Issue Permission, not capability, is the binding constraint on guided health retail

Summary

PwC argues that the main limit on retail's health ambitions is permission rather than capability. Retailers have the reach, cross-category visibility, and data to guide consumers through health choices. Consumers may welcome such guidance, but they are selective about whom they trust with health data. They are more comfortable sharing detailed information with their pharmacy than with supermarkets or everyday product companies. PwC therefore advises building trust through pharmacy relationships, expert guidance, and a clear value exchange before asking consumers to share more data.