Signal PwC surveyed 21,808 consumers across 27 countries for the 2026 edition

Summary

PwC's Voice of the Consumer 2026 research rests on a survey of 21,808 consumers in 27 countries. The report uses this sample to show how quickly health-related actions are becoming part of ordinary life. Respondents said they regularly buy for, track, and adjust their health behaviours. The survey data is supplemented by interviews with executives in healthcare, pharmaceuticals, retail, and consumer goods, who described the same shift. The breadth of the sample allows PwC to compare regions and generations, for example in the use of AI for health questions.