81 percent of Gen Z now use AI to guide their health decisions, showing a major shift in how self-care is personalized and accessed.
Bonn, July 2025 – Prevention is no longer a passive aspiration. It has become an active part of how people approach their daily health. Simon-Kucher, the world’s leading commercial growth and pricing consultancy, together with the Association of the European Self-Care Industry (AESGP), has released the Better Health Report 2025, a comprehensive study that shows how digital tools, AI, and rising consumer expectations are transforming self-care.
The report is based on a survey of more than 2,700 consumers across seven European countries, as well as expert interviews and secondary research. It reveals some of the most important changes in consumer health behavior:
73% say their awareness of disease prevention has increased in the last five years
81% already use some type of preventive aid, either digital or non-digital
55% rely on AI to support health-related decisions, and among 18 to 28-year-olds this figure rises to 81%, showing just how much younger consumers trust digital tools
Nearly a quarter now spend more than €50 per month on preventive health products or services
79% trust medical doctors most for prevention advice, while 67% place high trust in pharmacists
“Our findings make it clear that people want to improve their quality of life, not just live longer,” said Clemens Oberhammer, Senior Partner at Simon-Kucher, based in Munich. “Consumers are moving from a reactive mindset to a proactive one, and that shift will change how brands, retailers, and healthcare providers need to engage with them. Companies that combine trusted guidance with smart innovation will come out ahead.”
The report also highlights growing demand for seamless digital and in-person engagement. While trust in healthcare professionals like doctors and pharmacists remains high, consumers are increasingly turning to AI for information, convenience, and personalized recommendations.
“Self-care is becoming omnichannel,” added Chris Rebholz, Partner at Simon-Kucher’s Munich office. “Consumers expect the ability to research, compare, and buy prevention products anytime and anywhere. Companies that deliver a credible, connected, and convenient experience will lead the next wave of growth in health and wellness.”
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.