A new report by Simon-Kucher and AESGP shows that prevention has moved from being a passive aspiration to an integral part of daily health routines. Based on a survey of over 2,700 consumers across seven European nations, along with expert interviews and secondary research, the findings reveal that 73% of respondents say their awareness of disease prevention has increased in the past five years.
Meanwhile, 81% now use some form of preventive aid, digital or otherwise. Among individuals aged 18–28, 55% rely on AI for health-related decisions. Nearly 25% indicated they spend more than $54 per year on preventive health products or services. Trust remains strong in health professionals: 79% turn to medical doctors and 67% to pharmacists for preventive advice.
According to Clemens Oberhammer, Senior Partner at Simon-Kucher, “Our findings make it clear that people want to improve their quality of life, not just live longer. 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.”
The report highlights that individuals increasingly expect seamless access to prevention tools across digital and physical channels. Chris Rebholz, Partner at Simon-Kucher’s Munich office, highlighted, “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.”