This report highlights the health-related results of Euromonitor’s International Voice of the Consumer: Health and Nutrition Survey 2025. It covers global consumers’ health perceptions, short and long-term concerns, treatment preferences and habits towards healthier lifestyles.
Delivery
This report comes in PPT.
Key findings
Lifecycles driving health care, needs and opportunities
Consumers’ health perceptions, concerns and preferred treatment approaches vary significantly across life stages. Younger individuals are particularly concerned about anxiety and headaches, while older generations focus on age-related conditions such as joint and muscle pain, mobility problems and eye vision issues. As they prioritise healthy ageing and longevity, Baby Boomers are more likely to seek preventive healthcare and medical support as a treatment approach.
Health objectives support intentional habits and purchases
Consumers are making intentional choices to support wellness, mental health and physical wellbeing, although busy schedules and financial constraints may prevent exercise habits. Across ages, consumers have varied objectives tied to life cycles and health conditions or needs. Within sleeping quality, disorders might correlate with stress levels, menopause and/or ageing, indicating the need for science-backed up solutions.
Ingestible healthcare fostering functional benefits
Vitamin, supplement and sports nutrition purchases are increasingly driven by product functionality related to health concerns and objectives. Highlighting specific benefits is essential to communicate the added value of these products. While hydration, strength and recovery are top consumer needs, successful product innovations target additional benefits, such as immunity and gut health.
Digital platforms and tech solutions offer healthcare and convenience
Online health information sources and tracking devices are especially important for Millennials and Gen Z to navigate their healthcare journeys. Across health objectives and concerns, tracking devices are a convenient tool to improve habits or foster preventative healthcare, supporting consumers within activity and fitness, wellness, body metrics, nutrition and hydration.
Why read this report?
Key findings
Key facts to share
Health as a result of mental and physical wellbeing
Self-rating of health is stable over time, yet differs by gender, age and region
Addressing stress and anxiety is key, while memory issues stand out as future concern
Despite strong differences, sleeping problems affect all generations
Memory and heart issues, as well as mobility problems, are top ageing concerns
Health implications for consumers’ daily routines
Medical professionals and personal network are the main information sources
Baby Boomers prioritise preventative care across generations
Medication is essential for Baby Boomers, while exercise and therapy are preferred by younger consumers
OTC medication is the preferred approach for l ower digestive issues treatment
Physical activity is the key for obesity and weight management across life stages
Active lifestyle is essential when treating or preventing joint and muscle pain
Vitafor introduces multivitamin for GLP-1 users in Brazil
Even on demanding schedules, Millennials stand out in exercise frequency
Hydration and strength are the top needs for sports nutrition consumers
Sleep disorders are real for stressed consumers, and across age splits
Continuous demand for functionality and transparency
BioAth l etic innovates with a probiotic hydration powder
Social media and AI increasingly driving health decisions among youth
Tracking devices support healthcare, objectives and prevention
Wearables and apps encourage healthier and active lifestyles
Bayer and Samsung collaborate on sleep disturbance research
Key recommendations
Why is Euromonitor’s consumer insights data unique?
Overview of Voice of the Consumer: Health and Nutrition Survey
Voice of the Consumer: Health and Nutrition consumer segments 2025
Consumer Health
It is the aggregation of OTC, Vitamins and Dietary Supplements (VDS), Sports Nutrition, and Weight Management and Wellbeing
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