1. A Total Market Approach for Condoms in Nigeria
Omini Efiong, AIDSFree October 24, 2017

2. The Nigeria condom market is large and diverse and offers opportunity for more strategic and effective partnerships between the public and private sector.
This presentation highlights the results of the condom market landscape assessment completed in Nigeria in March, 2017

3. But, the condom market is failing those at risk of HIV.

4. Condom use is disproportionately lower among
Young women (ages 15 – 24)
Rural population
Poorest wealth segments

5. > 600 million condoms needed per year to close the condom gap in Nigeria
Estimated condom needs of 1.15 billion
~400 million condoms used Nigeria
Condom need estimates are based on 90% consistent condom use
The gap between current condom Use* and total Need to achieve full coverage (90% consistent use) is ~ million condoms.
Additional commodity costs alone run $18 million/year + to support the use/need gap**
Implications: Bridging the annual 600 m condom gap will require leveraging the relative strengths of of all sectors – public, social marketing, and commercial partners – to achieve 90% condom use with non-regular partners as outlined in 20 by 20 objectives.
Use estimates based on existing market size of commercial (estimated), public, and social marketing sectors.
**based on procurement estimate of $0.03 USD condom
Source: USAID 2017

6. A total market approach for condoms
ENGAGING WITH PRIVATE SECTOR
UNDERSTANDING MARKET CONDITIONS
ENSURING A SUSTAINABLE HEALTH MARKET
Donors and governments are interested in more strategic engagement, coordination and leveraging of the private sector to reach all segments of the population
A sustainable condom market requires a market-based approach to program strategy and investment.
This requires understanding market conditions and opportunities to grow and sustain the condom market in Nigeria.

7. A total market approach to condoms can help…
Better target free or subsidized condoms to the underserved
Create demand for consistent condom use among key populations at risk for HIV
Reduce supply chain inefficiencies and overlaps across sectors and programs
Ensure policies and regulations better enable private sector participation and market growth of high-quality condoms
Coordinate market players (public, private-for-profit, NGO, donors, implementers, etc.)
A total market approach to condoms can help…
TMA AIMS TO INCREASE EQUITY & ACCESS TO COST-EFFECTIVE HEALTH PRODUCTS AND SERVICES BY MAXIMIZING THE COMPARATIVE ADVANTAGE OF ALL THE SECTORS.

8. AIDSFree in Nigeria
Project objective: To enhance sustainable condom programming using a TMA.
Support Government stewardship for TMA
Strengthen informed demand creation for condoms
Generate market intelligence

9. Nigeria’s condom market Size & Trends1
Nigeria’s condom market
Size & Trends

10. Total Condom Market Socially marketed brands comprise close to 60% of the condom market
Source: USAID 2017
Discuss the large investments made over time in social marketing.

11. Public Sector Free Condom Market
Source: USAID 2017

12. Trends in Market Share
Socially-marketed condom sales have plateaued from peak in 2012; commercial sector sales are increasing
Source: USAID 2017

13. Considerable Condom Choice on the Market
>100 brands available
Most of these brands are not registered with NAFDAC
32 importers have registered brands
Considerable choice on market: FP Watch found just under 100 brands on the market – most unregistered.
Supported by fairly large # players: 32 importers have registered brands w/ NAFDAC. That number includes a) 2 social marketers; b) 1 larger commercial entity, the Reckitt Benckiser Group supporting the Durex brand; c) 3-4 other pharmaceutical importers that have ‘franchised’ a brand (such as Zubdy Max Ltd. Importing Karex condoms); d) and 8-12 importers that have created and invested in their own condom brand, such as Jones condom. Many more suitcase importers bring condoms in, often as one off to fill container space.
Source: Hoel_080523_DSC1751

14. Most Commonly-Used Condom Brands
Source: NPC [Nigeria] and ICF International

15. A snapshot of the range of condom brands at various price points
Social Marketers contributing to robust market: competing SM entities introducing variants, premium brands aiming for cross subsidization
Market taking care of quality issues itself – very low end, low quality condoms have yet to gain foothold in the market – with most commercial brands clustering tiers above SM pricing.

16. Condom Use A closer look at consumers16 2
Condom Use
A closer look at consumers

17. Use of Condom Brands by Wealth Category
Limitation of this analysis is that it doesn’t reflect Fiesta because it dates back to Pending willingness to pay study results will further enlighten us on unnecessary subsidies for wealthier quintiles.
Source: NPC [Nigeria] and ICF International

18. High Geographic and Wealth Disparities in Condom Use
Source: JSI 2014.

19. 19 3
Condom Sourcing

20. Condom Availability Rural vs. Urban
Higher availability in urban areas overall. Efforts need to be made to orient free condoms to rural areas.
Source: USAID 2017; FPWatch 2016

21. Across almost all zones, condoms are more available in the private sector
Source: FPwatch Group 2016.
Condom outlet penetration quite high. Availability drops in public sector, likely related to challenges (hence addressed) of MoH policy to eliminate user fees that formally supported last mile distribution. Pockets of low availability persist, such as NW and SW public sector.

22. Snapshot of brands available in the drug shops and pharmacies
Source: FPwatch Group. (2016). FPwatch Study Reference Document: The Federal Republic of Nigeria, Washington DC: PSI

23. Program & Market considerations4
Program & Market considerations

24. Condom Programming Gaps
< 50% of women know where to obtain a condom
Among the poorest wealth segment, only 57% feel condoms are accessible
Condom use among men with 2 or more partners:
Only 11% among rural men
~1% of poor men (lowest wealth segment)

25. To help grow and sustain a condom market that achieves public impact will require…
Targeted distribution & demand generation
Coordination of public, commercial and social marketing sectors
Commercial partnerships & improved regulatory environment

26. Total
Market Approach
This will take moving from conventional social marketing programming to a total market approach that reaches all population segments

27. Thank You!