network (GAIN) reports at https://gain.fas.usda.gov/#/home.