From Treatment to Daily Management... Samil PwC: "The Global Health Consumer Landscape Is Changing"

Consumer Survey Conducted in 27 Countries
Super-Aging, Digitalization, and GLP-1 Trends Unfolding Simultaneously

There is an analysis that the approach to healthcare is rapidly shifting from a treatment-oriented model, where people visit hospitals when they are ill, to a preventive and self-management model that focuses on everyday monitoring of sleep, nutrition, and weight. The competitive landscape across related industries—such as food and beverage, distribution, healthcare, and pharmaceuticals—is also transitioning from simple product sales to service models that support continuous health management for their customers.

Analysis of Global Health Consumer Trends

On August 12, Samil PwC announced, "We have published the report 'Voice of the Consumer 2026 Healthcare Consumer Trends: Health Management as a Way of Life'." The report was based on a survey of 21,808 consumers across 27 countries worldwide.

According to the report, consumers have started to perceive health as something to be continuously managed on their own, rather than relying on medical institutions. More than half of respondents cited 'living longer and healthier' as their main objective, and expressed high levels of interest in stress management, sleep improvement, and weight management.

The survey found that 80% of consumers make use of mobile apps or wearable devices in their health management process. When purchasing products, price competitiveness, ease of use, and clear information provision were identified as key factors. At the same time, consumers are actively utilizing solutions that combine data, diagnostics, coaching, and subscription services to achieve specific goals.

Korea as a Global Leading Indicator Market

The report particularly highlighted Korea as the 'leading indicator market' where these changes are being experienced first. This is due to Korea's fastest progression into a super-aged society, its high acceptance of digital and artificial intelligence (AI), its established foundations in health functional foods and the K-beauty industry, and the simultaneous spread of glucagon-like peptide-1 (GLP-1) class obesity treatments.

In fact, in Korea, consumption of health functional foods is moving toward a personalized approach, while AI-based skin diagnostics services and remote health management platforms are also spreading rapidly.

The report suggested that companies should transform from solely selling products to adopting service-oriented models that support the entire health journey of consumers. For example, food and beverage companies should expand into personalized nutrition management and subscription service platforms, while distribution companies need to broaden their role to offering personalized curation platforms for customers.

Yongbum Seo, Leader (Partner) of the Pharmaceutical and Biotech industry at Samil PwC, stated, "Health is no longer something to be restored and managed through medical services, but rather something that consumers should continuously manage on their own in their daily lives," adding, "In the future, companies that make it easier and more convenient for consumers to proactively manage their health will be recognized as having greater value in the market."

This content was produced with the assistance of AI translation services.