Today's consumers are increasingly aware of the importance of health, yet the journey from intent to action remains full of obstacles. By linking actual FMCG purchasing behaviour with attitudes toward mental and physical health, we can uncover how they strive to lead healthier lives, how this influences their purchases, and what role they expect brands to play.
Our latest Who Cares? Who Does? Health 2025 reveals how health concerns are reshaping real-world FMCG choices more rapidly than ever before. It highlights five health trends driving brand growth at scale and shows how changing habits and new regulations are redefining the FMCG landscape. Covering 30 countries and 96,000 respondents, it connects what shoppers say with what they actually do — and pinpoints how brands can help close the intent–action gap.
Say
Our most comprehensive view yet on attitudes related to health and wellbeing provides globally consistent and robust data for 30 countries and 96,000 respondents across four continents.
Do
We’ve refined our unique segmentation to capture how shoppers act on their health ambitions.
Purchase
We directly connect attitudes to real brand purchasing, combining survey insights with purchase panel behaviour.
Key highlights of our health report
- How consumer health concerns are reshaping product choices
- The impact of the GLP-1 weight loss drug revolution on shopper attitudes
- The rise of reduced sugar and alcohol consumption trends
- How brands are driving growth by aligning with health-minded consumers
How we will help you to grow your business into the wellbeing market
Understand how health influences shopper, segment trends, attitudes around the world
Value of most engaged shoppers in your category
Establish the role of retailers and manufacturers within health
Maximize the success of your brand strategy by targeting global & local health trends
Identify and target shopper based on their health and wellbeing behaviour to optimize performance
How do we do it?
The Who Cares? Who Does? Health 2025 is a globally harmonised survey across 30 markets on our household purchase and usage panels, operated by Worldpanel by Numerator and Europanel.
This year’s study connects real purchase behaviour with consumers’ evolving health attitudes — providing brands with powerful insight into how to close the gap between say and do.
Included markets:
- APAC - China, India, Indonesia, Thailand, Vietnam
- AMERICAS – Argentina, Bolivia, Brazil, CAM, Chile, Colombia, Ecuador, Mexico, Peru, USA
- EUROPE – Belgium, Czech Republic, Denmark, France, Germany, Great Britain, Hungary, Ireland, Italy, Netherlands, Poland, Portugal, Slovakia, Spain, Sweden
- MEA – Saudi Arabia, South Africa
Contact our experts
Reach out to our team to learn more about the country-level reports.