Decoding the modern health consumer

The consumer health landscape is undergoing a transformation, driven by evolving consumer expectations and technological advancements. Trust and consumer loyalty now need to be earned through clear brand identity, products with demonstrable efficacy, and wrap-around supporting services such as consumer information and support. This blog explores the results of a Deloitte survey of over 7,000 healthcare consumers to obtain a comprehensive understanding of consumer health profiles, product usage and future expectations, purchasing behaviours and the underlying motivations driving those choices. This blog is the first in a series exploring the geographical differences in our survey results and includes the importance of trust and influence as well as consumer attitudes towards health technologies. In future blogs we will explore topics such as the nuances of the UK population responses and how consumer health companies can adapt to the evolving opinions and expectations of consumers.

About our survey

This research is based on a survey conducted by Deloitte in Autumn 2024, gathering responses from 7,140 participants across seven key markets, see Figure 1.

Building trust and loyalty: the importance of people and proof

Consumer trust is evolving across all consumers, in an era where consumers are also grappling with information overload across all TV, media and social media channels and in-store experiences. Trust is increasingly centred on two core pillars: credible, science-backed evidence and authentic human relationships. Seventy-seven per cent of consumers rated a product being ‘clinically proven or endorsed by a healthcare professional’ as important in influencing their purchase decisions. Furthermore, Figure 2 shows that brand switching is influenced more by recommendations, than advertising. This highlights the importance of expertise and personal connection in building trust and confidence in a consumer health product. Organisations that prioritise scientific evidence and empower healthcare professionals as advocates are likely to build the most resilient and trusted brands.

Young adults: seeking innovation, demanding proof

Our survey reveals that a standout characteristic of the younger generation of health consumers (ages 18-34) is a blend of adventurousness and scepticism. While a majority (57 per cent) actively look for new products to try, and 55 per cent are willing to pay a premium for an innovative format like a gel or spray, a substantial portion (52 per cent) believe that ‘many consumer healthcare products are not as effective as they claim to be’, see Figure 3. This scepticism presents a crucial challenge for brands in how to attract this demographic: they are influenced by novelty but require transparent, demonstrable proof of efficacy. Conversely, the over 65s are less likely to experiment and switch brands.

Women are our ‘Chief Health Officers’: a powerful, yet complex role

Our survey results highlight the significant, yet complex, role of women in purchasing decisions. Women are often the primary decision makers for health and wellbeing products for their family, with 74 per cent reporting this responsibility. This influence is particularly pronounced among women aged 35-64 (79 per cent), who are more proactive in self-care for common ailments like headaches (44 per cent) and digestive issues (42 per cent) than men (39 per cent and 38 per cent respectively). This makes them a critical target demographic for most brands.

Women aged 35-64, however, also report the lowest levels of confidence in their own physical health (11 per cent rating themselves as ‘below average’ and 2 per cent as ‘very poor’), suggesting that they may not prioritise their own health as much as their family’s health or don’t see products that meet their needs. Furthermore, women aged 18-34 face the highest mental health challenges across all demographics (13 per cent rating their mental health as ‘below average’ and 4 per cent as ‘very poor’). This presents a dual challenge to consumer health companies: to engage and motivate women as the influential household purchaser while simultaneously developing products and services that directly address their unique and often unmet health needs.

How location and income are dividing the world’s approach to wellbeing

The concept of a single ‘average’ consumer is outdated. Health realities are profoundly shaped by location and socioeconomic factors, creating significant disparities in attitudes, behaviours, and needs. Our survey analysis reveals a distinct ‘urban health bubble’, where affluent city-dwellers report the best health outcomes, highest exercise rates, and have the greatest receptiveness to new technologies like AI screening tools. Conversely, consumers in rural areas demonstrate more traditional health behaviours and significantly higher resistance to new technologies, for example, resistance to trying an AI health chatbot is twice as high in rural areas as it is in cities (24 per cent and 12 per cent respectively), potentially influenced by lower health and digital literacy levels.

There is also disparity between countries, with India and China-based respondents reporting engagement with AI health assistants (67 and 63 per cent respectively likely to use one), but the UK and Germany exhibiting considerable scepticism, (45 and 42 per cent, respectively). Additionally, Asian markets demonstrate significantly higher engagement with health tech and at-home testing than Western markets.

We asked consumers how likely they were to use a list of devices in the next six months, ranging from health tracking apps, to smart weighing scales to heart rate monitors. Respondents from India, Brazil and Turkey show the highest ‘plan to use rates’ across almost every category, whereas the UK and Germany have the highest rates of consumers ‘not planning to use’ these devices, often exceeding 70 to 80 per cent. Furthermore, the majority of consumers in the UK (62 per cent) and Germany (59 per cent) have never used any at-home tests, this contrasts to just 21 per cent of India-based respondents. This suggests the importance of targeted approaches that cater to the diverse needs and preferences in different geographies.

The growing demand for personalised health and technology solutions

Our survey analysis reveals three rising consumer expectations for health companies:

1. a growing demand for personalised health solutions, with over a third of consumers expressing ‘strong interest’ in tests that lead to tailored product recommendations (36 per cent)
2. while there is interest in AI-powered health tools (25 per cent plan to ‘seek advice/care from an AI assistant’ in the next 12 months), adoption remains concentrated among younger affluent urban populations who see it as a convenient source of information (51 per cent)
3. at-home testing, such as blood tests and DNA kits, is becoming more prevalent, with consumers viewing them as a potential entry point for more personalised healthcare; 36 per cent say they would like to ‘take a blood/saliva/DNA test to learn more about my body/health’ in the next 12 months.

Strategic questions for companies to answer

Understanding consumer opinions and expectations is crucial, but translating this knowledge into actionable strategies is paramount for success in the consumer health market. The following key questions can help:

1. Are you investing enough in your relationships with health care professionals (HCPs)? Are you equipping them to be your best advocates, and being distinctive and value-adding in how you interact with them?
2. What is the best way of communicating scientific evidence to consumers?
3. How do you best address the difference in health and digital literacy that impacts access to and adoption of new products and technologies within and between urban and rural localities, countries and socioeconomic groups?
4. What monitoring and measurement will help you track the effectiveness of your trust-building initiatives?
5. How can the unique, unmet health needs and concerns of women in healthcare be met proactively?
6. What is your strategy for creating more tailored products and how will you ensure data privacy and security?

Conclusion

Our survey shows the importance of keeping a finger on the pulse of the changing behaviours of consumers. Organisations which prioritise scientific evidence and engage effectively with and empower HCPs are likely to be more successful in building and maintaining brand loyalty.  Similarly, understanding the diverse needs of different consumer segments - from the tech-savvy urban consumer to the more traditional rural consumer and acknowledging the unique role of women as primary healthcare decision-makers - is crucial for developing effective, targeted strategies. By embracing personalisation, leveraging consumers’ appetite to engage with new technologies, and demonstrating proof of efficacy, companies can cultivate lasting trust and loyalty with today's evolving consumer base. We look forward to exploring these strategies and more in future blogs on this topic.