SSLN Webinar | Stabilising Condom Markets - Revisiting a Total Market Approach

Background‍

Condom programs across Sub-Saharan Africa are in crisis. With major donor withdrawals—most notably by the USG—condom access is under serious threat in many countries. Yet, condoms remain one of the most cost-effective HIV prevention tools, especially in generalized epidemic settings. A strategic and well-implemented Total Market Approach (TMA) can help stabilize markets by aligning the roles of free public supply, social marketing, and commercial brands and engaging teh private sector and social businesses to take a more prominent role in supply and supporting demand for sustainable condom markets.

We'll introduce updated concepts of how a TMA can be applied in countries to stabilize and even grow condom use in the context of constrained funding, based on MGH findings from recent analysis and country experience

Objectives

Revisit the importance of condoms to reduce incidence based on new understanding of epidemiology and funding context.
Present an updated vision for the role of a TMA, rooted in country realities and market data, that supports a more sustainable, equitable, and resilient condom market – and can inform planning and procurement decisions for GC8 and other donors.
Engage country-level decision-makers, technical partners, and global stakeholders in practical discussion on how to operationalize a TMA in their context.
Foster South-South learning by drawing on experiences from countries like Zimbabwe, Kenya, and Malawi—highlighting both challenges and progress.

Proceedings

The session opened with Rosemary Kindyomunda (UNFPA) setting the stage, emphasising the urgent need to stabilise condom markets through sustainable, country-led solutions. She underscored the importance of aligning efforts across public, private, and social sectors.

Chris Jones (Mann Global Health) followed with a compelling presentation on “Why a Total Market Approach Now?” He highlighted shifting donor landscapes, growing demand, and the need for coordinated market strategies to safeguard access.

Next, Susie McLean provided an update from the Global Fund, outlining how TMA principles are being integrated into the Fund’s sustainability agenda and preparations for GC8, with a focus on long-term programming and accountability.

A dynamic panel discussion, moderated by Rosemary, brought country-level insights to the forefront:

From Kenya, Stella Gituku (PS Kenya) shared how social businesses are being scaled to fill market gaps and reduce reliance on subsidies.
Matthew Nshindano (Zambia) described how commercial sector actors are entering the condom market and contributing to greater product diversity.
Boniface Epoku (Ministry of Health, Uganda) spoke on Uganda’s shift toward a diversified financing model to sustain condom access.
Adding a private sector lens, Mr. Shiva (Yash Pharmaceuticals) reflected on the role of manufacturers in supporting market stability and affordability.

Together, these contributions showcased practical approaches to market transition, reinforcing the potential of TMA to build resilient, inclusive condom markets.