Self-care sector sees growth driven by consumer preferences and new technologies

The global self-care sector has been on a notable growth trajectory in recent years, with new technologies one of the key driving forces behind this growth. That is according to a study from Simon-Kucher, conducted in collaboration with the Association of the European Self-Care Industry.

So, what is the self-care sector? What we are talking about are the products and services that people use to maintain or improve their health and well-being. It includes wellness and fitness products, mental health apps, personal care routines, and even over-the-counter medications or supplements.

New technologies have been revolutionizing the sector in recent years. Access to data from wearable devices, genetic tests, as well as health records, all help consumers make more informed health management choices.

Beyond that, AI is also making a mark in the sector. AI tools have been transforming the ways that consumers seek health advice online. People are showing a keen adoption of Gen AI tools like ChatGPT, for a more highly personalized health guidance.

In a survey of consumers, the report from Simon-Kucher and the Association of the European Self-Care Industry found that 84% actively engage in disease prevention. Consumers are increasingly adopting behaviors aimed at preventing diseases and are expected to continuing spending more on aides that help them do so.

What’s more, nearly half of respondents also engaged in preventing issues with their mental health. This highlights a broader shift towards a health-conscious lifestyle that looks to prevent health problems rather than just react to them later down the line.

The study notes several emerging trends including healthy eating, a focus on sleep quality, regular exercise, social activities, work-life balance, and meditation.

Growing consumer spending

With this shift towards disease prevention comes a growing willingness to invest in the products and services that help consumers keep up a healthy lifestyle. The survey found that 67% of respondents spend more than €21 per month on aides for disease prevention.

This spending goes towards a wide range of things like food supplements, fitness equipment, and wellness apps. The majority of consumers said that their spending in this area will likely either increase or stay about the same going forward.

The study shows that consumer demand is going to increase in specialized areas like mental health, age-related health, and gender-specific health. These are areas that are receiving increased attention from a growing pool of consumers seeking products ranging from supplements and mobility aides, to wellness apps and online therapy.

“The landscape of self-care is evolving rapidly, with notable shifts such as the rise in preventative health and focus on women's health,” said Clemens Oberhammer, a senior partner at Simon-Kucher and one of the report’s co-authors.

“Sustainability is increasingly pivotal, alongside the growing influence of digital solutions. To remain competitive, companies must innovate continuously to meet consumer expectations for sustainability.”

A previous survey found that over three-quarters of respondents in the US and UK were planning to buy new wellness and fitness products in 2025. Over 70% of them also said they were willing to spend more than $100 on their purchases.