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Insight: How to succeed in Singapore’s wellness market, Havas Singapore and Ogury uncover the state of health and wellness

SINGAPORE — Havas Group Singapore and choice-driven advertising technology company Ogury have partnered to uncover the state of health and wellness in Singapore. The study illustrates the different types of wellness consumer personas in Singapore and the opportunities it presents for brands to customise their advertising strategy.

The health and wellness categories have seen a transformation in the recent years, with consumers now more aware and eager to pursue a healthy lifestyle than ever before. The study uncovers key insights around the behaviour and attitudes of the wellness consumer in Singapore, particularly on mobile and how brands can adapt their advertising strategies for maximum impact.

“If there is one industry that is taking centre-stage in current times, it is healthcare.The shifts in behaviour indicate that consumers play a more active role in their own care and we wanted to delve into the consumer mindset and their approach to health and wellness, with this study. We’re excited to be working with Ogury to bring unique insights about users’ behaviour across mobile apps and websites and make a meaningful difference to brands in this sector,” said Jacqui Lim, Group CEO, Havas Singapore.


“The Singapore healthcare industry has grown massively. It’s a multi-faceted industry with unique nuances and only by understanding and harnessing the culture of health-promotion and wellbeing, can brands hope to connect with consumers on an individual level. We hope the insights in the report help brands with the burgeoning opportunities available in this sector and are delighted to partner with Havas Group to present this initiative,” said Niall Hogan, Managing Director South East Asia, Ogury.

The study included computer-aided telephone interviews with Singaporeans of both genders, in equal numbers, from the ages of 18 to 55, across two weeks to help gain a granular understanding of the perception of wellness in Singapore. The study drew insights from Havas’ research and mobile user behavioural data from Ogury Active Insights — Ogury’s proprietary data modelling and visualization solution.

Some of the key personas and data insights uncovered by the study: 

● The Young and Restless (18 – 24): Mental wellness is of key priority to this group. They like to track life goals through apps and productivity tools. Social and academic pressures tend to affect their state of mind. 18 to 24-year-olds have a ten-fold affinity* with calorie-tracker app Sweatcoin, which is owned by 11% of this audience.

The Inbetweeners (25-34): Physical wellness is a priority for boosting self- esteem and confidence. They have a 32x higher affinity with yoga app Down
Dog and a 26x higher likelihood of owning the emotional-health app Youper.

The Nesters (35-44): Focused on optimizing physical fitness and preventing ailments. They prioritize dieting and nutrition. They are over 4 times more
likely to own the supplements app iHerb Love Letter and 6x more likely to own the Anova culinary app.

The Seen-it-Alls (45-55): Physical wellness takes three important forms: medical wellness, function and appearance. They have a 9x affinity for the
Relive! Running app and 47% own the government’s Health365 app. *Affinity index represents likelihood to own an app. For example, users with an 8x affinity for an app are eight times more likely than the general population to own this app.

Read the full report here:

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