Application-driven market taxonomy separates travellers, epidemic response, and routine endemic control. Traveller demand is price-inelastic, purchases through travel-medicine pharmacies, and generates the highest per-dose revenue but <5 % of global volume. Epidemic response, triggered by WHO grade-2 or -3 alerts, procures 40-45 % of annual doses via WHO stockpile releases, yet revenue is capped by donor ceilings. Routine endemic immunisationโprimarily in Bangladesh, Haiti, DRC, Nigeriaโconsumes over half of volume, negotiated via multi-year supply agreements with a 10-15 % annual price step-down clause, thereby defining the baseline Cholera Vaccines Oral Live market value trajectory.