From weight loss to longevity, South Africa's health consciousness takes centre stage this year
As South Africans embrace the spirit of 'New Year, New Me' and embarking on their New Year's resolutions, often centred around health and wellness, the Ipsos Global Trends study reveals that South Africans, along with their African counterparts, are already ahead of the global curve in health consciousness and proactive self-care.
The survey, which covered 50 countries including several African nations, shows that online South Africans are more likely to prioritise their physical and mental well-being compared to global averages.
Key findings include:
- Holistic Health Approach: An overwhelming 92% of South Africans agree they need to do more to look after themselves physically, in line with the African average and comparing favourably to the global average of 84%. This trend extends to mental health, with 92% of South Africans recognising the need to improve their mental well-being, versus 81% globally.
- Nutrition as a Cornerstone: 92% of South Africans believe that eating right is the most important factor in maintaining good health, surpassing both the African average of 90% and the global average of 84%.
- Empowered Health Management: 83% of South Africans actively seek health information independently, rather than relying solely on their doctors’ advice. This is significantly higher than the global average of 69%, and slightly above the African average of 82%.
- Desire for Health Autonomy: 91% of South Africans express a desire for more control over decisions about their health, compared to 80% globally and 89% across Africa.
- Optimistic Longevity: 48% of South Africans expect to live to 100 years old, lower than the African average of 50%, but still markedly higher than the global average of 38%.
The study also reveals interesting nuances within the African continent, with South Africa often showing distinct nuances. While the global average for those wanting to lose weight is 63%, this varies significantly between countries. In Zambia, only 41% express a desire to lose weight, while in Egypt, this figure rises to 65%. South Africa falls in the middle at 53%.
"These variations highlight the importance of tailored health strategies across different African markets, with South Africa presenting its own unique profile," Robyn Williams, Service Line Manager at Ipsos in South Africa notes. "As people set their New Year's resolutions, it's clear that weight management goals will differ significantly across the continent. Health and wellness businesses should consider these regional differences when planning their New Year campaigns for the South African market. It is not a case of ‘one size fits all.’"
The high level of health consciousness among Africans presents both opportunities and challenges for businesses in the health and wellness sector. On one hand, there's a clear demand for health-related products and services, which could see a surge as people commit to their New Year's resolutions. On the other, citizens are increasingly informed and discerning, seeking greater control over their health decisions.
"For businesses in the health and wellness space, these findings underscore the need for transparency, education, choice and empowerment in their offerings," Williams explains. "Africans are not just passive recipients of health advice – they're active participants in their health journeys. As they set their goals for 2025, they'll be looking for products and services that support their desire for autonomy and informed decision-making."
The optimism about longevity among African respondents is particularly striking. While 50% of Africans expect reach their 100th birthday, this belief varies widely across the continent, from only 24% in Morocco to a remarkable 73% in Kenya.
"This optimism about longevity could have far-reaching implications for how people approach their New Year's resolutions and long-term health goals," Williams observes. "While South Africans are slightly less optimistic about living to 100 than the African average, they still show a strong future-oriented mindset. It suggests a population that's not just focused on immediate health concerns but is thinking longer-term about their well-being. This could translate into sustained commitment to health resolutions throughout the year and beyond."
As Africa continues to evolve as a key market for health and wellness products and services, understanding these nuanced attitudes towards health could be crucial for businesses looking to succeed in different markets on the continent.
"These findings paint a picture of South Africans as health-conscious, proactive, and optimistic about their future well-being," Williams concludes. "For businesses in the health and wellness sector, this presents a unique opportunity to engage with a population that is eager for information, products, and services that can support their health journeys. As we enter 2025, companies that can align their offerings with these long-term health aspirations are likely to find a receptive audience in South Africa and beyond."
"As people across South Africa and the world set their intentions for a healthier 2025, these insights can guide both individual goal setting and business strategies," Williams adds. "The proactive and informed approach to health that we're seeing from South Africans could serve as a model for sustainable health practices both within Africa and globally."
About the study
These are the results of a 50-market survey conducted by Ipsos on its Global Advisor online platform and in partnership with other global Ipsos teams around the world. The survey was conducted using Ipsos Online panels in all markets except for India which used its mixed-method "IndiaBus", and Zambia which used a face-to-face methodology. Ipsos interviewed a total of 50,237 adults aged 18-74 in the United States, Canada, Hong Kong, Israel, Malaysia, New Zealand, South Africa, Turkey and Vietnam; 20-74 in Thailand; 21-74 in Indonesia and Singapore; and 16-74 in all other markets between Thursday, February 15 and Wednesday, April 23, 2024. The sample consists of c.1,000 individuals in each of Argentina, Australia, Belgium, Bulgaria, Brazil, Canada, Chile, mainland China, Colombia, Czech Republic, Croatia, Denmark, Egypt, France, Germany, Hong Kong, India, Indonesia, Ireland, Israel, Italy, Japan, Kenya, Malaysia, Mexico, Morocco, Netherlands, New Zealand, Nigeria, Pakistan, Peru, Philippines, Poland, Portugal, Romania, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan, Thailand, Turkey, United Arab Emirates, Great Britain, the United States, Vietnam and Zambia. The samples in Argentina, Australia, Belgium, Bulgaria, Canada, Croatia, Denmark, France, Germany, Great Britain, Ireland, Italy, Japan, the Netherlands, New Zealand, Poland, Portugal, South Korea, Spain, Sweden, Switzerland, Taiwan, the United States and Zambia can be taken as representative of their general adult population under the age of 75. The samples in Brazil, Chile, mainland China, Colombia, Czech Republic, Egypt, Hong Kong, India, Indonesia, Israel, Kenya, Malaysia, Mexico, Morocco, Nigeria, Pakistan, Peru, Philippines, Romania, Saudi Arabia, Singapore, South Africa, Thailand, Turkey, the UAE, and Vietnam are more urban, more educated, and/or more affluent than the general population. The survey results for these countries should be viewed as reflecting the views of the more “connected” segment of their population. Apart from Zambia, the data for all countries is weighted so that each market’s sample composition best reflects the demographic profile of the adult population according to the most recent census data. “The Global Country Average” reflects the average result for all the countries and markets where the survey was conducted. It has not been adjusted to the population size of each country or market and is not intended to suggest a total result. Where results do not sum to 100 or the ‘difference’ appears to be +/-1 more/less than the actual, this may be due to rounding, multiple responses, or the exclusion of “don't know” or not stated responses. The precision of Ipsos online polls is calculated using a credibility interval with a poll of 1,000 accurate to +/- 3.5 percentage points. For more information on Ipsos' use of credibility intervals, please visit the Ipsos website. The publication of these findings abides by local rules and regulations.