Prevention emerging as a growing health priority for most European consumers
Across Europe, consumers are increasingly feeling informed, motivated and empowered to take health into their own hands. According to a new report, consumer expectations, digital and AI tools are playing a major role in driving Europe’s self-care revolution.
Based on a survey of more than 2,700 consumers across seven European countries, the report by Simon-Kucher and the Association of the European Self-Care Industry (AESGP) found that for most people, prevention is no longer a passive aspiration – it has become an active part of how they approach their daily health.
Over 7 in 10 consumers said that they have increased their awareness of disease prevention over the last five years, and notably, this percentage is higher among younger consumers (nearly 80%). This higher awareness builds on several factors, including easier access to health-related content online, higher digital fluency, personal or family health experiences and the availability of health tools.
Asked what they are aiming to achieve with their health awareness, the top reason cited is the desire to extend their healthy lifespan: meaning not just living longer, but instead living a better life. This is closely followed by avoiding disease and prolonging life, suggesting that while longevity remains a goal, maintaining vitality and independence is what truly drives behaviour
“The findings make it clear that people want to improve their quality of life, not just live longer,” said Clemens Oberhammer, senior partner at Simon-Kucher.
The report highlights growing demand for both seamless digital and in-person engagement. While trust in healthcare professionals like doctors and pharmacists remains high, consumers are increasingly turning to AI for information, convenience, and personalized recommendations.
Overall, over half of the consumers surveyed (55%) say they rely on AI to support health-related decisions. Among 18 to 28-year-olds, this figure rises to 81%, showing just how much younger consumers trust digital tools.
What’s in the prevention basket?
Consumers are using a comprehensive mix of digital and non-digital aids to support their prevention routines.
Non-digital products still dominate the consumer basket. The top categories actively purchased include vitamins, minerals, or supplements (80%), specific food/diet that promises preventative/health benefits (49%) and prescription medications like weight loss pills and blood pressure medicines (36%).
In the digital realm, mobile apps are the main driver, including those that link with wearables. Digital medical devices are used by over one third of consumers that are prevention-minded.
Overcoming barriers
Among those who don’t actively indulge in health prevention, a lack of time is the main barrier, with 54% of consumers citing it as a key reason for not engaging. Many consumers still feel unequipped to act. In fact, most (71%) say they would engage more consistently if they had better support, whether through professional guidance, tailored tools, or clearer recommendations.
Financial limitations are a strong deterrent to prevention engagement, particularly among lower-income consumers. Among this group, 42% cite cost or lack of financial resources as a reason for not engaging in prevention, a markedly higher figure than in middle- or high-income brackets. According to the author, this suggests a continued need for more accessible, affordable prevention solutions
The opportunity for the market
With self-care on the rise, Simon-Kucher and the AESGP say that companies in the sector should keep a close pulse on the industry’s development and shift their models and offerings to capitalize on the opportunity.
Oberhammer: “Consumers are moving from a reactive mindset to a proactive one, and that shift will change how brands, retailers, and healthcare providers need to engage with them. Companies that combine trusted guidance with smart innovation will come out ahead.”
Chris Rebholz, partner at Simon-Kucher, added: “Self-care is becoming omnichannel. Consumers expect the ability to research, compare, and buy prevention products anytime and anywhere. Companies that deliver a credible, connected, and convenient experience will lead the next wave of growth in health and wellness.”
The report further emphasizes the need for companies to future-proof their strategies, innovate their product portfolios, and optimize their pricing to ensure they continue to meet the evolving demands of current and future generations.
