The Target Group Index (TGI) 2012 survey sheds light on South African health and fitness trends, coupled with consumption figures of healthy products and brands. TGI is part of the Ask Afrika Group. The 2012 results focused on seven product sectors and 37 categories in total. Some of the categories included bottled mineral water, nutritional drinks, soya milk, slimming clubs and sport clothing.
The fieldwork among 15?000 adults (16 years and older) takes place between February and November each year, and represents 18 million consumers. This symbiotic relationship creates opportunities for syndicated and customised market research compatibility and harmonisation.
Many New Year resolutions and promises around health and fitness are made, as many South Africans aim to become fit and healthy - quite rightly so as 60% of South Africans stated that they are overweight. Despite the majority (62%) of South Africans agreeing that it is important to stay in good physical shape, 42% of South Africans blame their busy lifestyles for not taking care of themselves.
Only one-third (30%) of consumers commit to exercise, and almost one in every five South Africans (17%) admitted to smoking cigarettes in the past 12 months. In terms of preventative health care, South Africans are well-informed with 62% reading up on new developments around nutrition, health and wellness; however the call to action is lacking, as only 40% continue to have regular check-ups even though they are not ill.
TGI can also be applied to segment the local market into health zones or groups. When a long-term view is taken the "go for it guys" group has seen an increase from 16% to 18% from 2010?to?2012. This group comprises active young men that stay healthy through sport and exercise, as physical appearance is important to them.
Unfortunately this healthy outlook on life is not maintained once men get older. At the age of 35+, they move into the sports, beer and barbecue group that does not eat well and are not concerned about looking young. The carefree group has also had an increase from 33% to 37% of South Africans. They are mainly young females between the ages of 15 to 24, who like to treat themselves with food that isn't supposed to be good for you. When these females grow older they move into the indulger category who do little sport and spend lots of time in front of the-television.
In summary, South Africans are well-read around the topic of health and fitness; however acting on knowledge or the proverbial call to action, is not there yet. It has implications on a personal wellness level as TGI also shows that only 54% of South Africans are happy with their current lifestyles, another 43% get caught up in problems and get stressed out easily (47%). Investment in a fit-and-healthy lifestyle will translate into children adopting healthy lifestyles from an early stage, and adults coping better with stress of modern day living.
Vera Chimes, a yoga, pilates and fitness instructor gives the following tips for staying motivated:
I believe it takes four weeks for you to start seeing a difference, eight weeks for friends and family and 12 weeks for the rest of the world, so don't give up if nobody notices your flatter stomach. Also it depends on how frequently you train and the type of activity you are doing. If your only exercise is going for a leisurely stroll with the dog, it will definitely take longer to see results.
The most used brands
Ask Afrika recently conducted the Health and Fitness Index, in which it assessed South Africa's usage of health-and-fitness brands, and the most used brands among South Africans.
Dr Amelia Richards is client service director of Ask Afrika
