Europeans take self-care seriously to alleviate pressure on the health care system post Covid-19

People are adopting healthy habits and taking precautions to avoid illness-transmission

Covid-19 has caused the entire world to pause, rethink and re-evaluate the ways they have been performing everyday tasks and routines, hence encouraging them to make positive changes in their lives. With significant impact on people’s behaviour and attitudes in general, this is especially evident in Europe, where people have now started paying close attention to their health, and have adopted healthier habits to minimise the risk of transmission. Upon realising how previously they took their health for granted, Europeans are now determined to improve awareness and education regarding self-care, and other health issues.

GSK Consumer Healthcare and IPSOS carried out a research in June 2020, on 4,400 participants, aged between 16 and 75 years, living in Germany, Italy, Spain and the UK. The study revealed:

• Previously, in Italy, over half, 54% of respondents said they had taken their health for granted. In Germany the percentage stood at 40%, in the UK at 39%, and in Spain at 36%.
• Currently, about 59% of the people surveyed claimed that they now have a better understanding of what impacts their health. Overall, 65% of people across all four countries (Spain 74 %, Italy 69 %, UK 62% and Germany 54%) are now more likely to consider their health in day-to-day decision-making.

When asked to contemplate their future behaviour, a significant proportion of Europeans (Spaniards 80%, Italians 79%, Britons 68%, Germans 60%) stated that they are now taking extra precautions to avoid illness-transmission. Approximately 77% of the Europeans said that they would stay at home as much as possible, especially when ill, to avoid the transmission of Covid-19 virus to others.

Furthermore, the Italians also revealed that they now plan to include vitamins, minerals and other immune boosting products in their daily lives. Covid-19 has also resulted in Europeans’ expressing a heightened appreciation and recognition for the frontline workers, as well as health services. Around 41% of people across the four nations (Spain 84%, UK 77%, Italy 75 % and Germany 63%) are keen to help mitigate the pressure built by the pandemic on the healthcare system. They as a result, now plan to turn to over-the-counter medicines and/or consult pharmacists more frequently for a routinely advice. This means that the role of pharmacists is garnering increased importance in the wake of the pandemic.

Moreover, 36% of the total Europeans surveyed, stated that their GP surgery, NHS walk-in centre, or A&E at their local hospital, is the first place they would seek advice from in regards to healthcare issues such as joint/movement pain, headaches, skin rashes or colds and flu. In a similar manner, roughly around 41% of the people across the four states disclosed that in future they would rely more on pharmacists for medical advice and concerns.

A significant 74% of Britons would trust a pharmacist to give them reliable advice to help them manage their health’, whereas 66% of Spaniards, 61% of Italians and 54% of Germans also thought along the same lines.”

The findings exposed that 17% of the Britons are most likely to consult online resources such as, search engines, NHS Choices website, other medical websites and apps in the initial stages of their illness. However in other countries, the percentage was quite low; Germans stood at 8%, Italians at 5% and Spaniards at 4%.

Considering the rising interest of Europeans in self-care as well as good quality health care amenities, one factor that remained popular in the survey across all four countries was the fact that 82% of respondents expressed that the products they use should be grounded with science and must come from reputable, legitimate brands. Interestingly, ever since the lockdown came into effect, the number of people in Spain who have strayed from their usual brand has decreased (from 36% to 33%), which indicates an increasing need for trusted brands at such a challenging time.

• Other countries remained largely the same, except, Italy which observed an 8% increase in people purchasing beyond their preferred brand.
• Nearly 81% of Europeans (79% of Britons, 84% of Spaniards, 73% of Germans and 89% of Italians), when choosing any over-the-counter products, seek brands that are trusted, esteemed and have a strong heritage.
• The vast majorities from all four countries (81% of Britons, 86% of Spaniards, 73% of Germans and 89% of Italians) prefer products that are scientifically tested and proven.
• 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 (34%).

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Courage, Compassion and Covid-19

Apart from social distancing and learning to wash and sanitise hands regularly, Covid-19 has taught people countless exquisite lessons. People are recognising the benefits of responsible care for their own self as well as their loved ones, and communities at large. It has taught people to be more compassionate, and take not only their own health seriously, but also be concerned about the health of others around them. Respondents to the survey indicated that they are now more likely to encourage those around them to practise responsible self-care. Results showed that this is of particular concern to Spaniards and Italians:

• On average, three quarters i.e. 75% of Europeans (Spain 82%, Italy 77%, UK 75% and Germany 66%) are now more conscious and vigilant regarding the health of people close to them.
• Although 64% of Europeans (Spain 74%, Italy 70%, UK 65 % and Germany 48%) said that they would now encourage others to take better care of themselves.

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. It’s remarkable 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.”