Voice of the Consumer: Health Survey Key Insights 2026

Delivery

This report comes in PPT.

Key findings

Diverse health journeys

Health perceptions, priorities and treatment choices vary significantly across life stages. While younger generations prioritise mental wellbeing, senior consumers are driving demand for healthy ageing and mobility, as they strongly trust medical professionals. Younger cohorts often seek convenience and personalisation in healthcare journeys, leading them to search for health information using Generative AI and social media.

Movement embraces functional nutrition

Exercise habits vary across generations, with many consumers who maintain active lifestyles increasingly linking nutrition to daily performance. This holistic approach is driving consumption of sports nutrition, vitamins and supplements for improved wellbeing and long-term health. Demand for targeted support for muscle growth and post-workout recovery is driving exercisers towards protein and creatine supplementation.

GLP-1 connecting treatment and lifestyles

The adoption of GLP-1 medications for weight loss is leading consumers to redefine their health journeys, as they seek ongoing treatment support, and increasingly look for health information via digital sources. However, barriers such as limited time and lack of enjoyment can make it challenging to build active lifestyles. GLP-1 users are more likely to consume vitamins and supplements, highlighting an opportunity for broader nutritional support related to side effects and adequate nutrition.

Health tracking with confidence

As tracking devices and Gen AI become increasingly embedded in consumers’ routines, concerns about data privacy and security are also growing, alongside digital fatigue. However, health tracking remains a relevant component of healthier lifestyles, particularly among younger cohorts, who are more likely to integrate digital tools into their daily health management, especially related to sleep, weight, steps and physical activities.