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3 March 2009
Singapore
Singapore’s population are perhaps health-conscious or simply do not adhere to sensible eating habits as one in every two (48%) Singaporeans are consumer of vitamins/dietary supplements, and over two-thirds (67%) of them make it daily ritual.
These findings emerged from a recent global online study on vitamins and dietary supplements consumption conducted by global market research firm The Nielsen Company, which also found that Singapore has more vitamins/dietary supplements users than the Asia Pacific and global average.
Results from the 52 market study revealed that 40 percent of consumers surveyed globally claim to take vitamins/dietary supplement but less than 60 percent of these are regular daily users. Usage is more prevalent in North America and Asian countries than Europe and Latin America. Highest levels of usage were recorded in Philippines and Thailand where two thirds (66%) of those surveyed claimed to use the products, with the USA not far behind at 56 percent.
“Lifestyle and socio-economic aspects play an important role in the consumption of vitamins/ dietary supplement products. Looking at those consumers who claim to use the products, it is clear that daily usage is focused on the more developed economies of Western Europe and North America, with most Asian and Middle Eastern markets showing infrequent usage,” commented Siva Yegnaraman, Associate Director for Consumer Research, The Nielsen Company Singapore.
The primary motivation for consuming vitamins/dietary supplements for the respondents is “to provide a boost to my immune system” --over 60 percent of worldwide consumers and 39 out of 52 countries had this as their top response. Also important as a driver for usage were the responses "to help prevent me from getting ill" and "to ensure my diet is balanced". Similarly for Singapore, these are the topmost sought-after benefits driving 77 percent, 57 percent and 45 percent consumers here respectively to consume vitamins/dietary supplements.
“Being a developed nation and a fast-paced society, many people in Singapore tend to lead a hectic lifestyle, to the extent that we sometimes neglect our health, compromising on our exercise and dieting habits. Consuming vitamins/dietary supplements can offer the health conscious assurance that some effort is being put into taking care of their personal health,” said Mr Yegnaraman.
The role of healthcare professionals in driving usage of vitamins/dietary supplements is relatively low as reflected in this study. The level of usage as a result of advice from a doctor or healthcare professional registered 13 percent regionally, and only seven percent in Singapore. The incidence is even lower when it comes to pharmacy/health food store—only three percent of consumers regionally and one percent locally are product users as a result of recommendations from these sources.
“There is certainly no lack of resources for relevant health-related information, and Singaporeans are generally a discerning group of consumers who know where to get the information they need. Advice from healthcare professionals in this case, may serve as reinforcement to second their personal belief on their health status,” said Mr Yegnaraman.
The survey also explored the reasons why people do not use vitamins/dietary supplement products, providing a range of options to choose from.
Slightly more than half of the Singapore population (53%) who do not currently consume any vitamins/dietary supplements saw no need for them. Among the other top reasons given was the perception that they are too expensive (31%), and that it is too difficult to understand what product to use (26%). Yet another one in five (22%) amongst this group of non-consumers believe they already have a balanced diet.
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