Healthy Lifestyle Research

Healthy Lifestyle Research

Speaker : Danny Ng8th April 2009

Presentation

Healthy Lifestyle Research

Research Purpose

•In China, family lifestyle trend is changing to suit modernization •People are seeking what is good for them more than meeting basic needs

•Demands for quality is getting high e.g. purchasing of imported goods and products

•Health matter is becoming one of the hot topics in China

Background

•Assess health situation in China -- in city areas •Areas hindering healthy lifestyle in China

•The importance role of women to families and health

•Assess health situation in China compared to other developed countries

Objectives

Healthy Lifestyle Research

Research Reference

Mantou and food preference survey , Nov 2009 Focus Group method

Detergent preference usage survey, Dec 2009 Face to Face method

Public awareness and behaviours towards an internet company, Jan 2010 Face to face method

Women behaviors to skincare products ,Dec 2009 Focus Group method

Awareness of Osteoporosis and health Dec 2008 survey Home method

Singaporeans and Asian lifestyles survey Jan 2009 Home and Focus Group method

Perception and attitudes towards Singapore, Sep 2009, Home method

Public perception on Singaporeans and lifestyle, Jun 2009 Home method

Women and cervical cancer survey , Mar 2006 Telephone method

Past Projects in China

Past Projects in South East Asia

Contrasting Socioeconomic Profiles Related to Healthier Lifestyles in China and the United States

BBC NEWS Asia-Pacific Chinese concern at obesity surge

CHILDREN AND YOUNG PEOPLE IN CHINA - China Facts and Detail

Economic Survey of China 2010 A labour market in transition

Increased drinking in a metropolitan city in China___ [Addiction_ 2008] - PubMed resul

World Health Organization (1999) Global Status Report on Alcohol, WHO, Geneva.

Liu, Z. X., Zhang, J. X. and Ong, Z. (1999) A ten year survey of patients with dependence on alcohol in Shandong Province, Chinese Journal of Behavioral Medical Science

Chen, R. G. and Huang, Y. G. (1995) Analysis on 179 inpatient with alcohol dependence. Chinese Journal of Neurology and Psychiatry

Paeratakul S, Popkin B, Keyou G, Adair L, Stevens J. Changes in diet and physical activity affect the body mass index of Chinese adults. Int. J. Obes. 1998

Journals & Magazines

Women’s Weekly

Internet

Health survey conducted by Brands – Happiness levelAsiaone health

Healthy Lifestyle Research

No smokingIntake less saltmaintaining healthy diet

program

Insisting on excercising

73%

93%87%88%

67%

90%82%

87%

Awareness Level

19971996

Yearly increase awareness level of healthy lifestyle

Examples of healthy lifestyle activities :Banned smoking in some public placesCommunity awareness by China health authoritiesHealth fairsEvents and campaigns in schools

Many Chinese are becoming aware of healthy

lifestyle1998,1999,2000,2001,2002,2003,2004,2005,2006,2007,2008,2009

•Chinese are highly aware of healthy lifestyle since 1996•Awareness level are increasing significantly in cities yearly

Healthy Lifestyle Awareness

Regular Exercising

Good Diet

LessSalt

No Smoking

Healthy Lifestyle Research

Healthy Lifestyle

Diet

Physical activity

Smoking

Alcohol

IndoorOutdoor

At home

Housework

Gym equipme

nt

Simple exercise

Badminton

GymTable tennis

Walking

Jogging

Soccer

Basketball

Swimming

Fast food Restaurant

At home

Up-scale restaurant

s

Common eateries

Street food

Factors lead to Healthy Lifestyle

?

Healthy Lifestyle Research

Healthy Lifestyle

Physical activity

Smoking

Home

Office

Restaurant/Pub

AloneFriends

Alone

Colleagues Business

Partners

Alone

Colleagues

Factors lead to Healthy Lifestyle

?

Alcohol

Fast food

liquorBaijiu

Types

Beer

Restaurant

Up-scale restaurant

s

Common eateries

Street food

Diet

Healthy Lifestyle Research

Healthy Lifestyle

Diet

Physical activity

Smoking

AlcoholHome

Office

Restaurant/Pub

AloneFriends

Alone

Colleagues Business

Partners

Alone

Colleagues

Fast food Restaurant

At home

Up-scale restaurant

s

Common eateries

Street food

Factors lead to Healthy Lifestyle

liquorBaijiu

Types

Beer

?

IndoorOutdoor

At home

Housework

Gym equipme

nt

Simple exercise

Badminton

GymTable tennis

Walking

Jogging

Soccer

Basketball

Swimming

Healthy Lifestyle Research

Smokers; 65%

Non smokers or occasional

smokers; 35%

Smokers profile in China

Men Women0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

94%

6%

Reason:1. Social matters2. Business3. Work stress4. Home stress5. Look attractive

Alcohol & Cigarettes Consumption in China

Alcohol drinkers; 81%

Non drinkers or occasional

drinkers; 19%

Alcohol drinkers profile in China

Men Women0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

65%

35%Reason:1. Business2. Social matters3. Leisure4. Work stress5. Home stress

Profile of respondents: 18 years old to 45 years oldGeneral population staying in cities

•Out of the world population , about 30% are Chinese consuming cigarettes & alcohol•Men tend to be very heavy smokers and alcohol drinkers

Healthy Lifestyle Research

Do not exercise regularly

Do not eat regualr breakfast

Consuming fast food

Get insufficient sleep

Have poor sleeping habits

56%

23%

21%

54%

32%

Main cause for unhealthy activities

Major problems:•Poor physical activities •Insufficient sleep

•Most Chinese work more than 10 hours a day•Use extensive travelling time to work•Increasing stress in workplaces and homes

Physical Activities

Healthy Lifestyle Research

Cook at home

Western Fast food chain

Chinese fast food chain

Healthy fast-food chains (e.g. Yoshinoya)

Chinese upscale restaurant

International upscale restaurant

78%

57%

70%

71%

63%

53%

Prefer types of food

•Healthy•Affordability•Convenience•Local taste

Diet Preference•Most Chinese prefer home-cooked food•They seek convenience•Healthy food is still their first choice

E.g.

Healthy Lifestyle Research

0%

20%

40%

60%

80%

18% 24%

76%

22%

59%

Activities

Lifestyle Analysis

AI O

0%

20%

40%

60%

80%

100%

65%90% 87% 80%

95%Opinion

0%

20%

40%

60%

80%

100% 80% 85%60%

88% 96%Interest

Lifestyle Analysis•Health is still a priority to Chinese•Good healthy lifestyle will be emerging in China in near future

Health is important 80%Healthy food is important 95%Want to be healthy 85%

Avoid unhealthy food 80%Eating outside 76%%Regular exercise 22%

Healthy Lifestyle Research

Lifestyle Analysis

AI OFactor 1: Health is very importantMany Chinese, especially women view health more important than careers(80%). However, smoking, drinking and consumption of unhealthy food activities are unavoidable, especially for men.

Factor 2: Food intake consciousnessChinese tend to seek healthy food choice to maintain good health; 80% will avoid unhealthy food. However, it is difficult to have home-cooked food because most Chinese do not stay with families.

Factor 3: Maintaining regular exercisingMany Chinese women understand the benefits from exercising but 28% men and women maintain regular exercise. Due to work and family matters, time left for exercise is limited. Factor 4: Beauty versus healthHaving beauty or nice figure is the most important aspect to Chinese women. Maintaining healthy lifestyle is highly correlated to personal appearance

Lifestyle Factors

Healthy Lifestyle Research

Women & Family•Women are important to families•They play major role in family lifestyle•They are great influences to children and their future

House work

Child upbringingBirth

Cooking

Healthy Lifestyle Research

Safety HomeProtectionSecure

Physiological needs

Safely needs

Safety HomeProtectionSecureFeel wantedSocialization

Social needs

Physiological needs

Safely needs

Safety HomeProtectionSecureFeel wantedSocializationFeel proudConfidence

Social needs

Physiological needs

Safely needs

Esteem needs

Before Year 1990 Before Year 2010

The near Future

Women Lifestyle •Women lifestyle change more dramatically compared to men•Role in families will change•Beauty and health are most concern

Sense of Belonging

Sense of Attention

Sense of Importance

Healthy Lifestyle Research

Before Year 1990 Before Year 2010

The near Future•Most women stay at home

•Cook at homes•Doing housework alone•Serving husbands and children•Home matter remains a priority•Giving birth as a priority•Major role in motherhood•Decision making lies to men

•Homely•Shopping for groceries•Saving and thriftiness•Focus on fertility•Outside activities are not allowed•Children are taken care by wives•Home food is common

•Constraint by own cultures•Low market competition•Basic communication

Behaviors

Lifestyle

•Most women seek jobs•Begin Entrepreneurship•Sharing of housework concept•Shared responsibility for child upbringings•Desiring high quality of life•Giving birth is sill important•Shared responsibility in parenthood•Making decision on some matters

•Outgoing with friends•Shopping for branded products•Spending within affordability•Focus on income earning•Taking part in sports and games•Children are taken care by grandparents•Outside dining but prefer home food

•Influenced by nearby countries•High market competition•Advanced marketing communication

Behaviors

Lifestyle

•Most women are independent•Strong sense of entrepreneurship•Hiring of domestic maids•Nurseries are responsible for children•Personal matter remains a priority•Giving birth is less important •Less focus on parenthood responsibility •Making decision independently

•Extremely outgoing•Shopping for beauty & health needs•Increase in spending beyond affordability•Focus on own status•Seeking leisure•Children are taken care by center •Emphasize on healthy food

•Influenced by international cultures•Intense market competition•High technology communication

Behaviors

Lifestyle

Changing of Women Lifestyle

Healthy Lifestyle Research

Women’s AttributesHigh demand of lifestyle

Strong influence

High standard of living

Health conscious

Beauty conscious

High education

Convenience seeker

Household income contributor

Women’s Impact on Families•Families will be seeking for healthy lifestyle in future•Women will demand and develop higher standard of living in the family•The future children will not only highly talented but also healthy

Family are required to follow healthy life style

A non-smoking and non-drinking home environment

Family is discouraged from unhealthy habits

Focus on organic and healthy food

Simple healthy food prepared at home

Clean home environment

Children have to be highly educated at a very young age

Children have to be talented

Children have to be very well-manner and healthy

Imp

rove

healt

hy

life

styl

e i

n f

am

ily

sig

nifi

can

tly

Strongly affecting family

and lifestyle

Healthy Lifestyle Research

Organization level

Employee health screeningCompany walkathon programCompany health talkHealth and wellness activitiesErgonomics talkFruits day programGames & contests relate to healthHealth equipmentsNon-smoking environment

Public level

Public health ScreeningWalkathon programPublic health talkAdvertisementHealth EducationFamily day programHealth education to food vendorsRegulations to food vendorsBan smoking in many public places

Healthy Lifestyle in Singapore

Healthy Lifestyle in Singapore shows significant improvement

• In Asia especially Singapore, many news, media, campaigns, advertisements, promotions, publicities on healthy lifestyle are taking place.•Singapore is used as a good benchmark

Health talks

Fri Fruit day

Health screen

Family day

Healthy Lifestyle Research

Healthy Lifestyle between Singapore & China

Happiness level

Frequent alcohol drinkers

Frequent outside food consumption

Frequent smoking

Regular exercise

0% 50% 100%

52%

81%

55%

65%

22%

75%

11%

50%

14%

27%Singapore

Gap Analysis30%

•65% in Singapore and 35% in China are practicing healthy lifestyle•The poor score for healthy lifestyle in China is greatly affected by alcohol and tobacco consumers

65% adopts healthy lifestyles

31% adopts healthy lifestyles

Healthy Lifestyle Research

Research Conclusion

•Many Chinese are aware of healthy lifestyle

•Chinese place emphasis on health and desire a healthy body

•Due to work and families matters, healthy lifestyle is always neglected

•Time is a major factor retraining Chinese to adopt healthy lifestyle; therefore convenience is very essential

•Women are starting to influence family lifestyle and their role is more important compared to past

•Women are more conscious over health and appearance matters compared to men

•Continue intensive effort is required to promote healthy lifestyle

•Marketing or health campaigns should target at young women with the following reasons:

1. Much time 2. High level of health consciousness3. Increase of disposable income 4. Ability to spend more5. High expectation on standard of living