Introduction
Jordan represents an important market for imported edible oils in the Middle East. Population growth, urbanisation, tourism recovery, and expanding foodservice activity continue to support demand for vegetable oils across households, restaurants, hotels, catering businesses, and food manufacturers. At the same time, limited agricultural resources, water scarcity, and constrained domestic oilseed production make Jordan heavily dependent on imported oils to meet domestic requirements.
The country’s hospitality, restaurant, and catering (HoReCa) sector has expanded steadily in recent years, supported by rising tourism arrivals and changing consumer lifestyles. Increased dining out, food delivery services, and growth in modern retail and food manufacturing have contributed to higher demand for edible oils used in both commercial kitchens and food production.
For Malaysia, these market conditions present opportunities to strengthen palm oil’s position in Jordan. As one of the world’s leading suppliers of palm oil, Malaysia is well placed to support Jordan’s growing edible oil requirements through a combination of competitive pricing, reliable supply, functional performance, and sustainability credentials.
Jordan’s Growing Foodservice and Edible Oils Market
Jordan’s foodservice industry continues to benefit from the recovery of the tourism sector and ongoing urban development. Major tourist destinations such as Petra, Wadi Rum, and the Dead Sea remain important contributors to the economy, supporting demand for hotels, restaurants, cafés, and catering services.
According to Jordanian tourism authorities, approximately 6.47 million visitors arrived in Jordan during the first eleven months of 2025, representing an increase of 14.6 percent compared with the corresponding period in 2024. This recovery has translated into stronger demand across the hospitality sector, with the number of hotels, rooms, and foodservice establishments continuing to expand.
Urbanisation is also reshaping food consumption patterns, particularly in major cities such as Amman and Irbid. Busier lifestyles and rising disposable incomes have increased demand for restaurant dining, takeaway meals, cafés, and food delivery services. International restaurant chains and modern café concepts have expanded their presence, creating greater demand for ingredients that offer consistency, cost efficiency, and reliable performance.
As a result, Jordan’s HORECA sector is estimated to reach approximately USD 341 million in 2025 and is projected to continue growing at around 5 percent annually over the coming years. This expansion is expected to support sustained growth in demand for edible oils used in frying, baking, food preparation, and food manufacturing.
Jordan’s Dependence on Imported Edible Oils
Despite growing demand, Jordan remains highly dependent on imported edible oils. Domestic production of oilseed crops is constrained by water scarcity, arid climatic conditions, and limited agricultural land, making imports essential for meeting national consumption requirements.
In 2024, Jordan consumed approximately 208,000 metric tonnes of edible oils. The market is dominated by sunflower oil, soybean oil, palm oil, and olive oil, each serving different consumer and industrial needs.
Consumption trends over the past five years indicate steady growth in overall edible oil demand. Total consumption increased from 202,400 tonnes in 2020 to 207,800 tonnes in 2024, supported by population growth, expanding foodservice activity, and increasing demand from food manufacturers.
Among the major oils, sunflower oil remains the largest component of consumption, particularly in the retail segment where it enjoys strong consumer preference. Palm oil, meanwhile, recorded one of the strongest growth rates during the period, increasing from 32,100 tonnes in 2020 to 46,500 tonnes in 2024. This growth reflects its growing use in food manufacturing and commercial foodservice operations, where cost efficiency and functional performance are important considerations.
Malaysia supplied approximately 38 percent of Jordan’s palm oil imports in 2024, positioning it among the country’s leading suppliers and providing a strong platform for further market development.
The Role of Malaysian Palm Oil in Jordan
Malaysian palm oil is well positioned to support Jordan’s growing edible oil requirements due to a combination of economic, functional, and sustainability-related advantages.
For foodservice operators, cost management remains a key priority. Palm oil’s competitive pricing relative to many alternative vegetable oils provides an important advantage for restaurants, catering businesses, and food manufacturers operating within increasingly competitive markets. Its natural stability under high-temperature frying conditions also helps extend frying life and reduce oil replacement frequency, contributing to improved operational efficiency.
Beyond foodservice applications, palm oil is widely used across bakery, confectionery, snack food, and food ingredient manufacturing. Its versatility allows manufacturers to utilise a single oil across multiple applications while maintaining consistent product quality and performance.
Malaysia’s established export infrastructure and long-standing reputation as a reliable supplier further strengthen its competitiveness. In addition, the Malaysian Sustainable Palm Oil (MSPO) certification scheme provides assurance regarding responsible production practices, traceability, and sustainability standards. As sustainability considerations become increasingly important for buyers and food manufacturers, these attributes are expected to support the continued competitiveness of Malaysian palm oil in Jordan.
Growth Opportunities for Malaysian Palm Oil
Jordan’s growing demand for edible oils presents several opportunities for Malaysian palm oil suppliers.
The expanding foodservice sector remains an important growth channel. Hotels, restaurants, cafés, and catering companies require large volumes of frying oils and food ingredients, creating opportunities for palm oil products that deliver consistent performance and cost efficiency.
Food manufacturing also offers significant potential. Growth in bakery products, snacks, confectionery, and convenience foods is expected to support demand for palm-based ingredients and specialty fats. Suppliers that can provide consistent quality, technical support, and application-specific solutions will be well positioned to strengthen their presence in the market.
At the same time, increasing interest in sustainability and supply chain transparency presents opportunities for certified sustainable Malaysian palm oil. Growing awareness of responsible sourcing practices among importers, manufacturers, and institutional buyers is expected to support demand for products backed by recognised certification and traceability systems.
Market Outlook
While regional geopolitical tensions may create short-term uncertainties for tourism activity and logistics networks, Jordan’s structural dependence on imported edible oils remains unchanged. Temporary fluctuations in tourism arrivals or transportation costs may affect certain segments of the market, but the underlying drivers of edible oil demand continue to be supported by population growth, urbanisation, foodservice expansion, and food manufacturing development.
Over the medium term, these fundamentals are expected to support continued growth in edible oil consumption, creating favourable conditions for Malaysian palm oil suppliers seeking to expand their presence in the Jordanian market.
Conclusion
Jordan’s growing foodservice sector, expanding edible oil demand, and continued reliance on imports create favourable conditions for Malaysian palm oil. Palm oil’s competitive pricing, versatility, stable supply, and strong performance across foodservice and food manufacturing applications position it well to capture future growth opportunities. Supported by Malaysia’s sustainability initiatives and established trade relationships, Malaysian palm oil is well placed to strengthen its role in Jordan’s edible oils market in the years ahead.
Prepared by:
Muhammad Kharibi
