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Prevention and Cure;
Global Attitudes towards Health Care

It can sometimes seem as if we’re bombarded with information about how to look after our health – including the lifestyle we should adopt and the products we should buy. Using the latest global research from TGI, we investigate the concerns consumers have about their wellbeing, the measures they are taking to stay in good health and their attitudes towards treatment.
Comparison Data
 
 
Consumer Concern
Some of the most concerned consumers are in East Africa; over 80% of Kenyans*, 63% of Ugandans* 75% of people in Tanzania* say they really look after their health. This is why it seems that many consumers are not worried that they are not doing enough when it comes to health matters; for example, only 39% of people in Kenya*, 31% in Uganda* and 43% in Tanzania* think they should do a lot more about their health. In Latin America considerable concern is also evident – 8 out of 10 people in Peru*, Brazil* and Mexico* say they would pay anything where their health is concerned.

European consumers seem less preoccupied by their health; only 36% of Croatians, 47% of Greeks and 52% of Brits think they really look after it. However, they do still like to keep aware of the issues involved. Slightly below half of people in Kenya and Uganda say they are very, or fairly interested in newspaper and magazine articles on medicine, health and fitness as opposed to Tanzania where slightly over half of the population say they are very or fairly interested in newspaper and magazine articles on medicine, health and fitness.

Preventative Measures
So what measures are consumers taking to stay in good health? In some countries vitamins are a popular choice; for example, 57% of Venezuelans* and 42% of Brits take them. Similarly, in the US, two thirds of people believe that vitamins make a difference and 58% take them for the long term benefits.


Unlike in the west where vitamins are popular, in Africa the story is different with many people not acknowledging the usefulness of vitamins, in East Africa 16% of Kenyans, 8% of Ugandans and 13% of Tanzanians take vitamins to stay healthy. In some countries it is common practice to visit health professionals even when one has no serious ailments - around 50% of people in Tanzania   have periodical check ups even when they’re feeling fine.

However, despite this proactive behaviour, there is evidence that many consumers do not feel totally in control of their wellbeing. For example, half of consumers in Kenya*, Uganda* and Tanzania* believe that health is generally a question of luck.

Struggling On
So how do consumers respond to illness? Despite actively taking preventative measures, TGI research shows that consumers are often reluctant to seek help when they are actually unwell. 4 out of 10 people in Kenya, Uganda and Tanzania say they have to be really ill to go to the doctor, 52% of Kenyans, 47% of Ugandans and 44% of Tanzanians say they wait for ailments to go on their own, rather than taking anything.

   

For More Information
Please contact:
Githinji Njogu – Branded research manager : Tel: 020-535809/536765
Email: gnjogu@ciafrica.com
Website: www.ciafrica.com

About TGI
The Global TGI network operates single-source consumer and media studies in over 50 countries worldwide. Used by brand owners, media owners and agencies, it measures consumers' product and brand usage, media consumption and attitudes, based on large samples - over 700,000 respondents annually worldwide. A typical survey will cover around 4,000 brands and 500 product categories.
TGI was originally developed in the UK by BMRB, one of the UK's leading marketing research companies.  BMRB is part of the KMR Group, which markets TGI globally.
In East Africa Consumer Insight have the sole rights to conduct TGI in this region.  The first survey was conducted in 2005 in the 3 countries and since then Consumer insight has continued to conduct the study in East Africa.  This is one of the largest surveys in this region with a sample size of 18,000 across 30 towns in this region.

TGI
Consumer Insight  
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