Gen Z APAC consumers are willing to pay more for better health outcomes

Gen Z consumers focused on preventive products and services in the category of consumer health.

More than half (58%) of Gen Z amongst 51% of consumers in the Asia Pacific (APAC) were willing to increase their spending on healthcare in exchange for better health outcomes and experiences, and greater efficiency. 

A report by Bain & Company revealed that Gen Z consumers were focused on preventive products and services in the consumer health category, reflecting a notable demand surge for nutrition and supplements. 

Meanwhile, around 85% of respondents showed interest in healthcare maintenance and lifestyle changes.

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With adopting wellness trends, half of consumers in high-income groups reported spending more on nutritional supplements, compared to 45% of the overall population.

“Healthcare is no longer a passive experience. Asia Pacific consumers are taking charge of their health  and are willing to invest in wellness.” Vikram Kapur, head of APAC  Healthcare & Life Sciences practice, Bain & Company, said.

The report by Bain includes a 2023 survey covering 2,300 consumers across nine markets in the APAC region for insights on consumer-centric trends in healthcare consumption.