Irish consumers are shifting their focus toward proactive health management, driving a projected rise in spending on wellness activities, supplements, and medication. A new survey by PwC Ireland, which polled more than 1,000 consumers, indicates that individuals are taking a more active role in managing their health goals. Technology, including wearables and AI-driven insights, is becoming a central component of these daily routines. The data suggests a market where discretionary spending and routine grocery choices are increasingly shaped by health considerations.
Spending Shifts and Primary Health Goals
The financial implications of this health focus are substantial. 41% of respondents plan to increase spending on health and wellness activities over the next 12 months. Another 33% intend to spend more on vitamins, minerals, and supplements, while 20% expect to increase their outlay on medication. These figures highlight a tangible shift in consumer budgets away from traditional discretionary categories and toward personal wellness.
Leading a longer life remains the dominant objective, cited by 53% of participants. Reducing stress followed closely, with 44% identifying it as a priority. Losing weight was a key goal for 40% of those surveyed. These objectives are not abstract; they are being pursued through specific behavioral changes and dietary adjustments.
However, significant barriers hinder progress. Stress, fatigue, and low energy levels were highlighted by 65% of respondents. Difficulty staying motivated was a challenge for 60%, while a lack of time cited by 52%. These obstacles suggest that convenience and ease of use will be critical factors for products and services in this sector.
Current Health Status and Lifestyle Habits
Self-assessment reveals a mixed picture of physical health. 27% rated their current status as “excellent” across areas like cardiovascular health and physical fitness. A further 35% described their health as “good, having minor concerns.” Mental health, however, presents a more difficult challenge, with 38% rating their wellbeing as poor or average and expressing some concerns.
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Exercise remains a central pillar of these routines. Nearly six in ten (59%) engage in physical exercise at least a few times each week. 37% regularly practice nutrition or dietary planning. Home cooking is also prevalent, with 68% saying they often or always prepare meals at home. This home-based approach extends to supplementation, as 56% frequently take vitamins or minerals.
Food safety concerns are influencing these dietary choices. 48% of respondents expressed extreme or very high concern about ultra-processed foods, while 47% worried about pesticide use. Environmental pollution and microplastics also raised alarms, cited by 46% and 41% respectively. As a result, 56% expect to increase consumption of fresh produce in the coming year, and 48% plan to cut back on processed and high-sugar items.
The Role of Technology and AI in Wellness
Technology is no longer optional for many Irish consumers; it is integrated into their health monitoring. 81% use apps or wearable devices for at least one health activity several times a year. Common uses include exercise monitoring, sleep tracking, and medication management. This widespread adoption indicates a high level of comfort with digital health tools.
Trust in these tools is growing, particularly when professional validation is involved. 58% said they would be willing to pay extra for a wearable device if its data could be trusted by healthcare professionals and reviewed as part of their care. This willingness to pay for verified data suggests a premium market for high-quality, clinically relevant tech.
Artificial intelligence is entering the information-gathering process. 64% typically use an AI tool when seeking health information before consulting professionals or family. Support for AI’s role is strongest among younger demographics. 77% of those aged 18 to 44 are comfortable with AI performing health tasks, compared to 53% among those aged 45 and over. This generational divide may shape how health products are marketed and designed in the coming decade.
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Health professionals remain the most influential source of advice, cited by 59% of respondents. Friends, family, and colleagues were named by 52%, while only 9% identified AI as their primary influence. This indicates that while AI is a common tool, human expertise still holds significant weight in decision-making.
GLP-1 Medications and Consumer Value
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.
Despite the interest in innovation, value remains the top priority. 81% of respondents said value for money is the most important factor when purchasing health products. Cost followed closely at 79%, with convenience at 68%. Half of respondents described health supplements in Ireland as either “very expensive” or “somewhat expensive.”
This price sensitivity creates a distinct challenge for market participants. Retailers and manufacturers must balance the demand for premium health solutions against the clear preference for affordability. The tension between these two forces will determine which strategies succeed in the Irish market.
Ruth McNamee, Partner in PwC Ireland’s Retail & Consumer Practice, noted that healthcare is becoming more continuous and consumer-led. “People are managing their health and wellness more often, in more places, with more tools and higher expectations and they are using AI,” she said. The survey suggests that as consumers weave monitoring into their daily routines, they are looking for support across the entire health and wellness sector, creating opportunities for tailored products and services.