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9 October 2008
Singapore
Singapore, 9 October, 2008: Singaporeans prefer to “wait and see” whether their minor ailments persist before reaching for the medicine cabinet, according to a major online survey recently conducted by The Nielsen Company in partnership with the Association of The European Self-Medication Industry (AESGP).
The online survey interviewed 28,000 Internet users across 51 countries to decipher consumer attitudes and consumption habits of non-prescription medicines as well as cultural factors that influence consumers’ behaviour towards self medication and treatment of minor ailments.
Over two-thirds (67%) of Singaporeans will put up with their symptoms before self-medicating, to see if these go away of their own accord, while one-third (31%) are quick to take medicine at the first sign of illness. A small number (3%) will “let nature takes its course” and not consume medicine at all. 
This finding mirrors the worldwide trend where 65 percent of global consumers said they would rather see if they can recover in their own time, before turning to medicine for minor ailments. Only three in 10 global consumers are happy to take medication for minor ailments such as headaches, colds and indigestion as soon as they start to feel unwell.
The practice of taking medicine at the first sign of illness was most common in Central & Eastern European countries, and above average in Latin America & North America. It was least common in Western Europe, where only one in five consumers claimed that they treated their minor ailments in this way. Consumers in Russia (52%), Vietnam (45%) and Venezuela (40%) lead the pack of nations of self-medicators.
“There is so much localisation with self-medication products around the world, consumers will respond to what they know and see in their own countries, and based on their own experience,” said Soumya Saklani, Director, The Nielsen Company Singapore.
According to a 2007 Nielsen healthcare global survey, headache, cold, backache and sleeping problem were the most common ailments among global consumers. Singaporeans are most prone to sore throats and flu.
“Our latest consumer survey demonstrated a need and demand for more health education and communication from all sectors of the healthcare industry - from doctors and pharmacists to OTC manufacturers and health media - to help consumers better understand treatment of minor ailments and medicines," said Mr Saklani.
When it comes to choosing a non-prescription medicine, safety is paramount for close to two thirds of Singaporeans (62%). The effectiveness of the medicine (43%), followed by their confidence in the product (39%) are the next two most important factors.
While consumers across the globe generally rank product safety, efficacy and trust as the most important factors when buying non-prescription medicines, region-specific differences are also evident.
For one in two consumers in Asia and Middle East/Africa, “safety” of the product is the most important factor, while knowing that “the product works” is the most important for one in two North Americans and Europeans. 40 percent of Latin Americans rated “have confidence in the product” the most important,
At a time when governments are increasingly looking for consumers to take responsibility for their health and self-care, consumers still expect their doctor to play a key role in helping them take better care of their health and minor ailments.
When asked what would help them in understanding treatment of minor ailments in the future, one in two people said they would like more support from their doctor. Consumers in Asia Pacific (57%) led by Hong Kong, Korea and Philippines topped global rankings in wanting more advice/support from their doctor while 58 percent of Latin Americans said they would like more health education. Emerging markets in Latin America and Central/Eastern Europe topped global rankings for wanting clearer labeling and information on packaging.
Singaporeans too rely on healthcare practitioners to guide them, with 53 percent seeking more advice from their doctors. More health education (45%) and hoping for clearer information on and in the pack of medicine (44%) are the other two options to facilitate Singaporeans in taking greater responsibility to care for their health.
About The Nielsen Global Online Consumer Survey
The Nielsen Global Online Consumer Survey, conducted by Nielsen Customized Research, was conducted in April 2008 among 28,253 internet users in 51 markets from Europe, Asia Pacific, North America and the Middle East. The largest half-yearly survey of its kind, the Nielsen Global Online Consumer Confidence and Opinion Survey provides insight into current confidence levels, spending habits/intentions and the major concerns of consumers across the globe. The Nielsen Consumer Confidence Index is developed based on consumers’ confidence in the job market, status of their personal finances and readiness to spend
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