Public Perception in SWEDEN

More than 2,000 Swedish adults took part in the survey. Results are weighted to be nationally representative of age and gender.


Key findings

Swedish men believe that they are in good health

84% of Swedish men believe they are in good health.


A desire to take control

86% of Swedish men wanting to take charge of their health AND 86% of Swedish men are confident in managing their own health.

85% of Swedish men are confident in identifying problems when they arise AND 80% believe they know which healthcare professional they should turn to when something is wrong.

Swedish men 65 YEARS and over in Sweden are the most confident in managing their health and in identifying health problems.

Swedish men are slightly below the survey average in wanting to improve key areas of their health:

Fitness Energy Diet Stress
Sweden 83% 73% 69% 52%
Average 83% 78% 73% 65%


The disparity between beliefs and actions

As for other countries surveyed, the survey shows that while Swedish men are confident and trust healthcare providers, they are not taking advantage of sources of information and advice that they trust.

Whereas 32% of men cite seeing their doctor as their most likely response when feeling unwell or discovering a non-life threatening medical problem, 75% believe that there are medical conditions for which obtaining the appropriate medication should not require a visit to the doctor.

Whereas 2% of men are most likely to turn to a pharmacist when feeling unwell or discovering a non-life threatening medical problem, 80% of men believe that less serious and chronic conditions can be dealt with by a pharmacist rather than a doctor.*

Whereas 18% of men say they’re most likely to look up symptoms and possible treatments online when feeling unwell or discovering a non-life threatening medical problem, 62% of men agree there is plentiful information online to help them choose the right medication.

* 64% of Swedish men feel comfortable using OTC for headaches or migraines, 49% for allergies, and 40% for nausea.


The opportunity for self-care

Swedish men are more confident managing their health (86%) than they are managing their level of work stress (70%) or career decisions (66%).

When men in Sweden feel unwell or discover a non-life threatening medical problem, they are likely to:

Turn to a doctor Look up my symptoms and possible treatments online Ask a friend or family member for advice
32% 18% 7%

Men in Sweden trust important elements of self-care.

79% of Swedish men feel satisfied that currently available health products address their health needs.

3 in 4 Swedish men believe that using over the counter medication means less serious conditions can be dealt with at a pharmacy rather than a doctor’s office.

Bad habits and sexual well-being are important area for improvement

39% of Swedish men consider sexual health to be one of the most important parts of their overall health and well-being.

29% of Swedish men are dissatisfied with the services and access available for sensitive topics like sexual health in their current health systems.

While a huge majority of Swedish men take action when facing problems like sexually transmitted diseases (99%) or irritation and infections (91%), far fewer men take action when it comes to conditions like loss of libido (47%), erectile dysfunction (57%), or pain during sex (58%).


Both men (83%) and women (74%) believe that having a healthy sexual relationship is critical to their happiness.