Keen on chemical or back to nature?

But that's only half the story. When asked whether they'd ideally opt for natural medicine or drugs, our respondents displayed some polarised views. Overall, the slight majority were inclined to agree that natural is better. The most fervent supporters were our Russian respondents, with two thirds in agreement.

Says Anton Timergaliev: "When we talk about the popularity of natural medicine, it is important to remember that only a hundred years ago a large majority of the Russian population was rural (and plenty of natural remedies were close at hand). Urbanisation, although rapid, is relatively new and many traditions remain strong."

Also big advocates of alternative medicine are the Germans - clearly for different reasons given their easy access to pharmaceutical products. Explained Manfred Eberlein:

"Germany has a long-standing tradition of using homeopathy and natural remedies. Whilst it is widely accepted here that pharmaceuticals are important for treating more serious illnesses, Germans are likely to opt for homeopathy or herbal remedies to treat smaller complaints such as colds, allergies, restlessness / nervousness, sleeping disorders or sporting injuries - they are perceived as less aggressive and to offer more holistic, long-term healing.

"Germans are very careful about their bodies! To compound or perhaps explain this cultural leaning, an increasing number of doctors have an extra degree of specialisation in natural medicines, and so can prescribe pharmaceuticals and advise on alternative approaches."

When asked about scepticism towards non-pharmaceutical approaches, the US was essentially equally divided on this issue, as were Brazil, Bulgaria, and Canada.

So what approaches are the most popular? Herbal remedies and massage were the most likely to have been tried in all markets, at 24% and 21% respectively. This was excepting India, where Traditional Chinese Medicine at 19% was the leading non-pharmaceutical approach.

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> Can't go, won't go...

> The doctor will see you now

> How alternative is 'alternative medicine'?

> Doctor's orders

> Just ask 'Dr Google'