A significant portion of Pakistanis are embracing a healthier lifestyle, according to a recent study conducted by Gallup Pakistan in collaboration with the Worldwide Independent Network of Market Research (WIN).

The survey results, part of the Annual Worldviews Survey, reveal that a majority of the population perceives themselves as healthy despite a notable decline in those rating themselves as “very healthy” compared to previous years.

The study, which surveyed 1,000 nationally representative Pakistanis, highlights a cautious recalibration of dietary habits in response to economic pressures and heightened health awareness. Key findings from the report indicate that 78% of Pakistanis consider themselves healthy or very healthy, although this reflects a drop from 33% to 16% in those who see themselves as very healthy since 2018.

Dietary trends show a significant reduction in the consumption of packaged foods, sweets, and fast food, with 52%, 49%, and 53% of respondents respectively reporting decreased consumption this year. Conversely, there is an increased intake of fruits, vegetables, and dairy products, with 44% and 33% of Pakistanis enhancing their consumption of these healthier options.

Despite these positive trends, the study also points to challenges such as the lower uptake of vitamin supplements and organic foods compared to global averages. Only 27% of respondents reported regular vitamin intake, still below the global average of 34%. Furthermore, organic food consumption has seen a significant decline, with 41% of participants reporting reduced consumption.

Demographic insights from the survey suggest that healthier dietary behaviors are more prevalent among the youth, the highly educated, and full-time workers. In contrast, women, retirees, and economically vulnerable groups are more likely to reduce consumption of certain food categories, primarily due to affordability issues rather than preference.

This detailed examination of health perceptions and nutritional trends provides a foundation for targeted health campaigns and policies aimed at promoting healthier lifestyles across Pakistan. Amnah Imtiaz, Director of Research Operations at Gallup Pakistan, emphasized the impact of economic and cultural forces on dietary choices and highlighted the importance of tailored public awareness campaigns and policies to address nutritional challenges.

The findings underscore the growing awareness of health and nutrition in Pakistan, yet also highlight significant gaps in access, affordability, and consistency, particularly for vulnerable and less-educated populations.