From Intention to Action: Decoding How South Africans Really Approach Health and Nutrition

South Africans are more health-conscious than ever, but a closer look at the numbers reveals a complicated picture. A recent YouGov Profiles survey of almost 40,000 South Africans shows that while the majority aspire to live healthier lives, intention and behaviour don’t always align.

The findings are promising at first glance: 84% of people say they try to take care of their physical health, 82% believe working out to stay fit is important, and 82% make an effort to eat enough fruit and vegetables. Yet despite these positive indicators, the same data shows that nearly six in ten South Africans are overweight or obese. It’s a striking contrast, a country full of motivation and awareness, but one where daily habits don’t always support long-term health goals.

This gap between aspiration and action is becoming one of South Africa’s biggest wellbeing challenges.

Health Awareness Is at an All-Time High

There’s no denying that health awareness has gone mainstream. South Africans increasingly view wellness as a core part of a balanced life. The majority are not only concerned about physical health but also recognise the importance of emotional wellbeing, with 87% saying it’s important for people to talk about mental health.

This reflects a growing cultural shift toward holistic wellness — one that values body and mind equally. People are taking greater responsibility for their health, whether that means exercising, eating better, or prioritising rest and emotional balance. The data also shows that health-related digital habits are on the rise, with 40% of respondents visiting health and fitness websites or apps weekly and over half regularly browsing food and drink content.

For health and wellness brands, this represents a valuable opportunity to connect with an audience that’s already actively seeking guidance and inspiration. The appetite for wellness is clearly there — but consumers are looking for credible, relatable support to help them stay consistent.

The Motivation Gap Between Knowing and Doing

While the intention to live a healthier lifestyle is strong, the data reveals a consistent pattern: awareness doesn’t always translate into action. For example, 72% of South Africans consider themselves healthy eaters, yet 59% fall into overweight or obese BMI categories. Similarly, 71% say they exercise at least once a week, but 76% admit they wish they exercised more.

Another concerning trend is the reliance on quick fixes. More than 61% of people believe that dietary supplements can replace an unhealthy diet. This mindset suggests that while people want to improve their health, many are turning to convenient shortcuts rather than building sustainable habits.

These insights point to what behavioural scientists often call the “intention-behaviour gap” — the space between what people want to do and what they actually do. For brands, the lesson is clear: simply providing products or advice isn’t enough. The real opportunity lies in helping consumers take small, consistent steps toward meaningful change. Tools like progress tracking, gamified challenges, and habit-based programs can make healthier living feel both achievable and rewarding.

Eating Well: Between Conscious Choices and Convenience

When it comes to nutrition, South Africans are striking a balance between health-focused choices and everyday convenience. The data shows that 72% of people often choose diet or healthy versions of their favourite products, reflecting a growing desire to make small, manageable improvements to their diet without sacrificing enjoyment. At the same time, just over half (53%) believe a meatless diet is the healthier option, suggesting that while plant-based lifestyles are gaining attention, most South Africans are still adapting their habits gradually rather than fully committing to vegetarianism or veganism.

There’s also a noticeable openness to alternative approaches to health, with 63% of respondents saying they are open-minded about homeopathy and alternative medicine. This points to a society that’s increasingly curious about holistic wellness, blending modern science with traditional or natural practices. Interestingly, only 54% rely solely on physician-recommended medicine, hinting at a trust gap in mainstream healthcare. For brands, this presents a clear opportunity: those that can combine scientific credibility with accessible, balanced health education stand to gain trust in a space where consumers are eager for both innovation and authenticity.

Technology’s Role in Modern Wellness

Technology is quietly shaping how South Africans approach fitness and health. The data shows that 70% of respondents believe wearable devices can encourage people to live healthier lives, while 46% say they count their calories. This growing comfort with digital health tracking indicates that consumers want to feel in control of their progress — they’re not just following advice, they’re measuring it.

However, while technology offers powerful tools for accountability, data alone doesn’t inspire discipline. The real potential lies in using these tools to encourage motivation and consistency. Apps and wearables that celebrate small wins, create community challenges, or offer personalised coaching are likely to see stronger engagement. The key is to make digital health feel less like a task and more like a lifestyle companion.

Health as a Measure of National Progress

Beyond personal wellness, health is increasingly seen as a reflection of national growth. According to the survey, 64% of South Africans believe that a population’s wellbeing is a measure of how developed a country is. This shows how health has evolved into a shared value — one that reflects social progress, not just personal success.

This perspective opens the door for broader collaboration between brands, policymakers, and community organisations. When wellness is viewed as a societal goal, not just an individual responsibility, initiatives like community fitness programs, nutrition education, and mental health awareness campaigns become crucial to national development.

What Brands Can Learn from These Shifts

For brands operating in the health, nutrition, and wellness space, the message is simple: people don’t need to be told what to do — they need help doing it. Success lies in translating aspiration into action.

Brands that position health as attainable, not aspirational, will stand out. Messaging that acknowledges imperfection, celebrates small progress, and encourages realistic goals resonates far more deeply than polished ideals.

At the same time, education remains key. With misinformation on supplements, diets, and wellness trends spreading quickly online, there’s a growing need for science-backed, transparent communication that empowers people to make informed choices. Health brands that embrace empathy and education — not fear or pressure — can build meaningful trust and long-term loyalty.

The Future of Wellness in South Africa

South Africans are ready for a new chapter in wellness, one defined by balance, accessibility, and self-awareness. The desire to live healthier is strong, but what people need most now is support, structure, and encouragement.

The next generation of health marketing will belong to brands that make wellness feel human: not a challenge to conquer, but a lifestyle to embrace. The insight is clear — South Africans don’t need perfection. They need progress, made simple and sustainable, one mindful choice at a time.

Methodology:

YouGov Profiles+ South Africa. Data pulled on 2025-11-02

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