Wellness in Singapore

Wellness is a holistic concept that includes physical, emotional, social and spiritual health as it aims to promote optimal well-being in all areas of life through conscious decision-making and proactive measures.

In 2021, a global interest in wellness surged after the lifting of post-pandemic restrictions as 79% respondents from Brazil, China, Germany, Japan, UK, and US believe in its importance.¹

In Singapore, the GWI 2021 research report revealed that the wellness economy is forecasted to reach $7 trillion by 2025 and ranks the nation’s wellness economy as #14 in the Asia-Pacific region.²With the goal of becoming an urban wellness haven and a top sustainable destination, the Singapore Tourism Board organized the Wellness Festival (WFS) in 2022 as well in 2023 providing a variety of wellness-related activities for the public to participate in.³

Alongside #WFS2023 (SG Wellness Festival), #TeamAsiaInsight conducted a ‘Wellness in SG’ Survey in June 2023

Objectives and Methodology

In this study, #TeamAsiaInsight intended to:

Assess their priorities in various aspects of wellness (such as mental, physical etc.)
Assess their interest in various wellness events, activities and venues
Understand how to engage different segments with respect to their wellness preferences

A simple five-minute online self-administered survey was conducted in May to June 2023. A sample size of n=245 was achieved, consisting of residents including Singapore Citizens, Permanent Residents, and foreigners residing in Singapore (employment/ student pass), aged 15 and above.

In Essence…

This article delves into the multifaceted landscape of wellness in Singapore, identifying Mental & Emotional Wellness as the top priority among respondents, particularly resonating with the youngest age group (20 to 29 years old). Sleep-related solutions emerge as a key focus for enhancing mental wellness, aligning with the prevalent sleep deprivation issue, predominantly affecting the younger demographic. On the other hand, physical health and fitness also claim a significant stake in wellness priorities, with outdoor activities gaining prominence, especially among the older age groups.

The article underscores the interconnectedness of mental well-being and physical health, emphasizing the impact of stress and worry on sleep patterns. Nature-based activities and a growing preference for organic and locally-sourced food further highlight Singaporeans’ evolving wellness aspirations. Brands are advised to tailor strategies to specific age groups, with a focus on mindfulness, physical activities, and nutritional choices, while also addressing societal shifts towards health, sustainability, and community values.

Key Wellness Priorities

Among the various aspects of wellness, Mental & Emotional Wellness (79%), followed by Physical health / Fitness (77%) and Financial Well-being were the top 3 priorities among all respondents.

Exploring the Depths of Mental & Emotional Wellness

Given the utmost priority to Mental and Emotional Wellness, it becomes evident that this is particularly pronounced within the youngest age group (20 to 29 years old). Remarkably, 86% of males and 91% of females within this age bracket have identified it as the crucial aspect of their current life stage. This observation aligns seamlessly with the insights presented in a CNA article from July 2022, underscoring that individuals aged 21 to 29 are experiencing a decline in mental and emotional well-being.¹¹ This decline is attributed to challenges in work, relationships, and leisure activities stemming from workplace and travel limitations. Moreover, the postponement of dating and marriage due to Covid-19 restrictions further contributes to these challenges, confirming the resonance between our findings and the broader societal context.¹¹

Additionally, when inquired about the activities respondents would turn to for improving their mental wellness, sleep-related solutions emerged as the most favored, garnering 52% of interest. This pertains to strategies aimed at addressing sleep-related issues, echoing CNA’s discovery that the nation ranked fourth among the most sleep-deprived countries globally in 2021 due to the pandemic.⁴ Notably, a significant portion of those inclined towards these solutions belonged to the youngest age group once again, specifically those aged 20 to 29 years old.⁴

The Connection of Sleep Deprivation and Stress

Perhaps a reason for this issue of the lack of sleep among the younger segments in Singapore is due to worry and/or stress. According to the Philips Global Sleep Study 2021 (Singapore), worry and stress ranked as the top reason for the lack of sleep (31%), as well as their sleeping environment (16%), and mobile devices (13%).⁵ Singaporeans kept awake by worry/stress say they worry most about their work responsibilities (58%), financial challenges (56%), family (32%), and their own/families’ health (30%).⁵ Almost a third (31%) also worry about the ongoing COVID-19 pandemic.⁵Validly, Cigna’s report revealed that Singapore’s stress level is significantly higher as compared to the global average and a large portion of Singaporeans who are stressed belonged to the Gen Z segment (18 to 24 years old).⁶

Therefore, brands can foster customer engagement in the realm of mental and emotional wellness through the orchestration of activities centered around mindfulness, relaxation, and targeted sleep related solutions. This approach is especially pertinent for the Gen Z demographic, encompassing individuals aged 20 to 29.

Igniting Passion for Physical Wellness

The survey results clearly underscored the increasing importance placed on physical health and fitness, with a notable 47% expressing a preference for outdoor physical activities as the primary means to enhance overall wellness among respondents, followed by going for staycations (40%) and ‘food & drinks therapy’ (33%). There is a notable trend among individuals who chose outdoor physical activities, indicating that this preference becomes more prominent with age increase. Specifically, 81% of males aged 50 to 69 showed an inclination towards selecting outdoor physical activities as their preferred means of promoting overall wellness. According to The Straits Times, the pandemic resulted in Singapore Residents being more active.⁷The article continues by stating that 3 in 4 consider physical health as a top priority, aligning with the survey results.⁷

Therefore, brands can develop physical health related programs and initiatives to target 40 to 69 year old segment. Outdoor physical activities such as hiking trails, parks, and water sports as a means to improve overall wellness can be promoted, emphasizing that it benefits not only physical fitness but also mental well-being. Lastly, the discrepancy between interest and actual behavior of engaging in physical activities can be addressed by providing accessible and age-appropriate programs curated for different age segments.

Mind Matters, Body Counts: A Comparative Analysis

In terms of ideal wellness events picked to spend their leisure time on, the strong interests in ‘mindfulness’, ‘physical-based’ and ‘nature-based’ events mirrors the top 2 wellness priorities, namely ‘Mental & Emotional Wellness’ & ‘Physical Health & Fitness’. Intriguingly, brands delving into the realm of the wellness-sphere should note that 2 in 3 males chose physical events, while 3 in 5 females picked mindfulness.

Nature’s Role in Wellness

Could embracing nature be the cornerstone of fulfilling Singaporeans’ wellness aspirations? Survey findings indicate that nature-based events rank high among the preferred leisure activities, striking a chord especially with the middle age group (61% of those aged 40 to 49 selected this). This affinity for nature extends to the broader respondent base, with forest bathing, a practice synonymous with immersing oneself in nature for enhanced mental well-being, gaining favor among middle-aged individuals (59% of those aged 40 to 49).

When asked which local spots would be preferred for future wellness events, the top 3: Gardens by the bay (58%), Parks (56%) and Sentosa (48%) were all outdoor-based. Perhaps Covid-19 again had a part to play. According to todayonline, 1 in 5 respondents of a survey by Jane Goodall Institute in Singapore attained a more positive impression of the wildlife as a result of the pandemic, especially with the travel restrictions imposed.⁸ Moreover, 9 out of 10 respondents support Singapore’s transformation as the ‘City of Nature’ as part of The Singapore Green Plan 2030.⁸ Respondents aged 45 and above exhibited a notable inclination toward environmental care.⁸ This aligns with our survey findings, where the same age group consistently expressed a heightened appreciation for nature.

Brands can capitalize on Singapore’s affinity for nature by promoting participation in related activities, allowing people to reap the therapeutic benefits of natural environments. Utilizing popular outdoor venues such as Gardens by the Bay, parks, and Sentosa, which provide conducive outdoor settings for wellness activities, can be an effective strategy. While the middle age segment may be a primary target, brands can customize their offerings to appeal to various age groups, broadening their audience reach.

Tasting Wellness: Diet and Food Trends

Diet

Would a nutritious diet be the key to addressing the foremost concerns regarding mental wellness and physical health? A well-balanced diet has the potential not only to optimize physical fitness but also to enhance mental well-being. According to The Straits Times, fast food’s high levels of saturated, trans- and omega-6 fatty acids can cause inflammation, linked to anxiety and depression in research involving animals and humans.⁹

Despite the negative associations with certain eating habits, ‘food & drinks therapy’ (33%) emerged as one of the most popular choices among all respondents for enhancing overall wellness. Interestingly, the same demographic of single/married males without kids (40%), previously identified as the most sleep-deprived, constitutes the majority of those opting for this method. Could this preference be their chosen means of stress relief?

Subsequently, out of the different types of food options offered, healthy food (70%) and locally-sourced food (52%) stood out as the top 2 categories chosen if the respondents were to receive any food choice for free for the rest of their lives. The respondents who made up the majority of these options belonged to the oldest segment, 50 to 69 years old (77% for healthy food and 61% for locally-sourced food.) The strong inclination towards healthy food aligns with the aging demographic’s increased susceptibility to diseases, with about a third of those over 60 in Singapore reported to have diabetes¹⁰, according to CNA. The nation also exhibits one of the highest rates of gestational diabetes globally, potentially attributed to the easy accessibility of food when dining out and the convenience of food delivery services.¹⁰

At the other end of the spectrum, however, shows that the youngest segment, 20 to 29 years old were the least keen on healthy food, with only 57% of them selecting it. In line with this finding, CNA demonstrates that younger individuals tend to consume ‘unhealthier’ foods.¹² The article cites an online survey to assess the nutrition literacy of Singapore 2022 (sample size of n=1000) and conveys that despite being aware (93%) that their current eating habits could impact their future health, most Singaporeans were not taking appropriate action.¹² Furthermore, 80% of those aged 18 – 24 admitted to consuming unhealthy snacks (low nutritional values, high in fat, sugar and calories).¹²

Food Trends

In the realm of trending food choices, ‘Organic & Natural food’ (58%) and ‘Locally-sourced Food’ (54%) emerged as the most captivating options when respondents were queried about their willingness to try within the next 3 to 6 months. Notably, mothers expressed a particularly strong interest in ‘Organic & Natural food’ (65%), while both parents were drawn to ‘Locally-sourced Food’ (64% of fathers and 60% of mothers).

This trend suggests a growing consumer awareness and preference for healthier, sustainably sourced food options. The inclination towards organic and natural foods, especially among mothers, indicates a heightened focus on nutrition and well-being. The collective interest in locally-sourced food by parents underscores a broader societal shift towards supporting local economies and reducing the environmental impact associated with food production and transportation. This evolving food landscape reflects an increasing desire for choices that align with health, sustainability, and community values.

In conclusion, fostering healthier eating habits and promoting transparent awareness are paramount for brands aiming to thrive in the dynamic landscape of dietary preferences. Tailoring messages to resonate with the 20-29 age group, emphasizing the mental wellness benefits of a nutritious diet, and implementing educational programs can pave the way for increased awareness and knowledge. Encouraging customers to prioritize health through balanced, locally-sourced meals aligns with current trends and consumer preferences.

Addressing misconceptions about organic food, highlighting the importance of overall diet balance, and incorporating farm-to-table practices are crucial steps, especially in Singapore’s aging population. For sustained success, brands should prioritize transparency, sustainability, and values that resonate with consumers, particularly those aged 40-69, including fathers. These strategic recommendations offer a comprehensive roadmap for brands seeking to navigate the evolving realm of food trends and dietary choices.

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