WASH Marketing Assessment and Strategy Development MARKET ASSESSMENT FINAL REPORT – JUNE 2017 Geo-Sys (Lao) Co., Ltd. Lao-Thai Road, km3, Ban Wat Nak, Sisattanak District P.O. Box 8243, Vientiane, Lao PDR Email: [email protected]; Tel: (+856) 30 9286726 WASH Marketing Assessment and Strategy Development – Market Assessment Save the Children International – Lao PDR Table of Contents 1. List of Acronyms .................................................................................................................... 4 2. Executive Summary ............................................................................................................... 5 2.1. Background ....................................................................................................................................................... 5 2.2. Methodology .................................................................................................................................................... 5 2.3. Assessment Findings ....................................................................................................................................... 6 2.3.1. Consumption of clean drinking water by children aged 6-24 months ...................................... 6 2.3.2. Hand washing with soap at key points .............................................................................................. 7 2.3.3. Use of improved sanitation facilities (open defecation free villages) ......................................... 7 2.3.4. Separating children aged 0 - 24 months from environmental contaminants in the household and outside .......................................................................................................................... 8 2.4. Communication Channels ............................................................................................................................. 8 2.5. Recommendations .......................................................................................................................................... 8 3. Introduction .......................................................................................................................... 10 3.1. Project Background ...................................................................................................................................... 10 3.2. Specific Objectives of the Market Assessment ...................................................................................... 10 4. Methodology ......................................................................................................................... 12 4.1. Project Target Area ..................................................................................................................................... 12 4.2. Study Sites ...................................................................................................................................................... 14 4.2.1. Mahaxay District – Khammouane Province................................................................................... 14 4.2.2. Phin District – Savannakhet Province ............................................................................................. 17 4.3. Data Collection Methods ............................................................................................................................ 21 4.3.1. Literature Review................................................................................................................................. 21 4.3.2. Key Stakeholder Interviews ............................................................................................................... 21 4.3.3. Village Walks ......................................................................................................................................... 21 4.3.4. Household Visits .................................................................................................................................. 22 4.3.5. Supplier Visits ........................................................................................................................................ 22 4.3.6. Consumer Focus Groups ................................................................................................................... 23 4.4. Analysis ............................................................................................................................................................ 24 4.4.1. Data compilation, translation and cleaning .................................................................................... 24 4.4.2. Analysis and presentation of findings .............................................................................................. 25 5. Assessment Findings ............................................................................................................ 26 5.1. Consumption of clean drinking water by children aged 6 - 24 months........................................... 26 Geo-Sys (Lao) Co., Ltd. Lao-Thai Road km3, Ban Wat Nak, Sisattanak, Vientiane, Lao PDR Email: [email protected]; Phone: +856 30 9286726 p.. 1 / 68 WASH Marketing Assessment and Strategy Development – Market Assessment Save the Children International – Lao PDR 5.1.1. Observed behaviours and risks of contamination through consumption of unclean drinking water ....................................................................................................................................... 26 5.1.2. Drinking water consumer profiles ................................................................................................... 31 5.1.3. Drivers and barriers for investment in specific WASH products for consumption of clean drinking water by children aged 6-24 months .................................................................... 32 5.1.4. Recommendations for promotion of products to encourage consumption of clean drinking water by children aged 6-24 months .............................................................................. 37 5.2. Hand washing with soap at key points..................................................................................................... 38 5.2.1. Observed behaviours and risks through lack of hand washing with soap .............................. 38 5.2.2. Hand washing consumer profiles ..................................................................................................... 42 5.2.3. Drivers and barriers towards investment in products promoting hand washing with soap at key points ................................................................................................................................ 42 5.2.4. Recommendations for promotion of products to encourage hand washing with soap at key points ............................................................................................................................................... 47 5.3. Use of improved sanitation facilities (open defecation free villages) ................................................ 48 5.3.1. Observed behaviours and risk of contamination from poor sanitation .................................. 48 5.3.2. Sanitation consumer profiles ............................................................................................................. 53 5.3.3. Drivers and barriers for investment in improved sanitation ..................................................... 54 5.3.4. Recommendations for promotion of products for latrine construction ................................ 55 5.4. Separating children aged 0-24 months from environmental contaminants in the household and outside ..................................................................................................................................................... 56 5.4.1. Observed behaviours and risk of contamination from environmental contaminants ......... 56 5.4.2. Consumer profiles - separating children from contaminants .................................................... 57 5.4.3. Drivers and barriers towards investment in products that separate children aged 0-24 months from environmental contaminants in the household and outside ............................. 58 5.4.4. Recommendations for promotion of products that separate children aged 0-24 months from environmental contaminants in the household and outside ............................................ 59 6. Willingness to Pay ................................................................................................................ 60 6.1. Household buying power ............................................................................................................................ 60 6.2. Willingness to pay ......................................................................................................................................... 61 7. Communication Channels ................................................................................................... 63 7.1. Community based communication channels .......................................................................................... 63 7.2. Multi Media, Internet and mobile usage .................................................................................................. 64 8. Summary of Recommendations ......................................................................................... 66 9. References ............................................................................................................................