1. Using Market And Consumer Data to Identify Inefficiencies In The Condom Market In Myanmar
Htat HW1, Longfield K1, Mundy G1, Win Z1, Montagu D2.
9th World Congress on Health Economics
9 July 2013
1. Population Services International
2. Global Health Sciences, University of California, San Francisco

2. Background © Tamlar Soe
For 15 years, Population Services International/Myanmar has socially marketed condoms to female sex workers (FSW), their male clients (MC), and men who have sex with men (MSM).  
Concerns about cost recovery, appropriate pricing strategies, and the high market share for subsidized condoms led PSI/M to adopt a total market approach (TMA), with the aim of reducing HIV transmission whilst reducing heavy reliance on public subsidy.  
TMA requires that the three sectors - private, socially marketed, and public - work together to “grow the condom market” and meet the needs of different socioeconomic segments of the population. 

3. Methods
Data for market share, volumes, value, and number of condoms on the market were from quarterly condom retail audits conducted by PSI/M,  
Figures on free product distribution came from UNAIDS,
Data on condom use and the SES profile for each target population were from behavioral surveys conducted by PSI/M,
SES profiles were developed by cross-referencing national SES data taken from 2010 National Tuberculosis Prevalence Survey

4. Findings: Condom Use and Market Dynamics
Nearly 90% of the condom market is for high risk sex acts among FSW, MC, and MSM. 
In 2011, the majority of condoms were socially marketed (41%), with heavy subsidy, or were provided free of charge to target populations (52%). 
The commercial sector occupied only 5% of the market. 
There has been a substantial increase in the number of free condoms on the market since 2009, but no growth in commercial brands. 
Despite the large number of free condoms on the market (approximately 19 million), behavioral surveys suggest that socially marketed condoms are the brand used most often by FSW, MC, and MSM (more than 90% for each).  

5. Findings: Wealth Quintiles
Equal distribution of FSW across national wealth quintiles.
55% of MC and 54% of MSM were in the highest two quintiles.

6. Conclusion The condom market is inefficient: Supply exceeds demand
The majority of FSW, MC, and MSM are willing to pay some price for condoms, but the market is flooded with free condoms
MC and MSM benefit from subsidized condoms
Social marketers must work with the public sector to better target free condoms and increases market participation by the private sector.