New research shared today by GSK Consumer Healthcare and IPSOS reveals that the COVID-19 pandemic has had a significant impact on people’s behaviour and attitudes to self-care. Key findings from the research, which surveyed 4,400 participants aged between 16 and 75 years in Germany, Italy, Spain and the UK, are below:
- The coronavirus pandemic has incited Europeans to adopt new everyday health habits: 65 % of people across the four countries are now more likely to consider their health in day-to-day decision-making
- A significant proportion of Europeans are now taking extra precautions to avoid illness-transmission: Spain 80 %, Italy 79 %, UK 68 %, Germany 60 %
- The vast majority of people consider it important to take their health into their own hands to relieve pressure on healthcare systems: Spain 84 %, UK 77 %, Italy 75 %, Germany 63 %
- Some 41 % of all people of all people across the four countries now plan to consult pharmacists more often for advice about how to treat minor health concerns
- Britons take the lead in intending to top up their medicine cabinet with over-the-counter products as a precautionary measure (34 %), and around half of Italians plan on using vitamin products and multivitamins to strengthen their immune system
- Buying trusted brands is important to people in all countries surveyed, as is buying products that are grounded in science; on average across all four countries, 82 % of respondents said that products they use must be scientifically proven
COVID-19 has taught the public to become more self-aware about self-care, prompting them to make positive changes to their day-to-day lives for the benefit of their health
The pandemic has caused people across Europe to pay closer attention to their health, symptoms of illness and to adopt new behaviours to minimise risk of transmission – such as more regular handwashing, which is widely recognised as one of the most effective ways to reduce the spread of the virus. In general, Europeans recognise that they took their health for granted prior to the COVID-19 outbreak, and many now plan to improve self-education around health issues. On average across all four countries, 59 % of people surveyed now have a better understanding of what impacts their health, and the majority of people are more likely to consider their health in day-to-day decision-making as a result of COVID-19: Spain 74 %, Italy 69 %, UK 62 %, Germany 54 %. When asked to consider their future behaviour, 77 % of Europeans would stay at home as much as possible when ill to avoid transmitting their illness to others. In order to strengthen their immune systems, around half of Italians plan on using vitamin products and multivitamins.
The COVID-19 pandemic has heightened Europeans’ appreciation for health services and frontline workers and people are keen to help relieve pressure on the healthcare system by consulting pharmacists more often or by turning over-the-counter medicines
The majority of people in all countries surveyed consider it important to take their health into their own hands in order not to burden the health system, particularly in Spain (84 %), with the UK at 77 %, Italy at 75 % and Germany at 63 %. In order to achieve this, the role of pharmacists is increasing in importance in the wake of the pandemic. For 36% of Europeans surveyed, their GP surgery, NHS walk-in centre, or A&E at their local hospital is the first place they would go to seek advice about healthcare issues such as joint/movement pain, headaches, skin rashes or colds and flu. However, some 41% of people across the four nationalities now intend to use a pharmacist more in the future to give them advice about such concerns.
A significant 74 % of Britons would trust a pharmacist to give them reliable advice to help them manage their health, and 66 % of Spaniards, 61 % of Italians and 54 % of Germans agree with this statement.
-Consumers are turning to trusted brands, with a strong heritage, that are grounded in science
Britons take the lead in intending to top up their medicine cabinet with over-the-counter products, with over one third intending to do so as a precautionary measure. When choosing over-the-counter products, trusted brands are important to the majority of Europeans (81 % in total): 79 % of Britons, 84 % of Spaniards, 73 % of Germans and 89 % of Italians, as are brands with a strong heritage. Buying products that are grounded in science is important to the vast majority of people in all countries – 89 % of Italians, 86 % of Spaniards, 81 % of Britons, 73% of Germans.
COVID and Compassion: Amidst social distancing measures, people are recognising the benefit of responsible self-care to loved ones and communities at large
Respondents to the survey indicated that they are now more likely to be concerned about the health of others, and to encourage those around them to practise responsible self-care. This is of particular concern to Spaniards and Italians. On average, three quarters (75 %) of Europeans are now more concerned about the health of people close to them: Spain 82 %, Italy 77 %, UK 75 % and Germany 66 %. 64% of Europeans would now encourage others to take better care of themselves; 74 % in Spain, which compares to 70 % in Italy, 65 % in the UK and 48 % in Germany.
Filippo Lanzi, Regional Head, EMEA GSK Consumer Healthcare, said, “As the defining global health event of recent history, the Covid-19 pandemic has had a profound impact on the lives of people living in Europe and beyond. Our research shows the extent to which the pandemic has impacted attitudes towards personal wellbeing and self-care, and it’s encouraging to see the increased importance that many people are now placing on looking after their own and others’ health.
“At GSK Consumer Healthcare, we’re well-placed to help redefine the role of self-care in people’s lives through responsible education and scientifically-backed brands – and we believe this holds a long-term benefit for both individuals and society as a whole.”
About the survey
In total, around 4,400 people were surveyed from four European countries. Around 1,100 Spaniards aged between 16 and 65 years were surveyed, as well as 1,100 Italians (aged 16-70), 1,100 Britons (aged 16-75) and 1,100 Germans (aged 16-75). The survey was conducted between the 29th May and the 1st June 2020, and it focused on the approval level of participants with regard to several statements, as well as on any change of behaviour before and after social distancing rules were implemented. The data was mapped proportionally against metadata – age, sex, region, educational background, job situation and family status – in the total population. In addition, all participants whose data was taken into account agreed to an Adverse Event Tracker (forwarding to manufacturers in anonymized form any problems with products).
About GSK / GSK Consumer Healthcare:
GSK is a science-led global healthcare company with a special purpose: to help people do more, feel better, live longer. We have three global businesses: pharmaceutical medicines, vaccines and consumer healthcare products.
GSK Consumer Healthcare is one of the world’s largest consumer healthcare companies. We own some of the world’s best loved healthcare brands including Sensodyne, Voltaren, parodontax, Panadol, Corega (Polident), Otrivin. These brands are successful in over 100 countries around the world because they all show our passion for quality, guaranteed by science. They are inspired by the real wants and needs of the millions of people who walk into pharmacies, supermarkets, market stalls and go on-line all over the world every day and choose us first. For more information please visit www.gsk.com
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Appendix: Further Findings and Statistics
COVID-19 has taught the public to become more self-aware about self-care, prompting them to make positive changes to their day-to-day lives for the benefit of their health
- 65 % of people across the four countries are now more likely to consider their health in day-to-day decision-making
- In Italy, over half (54 %) of respondents said they had taken their health for granted, with Germany at 40 %, the UK at 39 %, and Spain at 36 %.
- The majority of people in all countries surveyed now have a better understanding of what impacts their health; Spain (66 %), Italy (62 %), Germany (52 %) and the UK (56 %).
- Some 84 % of Spaniards, 77 % of Britons, 75 % of Italians and 63 % of Germans consider it important to take their health into their own hands in order not to burden the healthcare system.
- Some 62 % of Italians stated an improved awareness of their own health, and almost half intend to take more vitamins and minerals to boost their immune systems.
- The majority of Europeans are more likely take extra precautions to avoid illness transmission in light of COVID-19 (Spain 80 %. Italy 79 %, Germany 60 % and the UK at 68 %)
- Around three-quarters of Spaniards said they were taking their health into account more when making everyday decisions, as over three in five Britons (74 % vs. 62 %). Over half of Germans (54 %) also agreed with this statement.
The COVID-19 pandemic has heightened Europeans’ appreciation for health services and frontline workers and people are keen to help relieve pressure on the healthcare system by consulting pharmacists more often or by turning to internet search engines and over-the-counter medicines
- Britons also take the lead in intending to top up their medicine cabinet with over-the-counter products as a precautionary measure (34 %).
- Britons also the most likely to consult online resources (search engines, NHS Choices website, other medical websites and apps) in the first instance of illness, with 17 % selecting these options, compared to 8 % of Germans, 5 % of Italians and 4 % of Spaniards.
- Around half of Spaniards (50 %), and 42% of Italians and Germans, would see a doctor or visit A&E as their first point of contact with movement pain and headaches, skin rashes or colds. Britons are the least likely to seek out GP surgeries/NHS walk in centres or A&E first, at just 10 %.
- When combining the numbers of Britons who selected any available digital option as a first port of call (including the NHS Choices website and other websites and apps), 27% of Britons would use online resources in the first instance of illness, compared to 5% of Spaniards.
- The majority of Europeans are now more likely to stay at home when they are ill in order to avoid infecting others; four out of five Italians (82 %), Spaniards (80 %) and Britons (78 %), as well as over two out of three Germans (68 %).
- On average, almost half of the Britons (48 %), Spaniards (45 %) and Italians (46 %) are planning on consulting a pharmacist more often for advice about how to treat minor health concerns as are one third of Germans (27 %).
- 74 % of Britons said they would “trust a pharmacist to give me reliable advice to help me manage my health”. Two out of three Spaniards (66 %) and Italians (61 %) agreed with this statement as well, as did over half of Germans (54 %).
Consumers are turning to trusted brands, with a strong heritage, that are grounded in science
- Buying trusted brands is important to people in all countries, as is buying products that are grounded in science; on average across all four countries, 82 % of respondents said that products must be scientifically proven. This it the case for 81 % of Britons, 86 % of Spaniards, 73 % of Germans and 89 % of Italians.
- In fact, since social distancing came into effect, the number of people in Spain who have strayed from their usual brand has decreased (from 36 % to 33 %), indicating an increasing need for trusted brands at a challenging time. Other countries remained largely the same, except Italy which saw an 8 % increase in people buying beyond their preferred brand.
- Strong brand heritage is especially important for the Spanish (73 %) and the Italians (61 %). Products that are grounded in science are important to all countries; on average, 82 % say they must be scientifically proven (80 % UK, 87 % Spain, 73 % Germany, 89 % Italy).
- People generally maintain brands that they rely on more than others; buying their usual brand is important to 63 % of people on average across countries (60 % UK, 67 % Spain, 55 % Germany, 67 % Italy).
COVID and Compassion: Amidst social distancing measures, people are recognising the benefit of responsible self-care to loved ones and communities at large
- 64 % of Europeans would now encourage others to take better care of themselves; 74 % in Spain, which compares to 70 % in Italy, 65 % in the UK and 48 % in Germany.
- Although the UK in general demonstrated fairly limited shifts in perception of their health, the UK’s young people (16-24 year-olds) are the most likely of their age group to consider their health more in their day-to-day decision-making in the wake of COVID-19 (70 %, vs. 69 % Italy, 65 % in Germany and Spain).
- Of all age groups surveyed, those most likely to consider health more in their day-to-day decision-making are those aged 35 upwards in Spain (77 %).
- The group that say they will spend the most time educating themselves on health-related topics is Italians aged 55 and above, with 65 % saying they will do this, compared to just 21 % of Britons in the same age group (three times less likely).
- This is followed by 16-24-year-old Italians (62 %), compared to 41 % of young Spaniards, 51 % of young Britons and 39 % of young Germans.
- Within each country, most age groups showed consistent attitudes towards self-education, with the exception of the UK, where those aged 16-24 are two and a half times more likely to seek information than those aged 55 and above.
- Four out of five Spaniards (82 %) said they were more concerned with the health of people close to them, as did three out of four Italians (77 %), three out of four Britons (75 %) and two out of three Germans (66 %).
- Especially in Spain (74 %), Italy (70 %) and the UK (65 %), people agree that they now encourage others to take care of their health more. Germany is considerably lower in this respect, with under half (48 %) concurring, some 25 % lower than in Spain.
