Written by Synovate
22 Apr 2010
Whatever individual evaluation and perception of one's health, it appears that respondents in all markets have a shared desire to improve their health, with 87% claiming to have taken action over the last 12 months to improve it.
The top activities cited were eating more fruit and vegetables (61%), taking regular exercise (37%), taking vitamin supplements (35%), and trying to lose weight (33%).
Respondents from Hungary (83%), Serbia (76%) and Chile (73%) were the highest advocates of eating more fruit and vegetables, a trend capitalised on by food brands, says Rafael Cespedes, Managing Director of Synovate in Chile.
"There is a greater concern in Chile about eating healthily. This has been adopted by brands in their communications around products that are focussed on increasing consumption of fruits and vegetables."
For Australians, the most popular course of action to improve health is to try to lose weight (61% versus a global average of 33%).
Fittingly, of those surveyed, Australia is also the biggest purchaser of weight loss products - 11% against a global average of just 4% (closely followed by Spain with 10%).
This is a huge opportunity for brands, says Mike Cassidy, Managing Director for Synovate Australia.
"Australia is fast becoming one of the most obese nations in the world, so marketing weight loss plans and products presents a huge opportunity for brands. The Australian government does a very good job of highlighting the risks associated with being overweight, which is why nearly two thirds of us are trying to beat the battle of the bulge."