Simon-Kucher’s Better Health Report 2025 reveals UK consumers leading in prevention awareness, combining trust in healthcare professionals with growing use of AI and digital tools.
London, UK – 04 September 2025 – UK consumers are at the forefront of Europe’s prevention movement, embracing proactive health management and setting new standards in self-care. Simon-Kucher, the world’s leading commercial growth and pricing consultancy, together with the Association of the European Self-Care Industry (AESGP), has published its annual Better Health Report 2025. Based on a survey of more than 2,700 consumers across seven European markets, the report finds the UK leading in prevention awareness, with consumers increasingly turning to AI for support while continuing to place strong trust in medical professionals.
Key findings from the UK
- 81 percent of UK consumers say their awareness of prevention has increased in the past five years, ranking highest across all countries surveyed. Among 30- to 45-year-olds, awareness reaches 91 percent, the top figure across Europe.
- 77 percent already use wearables, health apps, or dietary supplements to support their health – slightly below the European average of 81 percent.
- UK consumers show the highest reliance on healthcare professionals when making decisions about preventive products, highlighting the importance of trusted external advice.
- 63 percent are influenced by AI when buying prevention products; a figure that climbs to nearly 90 percent among under-30s. Only 9 percent follow AI recommendations uncritically, with the majority using AI as guidance rather than a replacement for medical advice.
- More than 20 percent spend over £45 (€50) per year on preventive healthcare products or services, broadly in line with the European average.
- Willingness to pay remains strong: 45 percent of respondents plan to increase spending on prevention in the coming years, and fewer than 10 percent expect to reduce it.
“UK consumers are setting the benchmark for prevention awareness in Europe,” said Clemens Oberhammer, Senior Partner at Simon-Kucher in Munich. “The findings highlight a distinctive mix of high awareness, strong trust in healthcare professionals, and increasing use of digital tools. This creates an opportunity for consumer healthcare companies to design solutions that combine trusted medical guidance with technology-enabled support.”
Bhavisha Gandesha, Director at Simon-Kucher in London, added, “The challenge now is converting awareness into long-term habits. In the UK, demand for personalized services and regular consultations is already strong. Companies that align expert input with digital convenience will be best placed to lead the next phase of self-care.”
Get the full report on request or download it here.
About Simon-Kucher
Simon-Kucher is a global consultancy with more than 2,000 employees in 30+ countries. Our sole focus is on unlocking better growth that drives measurable revenue and profit for our clients. We achieve this by optimizing every lever of their commercial strategy – product, price, innovation, marketing, and sales – based on deep insights into what customers want and value. With 40 years of experience in monetization topics of all kinds, we are regarded as the world’s leading pricing and growth specialist.