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27January 2009
Bangkok
The result of a Nielsen survey in 52 countries indicates that there is a global appetite for improving health through better diet and exercise. 72 percent of Thai consumers are struggling with their weight, exceeding the global average. The survey was conducted online at the end of September 2008 as part of Nielsen’s Global Online Consumer Survey series that periodically track global trends and regional preferences.
When Thai consumers were asked how they considered their present weight, only 28 percent were happy with their weight, compared to 40 percent of world’s consumers, while 40 percent scored themselves as “a little overweight” followed by “somewhat overweight” (15%), “under weight” (11%) and “very overweight” (6%)
In Asia Pacific, Thailand leads the region with 63 percent consumers trying to lose weight
followed closely by 62 percent in Australia and 61 percent in Japan (Table 1)
Asia Pacific had the highest percentage of self-reported underweight citizens, but that region also had one of the highest percentages of people trying to lose weight (53%). Latin Americans reported the highest percent trying to lose weight at 57 percent.
Like the world’s consumers, Thais plan to combine changes in eating and increase exercise. Their tactics are to attack diet issues first (85%) and exercise more (72%). Taking medicine prescribed by the doctor is the least popular options among Thais to lose weight.
Tactics for paring pounds vary:
• 79% say they will cut down on fats
• 61% vow to eat the same foods but having smaller portions
• 59% plan to cut down on chocolates and sugar
• 40% will eat more natural, fresh foods
• 10% resolve to eat less processed food.
Fewer than 10% turn to other diet plans such as the low carbohydrate/high fat Atkins Diet, Weight Watchers or other slimming programs.
When it comes to exercise options, results proved counterintuitive. North Americans claim to be the most overweight of any region, yet self-report the highest levels of exercise with 70 percent stating they work out at least once a week or more. Conversely, Asia Pacific residents do the best job of managing weight but exercise less than any other region with 58 percent saying they work out at least once a week.
In Thailand, 60 percent of consumers claim to work out at least once a week. Running/Jogging (27%) and Walking (24%) are the most popular exercising options.
“While some issues such as weight loss are global, there are decidedly different views and approaches in different regions,” said Chantira Luesakul, Managing Director, The Nielsen Company (Thailand) Limited. “Not only are these findings interesting to share, they provide valuable insights for marketers with global reach”.
How can people eat more healthily?
More than half of Thai consumers (53%) said they would be more likely to cut down on some food groups to achieve balance, while a quarter of dieters (26%) said they would eat the same food groups, just in greater moderation and 20 percent of Thais felt they already consumed a pretty healthy diet.
Roughly 20% of participants in four regions felt they already consumed a pretty healthy diet, with North Americans alone in acknowledging they could do better-only14% believed their current diet plan was healthy.
Confusion about diet and healthy eating information
About half of consumers in Thailand and around the world were confused by the barrage of diet and healthy eating info available in the marketplace, much of it conflicting. When Thai consumers were asked where they got the best information about diet and healthy eating
• 66% cited doctors and medical professionals
• 44% counted on TV programs and documentaries
• 41% turned to the Internet
• 38% read books on diet and nutrition
• 32% relied on the nutritional information on packages
About The Nielsen Company
The Nielsen Company is a global information and media company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in New York, USA. For more information, please visit www.nielsen.com
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