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The Market for Condoms in Southeast Asia

Indonesia, Malaysia, Philippines, Thailand and Vietnam are emerging economies in


ASEAN, with a combined GDP of USD1.9 trillion and population of 524.5 million in
2012. While average GDP per capita for the five countries was USD3595 in 2012, there
is some disparity in income levels among them, ranging from Vietnam with USD1,528 to
Malaysia with USD10,304.

Table 1: Population and GDP for 5 countries in ASEAN - 2012


Country Population GDP GDP per
(millions) (Billion USD) capita (USD)
Indonesia 244.47 878.20 3,592
Malaysia 29.45 303.53 10,304
Philippines 95.80 250.43 2,614
Thailand 64.38 365.56 5,678
Vietnam 90.39 138.07 1,528
Source: International Monetary Fund, World Economic Outlook Database, April 2013

GDP growth is expected to remain relatively strong in 2013, ranging from 6.5% in
Indonesia to 4.0% in Thailand.

In addition to strong economic fundamentals, the region has a growing and increasingly
urbanized middle class. These are positive indicators for condom demand. The HIV
prevalence rate for adults between the ages of 15 to 49 years, another important
demand indicator for condoms, ranges between 0.1% in the Philippines to 1.2% in
Thailand. (Figure 1)

Figure 1: HIV/AIDS in 5 ASEAN Countries, 2011

No. of people with HIV (% of


600,000 population aged 15-49) 25,000
23,000 AIDS related death
500,000 20,000
490,000
400,000
(1.2) 15,000 15,000
300,000 380,000
11,000
(0.3) 10,000
200,000
250,000
5,900 19,000 5,000
100,000 (0.5)
81,000 (0.1)
(0.4) 500 -
0
Thailand Indonesia Vietnam Malaysia Philippines
Source: UNAIDS
Among the 5 countries, Vietnam is predicted to have the fastest growing middle class.
class
About 30% of the population or 27 million lived in urban areas in 2011. This will present
significant opportunities
es for the condom suppliers as consumers in Vietnam become more
aware of the need for condoms, for prevention of HIV and other sexually transmitted
diseases as well as for birth control
control.

Market size

Domestic consumption of condoms in the five Southeast Asian countries in 2012 is


estimated to range between 73730 and 780 million pieces. Indonesia and Thailand are the
two largest markets with the consumption estimated at around 200 – 220 million condoms
in each country. Consumption in Vietnam was estimated at 190 – 210 million pieces,
followed by Malaysia with around 80 million pieces and Philippines with 47 million pieces.
Vietnam registered the fastest growth in the market with 30-40% compounded annual
growth rate (CAGR) between 2008 and 2012.

untries, male condoms account for almos


In the five selected countries, almostt all of the condom
consumption and latex condoms made up approximately 99% of the market. The main
distribution of condoms is through commercial channels, which account for 70% of the
total distribution in Indonesia, 85% in Malaysia, 93% in Philippines, 60% in Thailand and
45% in Vietnam.

Figure 2: Imports of C
Condom into 5 ASEAN Countries (USD million)

34.8 35.7

CAGR: 25.3% 29.5

19.4
16.5
11.0

2007 2008 2009 2010 2011 2012


Source: Global Trade Atlas

Indonesia

The use of condoms in Indonesia is low on a per capita basis, even though domestic
consumption has grown rapidly in recent years. The dominant condom brands in
Indonesia are owned by DKT Indonesia
Indonesia, which controls around 60% of the market.
market Durex,
which has a market share of 10%, is another significant brand. Key Indonesian
manufacturer PT Mitra Rajawali Banjaran (MRB) is currently looking at export
opportunities and retail sales while maintaining its supply to government by tender.

Indonesia imported USD9.6 million worth of condoms in 2012. About 87.5% of the imports
were from Thailand while Malaysia accounted for 11.7% of Indonesia’s imports. For the
period 2007 – 2012, Thailand and Malaysia have improved their import shares in
Indonesia.

The National AIDS Commission of Indonesia has undertaken to renew efforts to


increase the use of condoms and raise awareness of HIV and other sexually transmitted
diseases, particularly among teenagers. There have been efforts to introduce legislation
that would make sex education a mandatory part of Indonesia’s national curriculum, but
this has been an uphill battle in this majority Muslim nation.

Thailand

Thailand has five condom manufacturers, Thai Nippon Rubber Industry Co., Ltd, Suretex
Ltd, Innolatex (Thailand) Ltd, SSL Manufacturing (Thailand) Ltd and Okamoto Rubber
Products Co. Ltd. Nevertheless, Thailand’s imports of condom have risen sharply in the
last five years (CAGR of 113%). Of the total imports of USD4.4 million in 2012, about
76.8% were sourced from Malaysia.

The growth of the Thailand’s condom market has been attributed to increasing condom
purchases by the Thai government and NGOs in recent years. The government is deeply
involved in the promotion, provision and distribution of condoms. Thailand was one of
the first countries to implement a 100% Condom Use Program for sex workers. This has
been successful in reducing the rate of new HIV transmission by over 90%. However, the
overall usage of condoms in Thailand is low. The proportion of the adult population that
uses condoms is at 2.3%, below the global average of around 5%.

The commercial market in Thailand is dominated by Durex with a share of 60%, followed
by One Touch (20%) and Ansell (less than 5%).

Vietnam

Vietnam’s condom market has grown rapidly, benefiting from favorable government
policies and regulations and widespread access. The market for condoms in Vietnam is
shifting from mainly social marketing to commercial distribution. Subsidized brands such
as Hello, Yes, VIP+, OK and Number One constitute about 60% of the condom market. A
wide range of commercial brands such as Durex, Rock, Romantic, Supermen, Simplex
and Innova are also present. In 2012, Vietnam imported USD5.8 million worth of condoms
with about 51% were supplied from Malaysia and 31% from Thailand.

The Vietnamese government has supported the use of contraception not only to improve
maternal and reproductive health, but also to reduce population growth. Among the
programs implemented are the new National Strategy on HIV/AIDS Prevention and
Control which includes the 100% Condom Use Program as well as the National
Comprehensive Condom Program for 2011-2020. In May 2010, the government approved
the Program of Action on Sex Work 2010-2015 which provides free condoms to sex
workers. The Ministry of Culture, Sports and Tourism also has a plan to make condoms
available in 80% of all hotels and guest houses across the country by 2015.

Malaysia

Malaysia is the world’s leading manufacturer of condoms, producing 4.5 – 5 billion


pieces in 2012, mostly for export. Domestically, Durex is the leading condom brand with
an estimated 23% of the total market size. Play Safe accounts for 15% of market size
and Okamoto for about 2% – 3%. In 2012, about USD13 million worth of condoms were
imported into Malaysia. This was an increase of 24% from 2007. Most of the imports were
from Thailand (85.8% share).

The Government has no major policies for the promotion of condom use and no regular
procurement program for condoms. Agencies such as the Federation of Reproductive
Health Associations of Malaysia (FRHAM) distributed only 162,000 condoms in 2011.
The National Population and Family Development Board (LPPKN) occasionally
distributes condoms received through donations. Condom promotion by Non-
Government Organizations (NGOs) is low profile and behind-the-scenes.

Philippines

The use of condoms in the Philippines remains low, although condoms are affordable in
the country. Growth in the market has been constrained by an aversion to using condoms
due to entrenched cultural and religious convictions. DKT Philippines is the main
importer of unbranded condoms in the Philippines with a market share of 93%. It has
partnered with the Philippines’ Department of Health (DOH) to distribute condoms.
Brands supplied by DKT include Trust, Frenzy, Premium and Lick.

Imports of condoms into the Philippines were valued at USD2.6 million in 2012. The
bulk of the imports were from Malaysia with 67.6% share, followed by Thailand with
20.3% share. Without any local condom production, the outlook for imported condoms
in the Philippines is expected to be positive. The Department of Health expects the
budget earmarked for condoms to rise. Moreover, the Responsible Parenthood and
Reproductive Health Act of 2012 guarantees universal access to methods of
contraception as well as fertility control and sex education in the Philippines. Its
provisions include funding and distribution by the government and/or the private sector
of family planning devices (including condoms) and the dissemination of information on
their use through all health care centres.

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