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Click here to purchase Roy Morgan's Alternative Health Services Customer Profile
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Over the past decade, the proportion of Australians who have paid for alternative health services has increased from 7.2% to 9.5% and the trend is rising. This represents an increase of 583,000 people, from an estimated 1,110,000 in the year to March 2001 to 1,693,000 in the year to March 2010.

Proportion Paying for Alternative Health Services

Source: Roy Morgan Single Source (Australia) April 2000 — March 2010, 12 month moving averages Australians aged 14+, n=21,136.

The increased use of alternative health services (e.g. naturopathy, massage, acupuncture) has been driven largely by women, 12% of whom (an estimated 1,087,000 women) reported paying for services in the year ending March 2010. Ten years ago the proportion was 8.4%, estimated at 663,000 women.

Women by age group Paying for Alternative Health Services: 2001 vs. 2010

Source: Roy Morgan Single Source (Australia) April 2000- March 2001 n= 14,390 & April 2009- March 2010, n=10,768.

Nick Williams, Healthcare Consumer Consultant, Roy Morgan Research, says:

"The rising trend in the number of Australians paying for alternative health services is most evident amongst women aged between 25 and 64, particularly amongst the higher socio economic groups. Aspirations to wellness underpin the growth of a valuable nutraceutical market, where an array of complimentary medicines is being positioned to match consumer needs.”

To gain a deeper understanding of this group who have paid for alternative health services purchase Roy Morgan's Alternative Health Services Customer Profile

These profiles provide a broad understanding of people who have paid for alternative health services, in terms of demographics, attitudes, activities and media usage in Australia.

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Please click on this link to the Roy Morgan Online Store.

http://www.roymorganonlinestore.com/Browse/Australia/Australian-Population/Personal-Services/Alternative-Health-Service-Customer-Profile.aspx

For comments or further detail, please contact:

Nick Williams - Healthcare Consumer Consultant

Office: +61 (2) 9021-9174    Facsimile: 02 9261 8512    Mobile: 0412 106 330

Email: Nick.Williams@RoyMorgan.com

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