Singapore's healthcare market is poised grow to $29.8 billion in 2020, and more than double to $68.7 billion by 2029 according to market insights firm, Fitch Solutions.

In response to the growing opportunity – accelerated by a heightened consumer focus on health thanks to the ongoing pandemic – Havas and Ogury have released a new report that illustrates the different types of wellness consumer personas in Singapore and the opportunities it presents for brands to customise their advertising strategy.

Jacqui Lim, Group CEO, Havas Singapore said that the shifts in behaviour indicate that consumers play a more active role in their own care. “We wanted to delve into the consumer mindset and their approach to health and wellness, with this study,” she added. (To read the full report click here.)

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. 18-24-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 optimising physical fitness and preventing ailments, they prioritise dieting and nutrition. They are over four 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 the 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.

“The Singapore healthcare industry has grown massively only by understanding and harnessing the culture of health-promotion and wellbeing, can brands hope to connect with consumers on an individual level,” said Niall Hogan, Managing Director South East Asia, Ogury.

The study drew insights from Havas’ research along with mobile user behavioural data from Ogury and included computer-aided telephone interviews with Singaporeans of both genders, in equal numbers, from the ages of 18 to 55, across two weeks.

Sourced from The Straits Times, Havas and Ogury