Healthy Lifestyle Research

1. Presentation Healthy Lifestyle Research Speaker : Danny Ng 8th April 2009

2. Research Purpose Background • In China, family lifestyle trend is changing to suit modernization • People are seeking what is good for them more than meeting basic needs • Demands for quality is getting high e.g. purchasing of imported goods and products • Health matter is becoming one of the hot topics in China Objectives • Assess health situation in China -- in city areas • Areas hindering healthy lifestyle in China • The importance role of women to families and health • Assess health situation in China compared to other developed countries

3. Research Reference Public awareness and behaviours towards an internet company, Jan 2010 Face to face method Women behaviors to skincare products ,Dec 2009 Focus Group method Detergent preference usage survey, Dec 2009 Face to Face method Past Projects in China Mantou and food preference survey , Nov 2009 Focus Group method Women and cervical cancer survey , Mar 2006 Telephone method Perception and attitudes towards Singapore, Sep 2009, Home method Public perception on Singaporeans and lifestyle, Jun 2009 Home method Past Projects in South East Asia Singaporeans and Asian lifestyles survey Jan 2009 Home and Focus Group method Awareness of Osteoporosis and health Dec 2008 survey Home method Chen, R. G. and Huang, Y. G. (1995) Analysis on 179 inpatient with alcohol dependence. Chinese Journal of Neurology and Psychiatry Paeratakul S, Popkin B, Keyou G, Adair L, Stevens J. Changes in diet and physical activity affect the body mass index of Chineseadults. Int. J. Obes. 1998 Liu, Z. X., Zhang, J. X. and Ong, Z. (1999) A ten year survey of patients with dependence on alcohol in Shandong Province, Chinese Journal of Behavioral Medical Science Journals & Magazines World Health Organization (1999) Global Status Report on Alcohol, WHO, Geneva. Women’s Weekly Contrasting Socioeconomic Profiles Related to Healthier Lifestyles in China and the United States Increased drinking in a metropolitan city in China___ [Addiction_ 2008] - PubMedresul BBC NEWS Asia-Pacific Chinese concern at obesity surge Internet CHILDREN AND YOUNG PEOPLE IN CHINA - China Facts and Detail Economic Survey of China 2010 A labour market in transition Health survey conducted by Brands – Happiness level Asiaone health

4. Healthy Lifestyle Awareness • Chinese are highly aware of healthy lifestyle since 1996 • Awareness level are increasing significantly in cities yearly Many Chinese are becoming aware of healthy lifestyle 1998,1999,2000,2001,2002,2003,2004,2005,2006,2007,2008,2009 Yearly increase awareness level of healthy lifestyle Examples of healthy lifestyle activities : Banned smoking in some public places Community awareness by China health authorities Health fairs Events and campaigns in schools 1996 1997 Regular Exercising Less Salt No Smoking Good Diet

5. Factors lead to Healthy Lifestyle Soccer Walking Gym Swimming Table tennis Basketball Badminton Outdoor Indoor Jogging Gym equipment ? Physical activity At home Healthy Lifestyle Simple exercise Housework At home Smoking Diet Alcohol Fast food Restaurant Street food Common eateries Up-scale restaurants

6. Factors lead to Healthy Lifestyle ? Physical activity Healthy Lifestyle Alone Smoking Office Diet Alcohol Home Colleagues Fast food Restaurant/Pub Restaurant Types Alone liquor Street food Baijiu Alone Friends Beer Common eateries Up-scale restaurants Colleagues Business Partners

7. Factors lead to Healthy Lifestyle Soccer Walking Gym Swimming Table tennis Basketball Badminton Outdoor Indoor Jogging Gym equipment ? Physical activity At home Healthy Lifestyle Simple exercise Housework At home Alone Smoking Office Diet Alcohol Home Colleagues Fast food Restaurant/Pub Restaurant Types Alone liquor Street food Baijiu Alone Friends Beer Common eateries Up-scale restaurants Colleagues Business Partners

8. Alcohol & Cigarettes Consumption in China • Out of the world population , about 30% are Chinese consuming cigarettes & alcohol • Men tend to be very heavy smokers and alcohol drinkers Reason: Social matters Business Work stress Home stress Look attractive Reason: Business Social matters Leisure Work stress Home stress Profile of respondents: 18 years old to 45 years old General population staying in cities

9. Physical Activities • Most Chinese work more than 10 hours a day • Use extensive travelling time to work • Increasing stress in workplaces and homes • Major problems: • Poor physical activities • Insufficient sleep

10. Diet Preference • Most Chinese prefer home-cooked food • They seek convenience • Healthy food is still their first choice • Healthy • Affordability • Convenience • Local taste E.g.

11. Lifestyle Analysis • Health is still a priority to Chinese • Good healthy lifestyle will be emerging in China in near future Avoid unhealthy food 80% Eating outside 76%% Regular exercise 22% A I O Lifestyle Analysis Health is important 80% Healthy food is important 95% Want to be healthy 85%

12. Lifestyle Factors A I O Lifestyle Analysis Factor 1: Health is very important Many Chinese, especially women view health more important than careers(80%). However, smoking, drinking and consumption of unhealthy food activities are unavoidable, especially for men. Factor 2: Food intake consciousness Chinese tend to seek healthy food choice to maintain good health; 80% will avoid unhealthy food. However, it is difficult to have home-cooked food because most Chinese do not stay with families. Factor 3: Maintaining regular exercising Many Chinese women understand the benefits from exercising but 28% men and women maintain regular exercise. Due to work and family matters, time left for exercise is limited. Factor 4: Beauty versus health Having beauty or nice figure is the most important aspect to Chinese women. Maintaining healthy lifestyle is highly correlated to personal appearance

13. Women & Family • Women are important to families • They play major role in family lifestyle • They are great influences to children and their future Cooking House work Birth Child upbringing

14. Women Lifestyle • Women lifestyle change more dramatically compared to men • Role in families will change • Beauty and health are most concern Sense of Belonging Sense of Attention Sense of Importance Before Year 1990 Before Year 2010 The near Future Esteem needs Social needs Social needs Safely needs Safely needs Safely needs Physiological needs Physiological needs Physiological needs Safety Home Protection Secure Safety Home Protection Secure Feel wanted Socialization Feel proud Confidence Safety Home Protection Secure Feel wanted Socialization

15. Changing of Women Lifestyle Before Year 1990 Before Year 2010 The near Future • Most women stay at home • Cook at homes • Doing housework alone • Serving husbands and children • Home matter remains a priority • Giving birth as a priority • Major role in motherhood • Decision making lies to men • Most women seek jobs • Begin Entrepreneurship • Sharing of housework concept • Shared responsibility for child upbringings • Desiring high quality of life • Giving birth is sill important • Shared responsibility in parenthood • Making decision on some matters • Most women are independent • Strong sense of entrepreneurship • Hiring of domestic maids • Nurseries are responsible for children • Personal matter remains a priority • Giving birth is less important • Less focus on parenthood responsibility • Making decision independently • Constraint by own cultures • Low market competition • Basic communication • Influenced by nearby countries • High market competition • Advanced marketing communication • Influenced by international cultures • Intense market competition • High technology communication Behaviors Behaviors Behaviors Lifestyle Lifestyle Lifestyle • Homely • Shopping for groceries • Saving and thriftiness • Focus on fertility • Outside activities are not allowed • Children are taken care by wives • Home food is common • Outgoing with friends • Shopping for branded products • Spending within affordability • Focus on income earning • Taking part in sports and games • Children are taken care by grandparents • Outside dining but prefer home food • Extremely outgoing • Shopping for beauty & health needs • Increase in spending beyond affordability • Focus on own status • Seeking leisure • Children are taken care by center • Emphasize on healthy food

16. Women’s Impact on Families • Families will be seeking for healthy lifestyle in future • Women will demand and develop higher standard of living in the family • The future children will not only highly talented but also healthy Family are required to follow healthy life style A non-smoking and non-drinking home environment Family is discouraged from unhealthy habits Focus on organic and healthy food Simple healthy food prepared at home Clean home environment Children have to be highly educated at a very young age Children have to be talented Children have to be very well-manner and healthy Women’s Attributes Strongly affecting family and lifestyle High demand of lifestyle Strong influence High standard of living Health conscious Beauty conscious High education Convenience seeker Household income contributor Improve healthy lifestyle in family significantly

17. Healthy Lifestyle in Singapore • In Asia especially Singapore, many news, media, campaigns, advertisements, promotions, publicities on healthy lifestyle are taking place. • Singapore is used as a good benchmark Family day Fri Fruit day Public level Public health Screening Walkathon program Public health talk Advertisement Health Education Family day program Health education to food vendors Regulations to food vendors Ban smoking in many public places Organization level Employee health screening Company walkathon program Company health talk Health and wellness activities Ergonomics talk Fruits day program Games & contests relate to health Health equipments Non-smoking environment Health screen Health talks Healthy Lifestyle in Singapore shows significant improvement

18. Healthy Lifestyle between Singapore & China • 65% in Singapore and 35% in China are practicing healthy lifestyle • The poor score for healthy lifestyle in China is greatly affected by alcohol and tobacco consumers 65% adopts healthy lifestyles Gap Analysis 30% 31% adopts healthy lifestyles

19. Research Conclusion • Many Chinese are aware of healthy lifestyle • Chinese place emphasis on health and desire a healthy body • Due to work and families matters, healthy lifestyle is always neglected • Time is a major factor retraining Chinese to adopt healthy lifestyle; therefore convenience is very essential • Women are starting to influence family lifestyle and their role is more important compared to past • Women are more conscious over health and appearance matters compared to men • Continue intensive effort is required to promote healthy lifestyle • Marketing or health campaigns should target at young women with the following reasons: • Much time • High level of health consciousness • Increase of disposable income • Ability to spend more • High expectation on standard of living