Consyl Publishing & Publicity Ltd

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Home > Our Publications > Australian Outlook> 2007 > October

New survey reveals health of the nation

Ailing Aussies opt for self-medication over doctor's advice
Headaches, sleeping problems and back aches most common health complaints for Australians
Few Aussie consumers influenced by health-related advertising

A HEALTH survey conducted by The Nielsen Company has found that headaches, sleeping problems and back ache are the most common ailments of Australians.
When it comes to their treatment in an industry estimated to be worth over US$70 billion globally, consumers are loyal and habitual purchasers of over-the-counter (OTC) self-medication products.
According to the online Nielsen study of 26,486 consumers in 47 markets from Europe, Asia Pacific, the Americas and the Middle East, (including 500 Australians) over half of those Australians polled (56 per cent) claimed to have suffered a headache in the last four weeks, while more than one in three had experienced sleeping problems (35 per cent) or suffered a back ache (35 per cent).
"Headaches are by far the most common health complaint for Australians, and this may explain why analgesics are such a major category in the OTC market," states Katherine Doric, Associate Director, Pharmacy, The Nielsen Company.
"The OTC market in Australia is worth $4 billion and analgesics make up eight per cent of this."
The last time they suffered an illness, most Australians (37 per cent) said they reached for their usual 'tried and tested' medication at home, while 28 per cent visited a pharmacy in search of an over-the-counter recommendation and 26 per cent paid a visit to their doctor.
Of those who decided to purchase OTC medicines, the majority (54 per cent) opted for a product or brand they always used, while 50 per cent took their pharmacist's recommendation on board.
Just three per cent of Australians said advertising influenced their purchasing decision of non-prescription medication which was the lowest level in the Asia Pacific region and well below the global average of 19 per cent.
"The challenge for OTC manufacturers lies in encouraging consumers to switch brands in a category characterised by auto-pilot purchasing and shopper loyalty. Through our consumer research and work with OTC companies, Nielsen has found humor and strong lifestyle associations have proven successful," advises Mrs Doric.