Healthy Lifestyle Research
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Transcript of Healthy Lifestyle Research
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
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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