Trend Health shifts from episodic and institution-led to continuous and consumer-led

Summary

PwC argues that health is turning from something handled occasionally through institutions into an ongoing concern that consumers manage themselves. People are regularly buying for, tracking, and adjusting their health behaviours, creating new occasions around food, sleep, stress, weight, appearance, performance, and longevity. The pursuit of health is becoming more personalised, more focused on services, and built into daily routines. A Novo Nordisk executive, Jeppe Theisen, observes that patients no longer rely on doctors for all their information, so companies need to meet them where they are. PwC concludes that people now manage their health more often, in more places, with more tools, and expect businesses to help with everyday health decisions.