Better Health Report 2025: 81% of Gen Z Use AI for Health Guidance – Self-Care Goes Digital, Connected, and Personalized
Prevention is no longer just a good intention – it’s becoming an integral part of daily life. This is the core message of the Better Health Report 2025, published by Simon-Kucher, the world’s leading commercial growth and pricing consultancy, in partnership with the Association of the European Self-Care Industry (AESGP).
Based on a survey of over 2,700 consumers across seven European countries, along with expert interviews and secondary research, the report shows that self-care is undergoing a digital transformation – and younger generations are leading the way.
- 81% of Gen Z (aged 18–28) already use artificial intelligence (AI) to guide their health-related decisions
- 73% of all respondents say their awareness of prevention has increased over the last five years
- 55% rely on AI for health decisions – rising to 81% among Gen Z
- 79% still trust medical doctors most for prevention advice, and 67% trust pharmacists
- Nearly a quarter spend more than €50 annually on preventive products or services
“Our findings clearly show that people don’t just want to live longer – they want to live better,” says Clemens Oberhammer, Senior Partner at Simon-Kucher in Munich.
Consumers are shifting from a reactive mindset to a proactive one, fundamentally changing how brands, pharmacies, and healthcare providers must engage. Companies that combine trusted advice with intelligent innovation will be the winners in this evolving market.
The report also highlights growing expectations for a seamless blend of digital and in-person health experiences. While trust in healthcare professionals remains high, consumers are increasingly turning to AI for information, convenience, and personalized support.
“Self-care is becoming omnichannel,” adds Chris Rebholz, Partner at Simon-Kucher’s Munich office. “Consumers expect the ability to research, compare, and purchase health products anytime, anywhere. Those who deliver a credible, connected, and convenient experience will lead the next wave of growth in health and wellness.”