Like every other European country, Belgian population has a deep concern about having a safe sex. They do not want to plunge in the Sexually Transmitted Diseases (STD’s) or to end up being a patient of HIV/AIDS. With this increased concern, there has been an increase in the condom market. There has been an increased awareness amongst the Belgians regarding the use of condoms to have a safe sex. Not only the locales but also the immigrants are exposed to STD’s and HIV. Awareness about condom use is also created amongst these people who are not so aware about it before (PARKER, P. M. 2006; FOX, M. P. 2000; COLLIER, A. 2007)
Belgium is a very liberal country. It is the 2nd country in the world to legalize the same-sex marriages. It has given equal rights to the lesbians, gays and bisexuals. The use of condoms in Belgium is very common. Currently, in the year 2011, it has a total population of 10,431,477 (Population Labs 2011) 66.3% of the Belgian population comprises of males and females who lay within the age bracket of 15 years to 65 years. The sex ratio of 1.02 suggests that there are more males in the population than the females who lay within the age bracket of 15-65 years. And it is under this age bracket where the target market of “WITH” lies. There are a huge number of gays and lesbians living in Belgium. ...
Other important stats that can be of use are the population of Belgium over the several years up till now. The trend of population can help to deduce that with increasing population, it is likely that the number of gays and lesbians have also increased. The following statistical graph will show this trend. After 2003, there has been an increasing trend in the population of Belgium. In 2011 it has the highest population. This leads to a fact that increase in population has given rise to more gays and lesbians and thus the market for condoms has increased. There are more people than before who are condom users. So it is evident that there is a huge market of condoms in Belgium (CIA 2010) Part of this huge market are also the people who have been exposed to HIV infection but have yet not developed the symptoms of AIDS (FORBES 2009) These people also form a large part of the condom users as they want to protect their partners and themselves against this dangerous infection. The following statistical figure will help to determine the people living in Belgium who are carrying the HIV virus. In 2011 the number of people carrying HIV virus have decreased. This may be due to increased precautionary measures taken by the consumers against the STD’s (CIA 2010) There is large market for condoms because they are easy to use than any other contraceptive measure and has no side effects at all. Teenagers also represent a huge chunk of the condom market. Condoms are mostly used by the teenagers as measure to prevent teenage pregnancy rather than a protection measure (HYDE, M. O. 2006) Competition in the condom industry of Belgium is fairly high. There are already well established brands like