CONSUMER TRENDS

Ipsos study finds health and mental wellbeing are a priority – mostly

By our African Marketing Confederation News Team | 2025

In some instances, Africans are ahead of the global curve when it comes to seeking a healthier lifestyle and expecting to live longer.

As people embrace new year’s resolutions that are often centred around health and wellness, the latest Ipsos Global Trends study finds that South Africans are already ahead of the global curve in health consciousness and self-care. 

 

While the research was conducted online – which limits the study to those consumers who have suitable internet access – the conclusions mirror those of The Future 100 report from creative agency VML (published on the African Marketing Confederation website on Tuesday, 28 January). Among the Ipsos Global Trends findings:

 

Holistic health approach 

Most South African respondents (92%) agree that they need to do more to look after themselves physically. This trend extends to mental health, with 92% recognising the need to improve their mental wellbeing, versus 81% of respondents globally.

Photo by Yaroslav Shuraev from Pexels

Nutrition as a cornerstone 

Most (92%) believe that eating right is the most important factor in maintaining good health. surpassing the global average of 84%. 

 

Empowered health management 

Eighty-three percent of South African respondents said they actively seek health information independently, rather than relying solely on their doctors’ advice. This is significantly higher than the global average of 69%. 

 

Desire for health autonomy 

Ninety-one percent express a desire for more control over decisions about their health, compared to 80% globally. 

 

Optimistic longevity 

Almost half (48%) of South Africans expect to live to 100 years old, markedly higher than the global average of 38%. 

 

“These findings paint a picture of South Africans as health-conscious, proactive, and optimistic about their future wellbeing,” comments Robyn Williams, Service Line Manager at Ipsos. 

 

“For businesses in the health and wellness sector, this presents a unique opportunity to engage with a population that is eager for information, products and services that can support their health journeys. As we enter 2025, companies that can align their offerings with these long-term health aspirations are likely to find a receptive audience.” 

 

Other African countries 

Ipsos has also released information on responses from other African countries. Again, the survey was conducted using online panels in all markets except Zambia, which used a face-to-face methodology. 

 

Responding to the question of whether they would like to lose weight, in Zambia only 41% of people express a desire to do so, while in Nigeria this figure rises to 48% and in Kenya it is 50%. In Morocco, the figure is 52% and in Egypt it is 65%. 

 

The optimism about longevity among African respondents is particularly striking. While an average of 50% of African respondents expect to reach their 100th birthday, this belief varies widely across the continent – from only 24% in Morocco to 73% in Kenya.  

 

In Egypt, 25% of respondents think they will reach the grand old age of 100. In Zambia, the figure is 61% and in Nigeria it is 68%.

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