Tanzania Total Market Approach for Condoms: Mixed-Methods Research Results

In Tanzania, condoms are a key contraceptive product. However, the condom market is flooded by donor supply, jeopardizing its sustainability. In response, SHOPS Plus is collaborating with the Tanzanian Government to better coordinate public and private condom distribution through a total market approach (TMA). To inform the strategy, we conducted focus groups with male condom users to understand factors that influence condom selection choices and ability and willingness to pay. We also conducted a retail audit to assess availability of different brands and prices. Preliminary qualitative findings show that men are loyal to subsidized condoms and are willing to pay above market prices. Quantitative data will show areas with high commercial activity and those with insufficient availability of condoms at any price. These data are expected to fill a critical need in the development of a TMA effort and potentially question assumptions behind current condom pricing, branding, and distribution strategies.

This poster was presented by Marianne El-Khoury at the Population Association of America Annual Meeting on April 11, 2019 in Austin, TX.


Tess Shiras; Lauren Rosapep; Sean Callahan

Resource Types
Technical Area
Total Market Approach
Health Area
Family Planning
social marketing
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Sustaining Health Outcomes through the Private Sector (SHOPS) Plus is a five-year cooperative agreement (AID-OAA-A-15-00067) funded by the United States Agency for International Development (USAID). This website is made possible by the generous support of the American people through USAID. The information provided on this website is not official U.S. government information and does not represent the views or positions of USAID or the U.S. government.

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