South Africa: A Total Market Approach for Male Condoms

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Abstract

South Africa has the greatest number of people living with HIV in the world, with an estimated 16.9% of the adult population infected. Although large-scale HIV prevention efforts have resulted in a decrease in new infections, risky sexual behavior and insufficient levels of condom use continue to drive the HIV epidemic. Male condoms are a vital part of South Africa’s HIV prevention strategy, and because condoms offer dual protection against both HIV and unplanned pregnancy, they also play an important role in meeting the need for family planning.

In South Africa, the number of condoms needed to protect all sexual acts from HIV and unplanned pregnancy (universe of need) is much higher than the actual number of condoms on the market (volume). Although public health efforts encouraging condom use for HIV prevention and family planning succeeded in increasing condom use among adults from less than 50% to more than 65% between 2005 and 2008, recent reports show that condom use has decreased among all age groups except women over age 50. This discouraging trend highlights the need for better condom marketing and promotion to increase informed demand, and prevent new HIV infections and unplanned pregnancy.