PwC survey finds growing demand for supplements, wellness activities and personalised health tools, while consumers place increasing trust in wearables, apps and AI-driven insights.
Irish consumers are becoming increasingly focused on their health and wellbeing, with spending on wellness activities, supplements and medication expected to increase over the coming year, according to PwC Ireland‘s latest Voice of the Consumer survey.
The research, which surveyed more than 1,000 consumers across Ireland, highlights a population taking a more active role in managing health goals, with technology, wearables and AI becoming a growing part of everyday wellness routines.
“People are managing their health and wellness more often, in more places, with more tools and higher expectations and they are using AI”
The survey found that 41% of consumers plan to increase spending on health and wellness activities over the next 12 months, while 33% intend to spend more on vitamins, minerals and supplements. One in five (20%) said they expect to increase spending on medication.
The longer life economy
Leading a longer life remains the biggest health objective for Irish consumers, cited by 53% of respondents. Reducing stress was identified as a priority by 44%, while 40% said losing weight was among their key goals.
Consumers also outlined the barriers they face in achieving better health outcomes. Stress, fatigue and low energy levels were highlighted by 65% of respondents, while 60% pointed to difficulty staying motivated and 52% cited a lack of time.
More than a quarter (27%) rated their current health status as “excellent” across areas such as cardiovascular health, immune function and physical fitness. A further 35% described their health as “good, having minor concerns”.
Mental health remains a challenge for many. The survey found that 38% of respondents rated their mental wellbeing as poor or average and said they had some concerns.
Exercise continues to play a central role in consumers’ wellbeing routines. Nearly six in ten (59%) engage in physical exercise at least a few times each week, while 37% regularly practise nutrition or dietary planning. Two-thirds (68%) said they often or always prepare meals at home, and 56% frequently take vitamins, minerals or supplements.
Health concerns are also influencing food choices. Almost half of respondents said they are extremely or very concerned about ultra-processed foods (48%) and pesticide use in food (47%), while 46% cited environmental pollution and 41% pointed to concerns about microplastics.
As a result, many consumers are planning dietary changes. More than half (56%) expect to increase consumption of fresh produce during the next year, while 38% plan to consume more vitamins, minerals and supplements. One in five intend to increase their intake of plant-based proteins, while 48% plan to cut back on processed and high-sugar foods.
Technology is playing an increasingly significant role in supporting these health ambitions.
According to the survey, 81% of Irish consumers use apps or wearable devices for at least one health and wellness activity several times a year. Common uses include exercise monitoring, sleep tracking and medication management.
Health professionals remain the most influential source of advice, cited by 59% of respondents. Friends, family members and colleagues were named by 52%, while 9% identified AI as their primary influence on health-related decisions.
AI’s role in healthcare
The study also found that AI is becoming part of the information-gathering process for many consumers. Nearly two-thirds (64%) said they typically use an AI tool when seeking health or wellness information before consulting healthcare professionals, family members or websites.
Consumers are also showing greater confidence in connected health technologies. More than half (58%) said they would be willing to pay extra for a wearable device if the data generated could be trusted by healthcare professionals and reviewed as part of their care.
Support for AI’s role in health and wellness is strongest among younger consumers. Overall, 68% said they were comfortable with AI performing at least one health and wellness task, including providing nutritional guidance, creating personalised fitness plans and helping predict potential health issues.
Among people aged 18 to 44, support rises to 77%, compared with 53% among consumers aged 45 and over.
“The survey shows that health and wellness in Ireland is increasingly shaping both discretionary spending and routine grocery choices,” said Ruth McNamee, Partner in PwC Ireland’s Retail & Consumer Practice.
“People are managing their health and wellness more often, in more places, with more tools and higher expectations and they are using AI. What we’re seeing, as a result, is that healthcare is becoming more continuous and consumer-led. As Irish consumers weave monitoring their health alongside wellness decisions into their daily routines, they’re looking for support from right across the health and wellness sector. Many are open to AI playing a role to help them to achieve their goals.”
Impact of GLP-1s
The research also explored the growing impact of GLP-1 medications such as Ozempic, Mounjaro, Wegovy and Zepbound.
While only 6% of Irish consumers currently take GLP-1 prescription medication for diabetes or weight loss, a further 21% said they would be open to using these treatments in the future.
PwC found that GLP-1 users tend to report broader changes to their lifestyle habits. Those taking the medications were more likely to increase exercise, pay closer attention to nutrition labels and spend more on health and wellness products. They were also more likely to monitor fibre, protein and calorie intake, use sleep tracking tools, access counselling services and engage in nutrition planning.
The survey suggests these behavioural shifts could create new opportunities across retail, healthcare and consumer goods sectors as consumers seek products and services tailored to evolving dietary and wellness needs.
Irish consumers also expressed strong interest in health-related services linked to technology, with 64% interested in health insights and diagnostics, 58% in coaching and behaviour-change services, and 52% in devices, equipment and smart environments.
Despite growing demand for innovation, consumers remain firmly focused on value. The survey found that value for money is the most important factor when purchasing a health or wellness product or service, cited by 81% of respondents. Cost followed closely behind at 79%, while convenience (68%) and clear information (66%) were also significant considerations.
Half of respondents said health supplements in Ireland are either “very expensive” or “somewhat expensive”.
“For consumer and retail businesses, wellness can no longer be treated as a standalone category,” McNamee said. “It’s becoming embedded across shopping missions, product choices, service expectations, and digital engagement. The opportunity for the consumer goods sector lies in connecting credible health-led propositions with convenient, personalised, and technology-enabled experiences that help consumers make better-informed decisions.
“Shoppers expect new products and services to support their changing health and wellness needs. Innovative food and lifestyle products, digital first solutions and personalisation will define the future of the consumer goods sector.”
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