W

hichever way you look at it, there seems to be a direct relationship with wealth and health. Americans and Australians are among the most accomplished sportsmen and women in the world. Among the wealthiest on the planet, they are also the most obese of peoples. In fact, more than 60 percent of the population of both countries are overweight. The problem starts early, during childhood.

In sharp contrast, three out of four Indonesians are in the “acceptable range” of the height to weight ratio. Indonesia’s BMI, or Body Mass Index, is still in very good shape. The percentage of the population underweight has steadily gone down in just three years, from 12 to 10, as at the end of 2010.

The overweight group has gone up from 13 to 14 percent, the obese from 1.2 to 2 in the same period. Small nunbers, but noticeable bulges nevertheless. But overall, the national health report for a rapidly developing nation is good, considering the decline in unemployment and the growth in wages in recent years. Not surprisingly, prosperous-looking waistlines affect the upper third of the country’s socio-economic strata more than it does the less fortunate below.

Today, 45 percent of the nation claims “a low fat diet is a way of life for me”. Almost the same number 42 percent “always think of the number of calories in the food I am eating”. An identical number now believes “health food is not necessary if you eat properly”. Not far behind, 39 percent “would like to able to lose some weight”. With such strong support for healthy eating habits, the good BMI scores for Indonesia are all the more understandable. If the relatively low 32 percent who say “I love to do as many sports as possible” continues to rise, the impact will make the national health card even stronger. With support for sports like football, badminton and volleyball growing stronger, emerging heroes will influence more to join the fold.

Across society, the overwhelming majority of Indonesians are satisfied with the quality of healthcare available around the country. This will come as a surprise to those who jet off to Singapore for anything more than the common flu, but 73 percent believe that “if I had an accident, the local hospital would provide me with adequate treatment”.

Most readers of this column would agree that for the common man on the street, expectations are low and easily satisfied. In contrast, 76 percent say “I worry about getting dengue fever”, reflecting a fear that affects all echelons of society, all walks of life, urban and rural. It remains the single biggest health issue from a “consumer” perspective, an ongoing battle that has yet to be won.

I’m not sure whether this is good news or bad, but Indonesia is increasingly a vitamin-conscious society. Today, 71 percent say they “try to get enough calcium in my diet”. That is undoubtedly a strong line of defense for the country’s well-being. It is also big business, getting bigger. Awareness is high, with Vitacimin, Hemaviton, CDR, Fatigon and Enervon-C dominating as the top five “Brands Used Most Often”. The good health news continues. Two out of three Indonesians “try to buy additive-free food”, reflecting a level of consciousness that will surprise many. Similarly, 61 percent say they are “eating less red meat these days”.

Half the population is “concerned about my cholesterol level”. With prevention always better than cure, these levels of awareness are reassuring indeed. But prosperity will continue to add to headaches, colds and bouts of influenza. In fact, the number of people buying these over-the-counter remedies every four weeks is on the rise. The top five brands addressing thse common ailments are Bodrex, Paramex, Mixagrip, Oskadon and Decolgen.

Indigestion may well be affecting the same number of people as often as before, but the purchase of antacids continues to rise as well. If we look at the five biggest islands in this product category, we can see the change in fortunes. Promag continues to dominate, with 81 percent of those who bought an antacid in the last four weeks buying the popular brand. But Mylanta has now overtaken Waisan nationally, not just in the big cities.

It’s not just reactive but proactive care as well, in a uniquely Indonesian way. The category curiously named “Aphrodisiacs” is also seeing steady growth. Some 4.3 million people bought Pilkita in the last four weeks. The clear market leader is followed by KukuBima with 2.5 million and Hemaviton Action with 1.9 million buyers. The traditional jamu business is also flourishing but brands in the category also compete with unbranded herbal medicines making that category difficult to measure. In comparison, the energy drinks business is on the decline.

The OTC or over-the-counter category is continuing to attract global giants like GSK, Pfizer and J&J to take greater interest in the Indonesian healthcare business. In yet another contradiction of images seen in metro Indonesia, growing numbers of banners and shopsigns blatantly announce the availability of “blue pills”. Whatever the category, above or below the counter, the healthcare business continues to blossom across the archipelago. In a price-conscious market, the generic drugs industry is poised for a big boom as well. Where are they? What are they waiting for?

These observations are based on Roy Morgan Single Source. It is the country’s largest syndicated survey with over 25,000 respondents annually, projected to reflect 90 percent of the population over the age of 14. Over 15 major industries, over 150 product categories are measured every week. Interviews are conducted not only in the cities, but towns and villages around the country.

The writer can be contacted at debnath.guharoy@roymorgan.com.