Issue The gap between health goals and health behaviour is read as commercial headroom

Summary

PwC treats the distance between what consumers want for their health and what they actually do as an opening for business. Sleep is the clearest case, with many naming it a top goal while relatively few actively track or work on it. That gap creates room for wearables, nutrition, supplements, smart environments, pharmaceuticals, and care services. A single goal can call for several solutions at once, since someone trying to sleep better might need a supplement, a sleep monitor, stress reduction, coaching, pharmacy advice, or clinical support. The implication is that companies can grow by helping consumers close the gap rather than only selling individual products.