Trend Health shifts from episodic and institution-led to continuous and consumer-led
Summary
PwC's organising claim: health stops being an episodic encounter arranged by institutions and becomes a continuous concern that consumers direct themselves, increasingly personalised, service-heavy, and embedded in ordinary daily routines.
Classification
Main topicWelfare & Health
Region menusGlobal
Impactscope:global
Time horizon0-3 years (2026-07-26)
Last updated2026-07-29 04:49:52
Evidence 3
- Voice of the Consumer 2026: The rise of everyday health PwC page=1;section=The takeaways 2026-06 accessed 2026-07-26
- Voice of the Consumer 2026: The rise of everyday health PwC page=2;section=Overview 2026-06 accessed 2026-07-26
- Voice of the Consumer 2026: The rise of everyday health PwC page=23;section=What does this mean for your sector? / Health industries: Pharmaceuticals and life sciences 2026-06 accessed 2026-07-26
Observed signals 6
- SignalConsumers bought in three or four wellbeing categories in a year; 69% keep two or more habits
- SignalConsumers name six recurring health goals: longevity, stress, sleep, weight, growth, appearance
- SignalGlobal wellness economy at US$6.8 trillion in 2024, projected at $9.8 trillion by 2029
- SignalPwC positions proprietary product data as the guide to where demand forms next
- SignalPwC surveyed 21,808 consumers across 27 countries for the 2026 edition
- SignalPwC traces health decisions through breakfast, commute, and supermarket in a single day
Part of issues 2
- IssueHealth and wellness cannot be addressed as a single market2 trends · 2 signals
- IssueThe gap between health goals and health behaviour is read as commercial headroom1 trends · 1 signals
Relation types: constitutes · supports
Public id: fm-64a6ff67f44c