Tech powers the age of ‘always-on’ health: PwC’s Voice of the Consumer 2026
Monday, 7 September 2026
Apps, wearables and AI have transformed the way Australians manage their health and wellbeing, with a deluge of data creating an ‘always-on’ approach and shifting one-off habits into everyday routines, according to PwC's Voice of the Consumer 2026 report.
The research, based on a survey of 1,001 Australians, found technology has enabled Australians to continuously track, interpret and act on their goals, with longevity ranked as the top ambition (21%), followed by improved sleep (15%), and reduced stress (13%).
Stress, fatigue, or low energy are the leading barriers to achieving these outcomes, cited by 64% of people.
PwC Australia’s retail and consumer industry leader, Brian Man, said the way Australians engage with their health has been fundamentally reshaped.
“The traditional approach to health was episodic, reactive, and led by industry. Now it is a daily priority that’s proactively managed, personalised, and driven by the consumer and data.”
“Today’s consumers live in a world of constant feedback about their nutrition, fitness, and rest. This has allowed them to judge their wellbeing through a broader set of indicators, and redefined how we shop, eat, exercise and recover.”
Digital triage an entry point to trusted care
AI has become an early stop in the healthcare journey, with 63% of Australians saying they use the technology for initial research before consulting a healthcare professional or another source. However, only 4% rely on AI alone, and healthcare professionals remain the most influential source of action for 61% of people.
Consumers are also drawing on data from apps and wearables, with 82% using the devices to monitor at least one health and wellness activity, rising from 68% last year and pulling ahead of the global average of 80%. The most popular use cases include exercise tracking, medication reminders, and sleep management - providing personalised health insights in real-time.
“What’s emerged in the AI-era is a more informed and engaged consumer, empowered by data-rich digital tools."
“With tailored insights at our fingertips, Australians are constantly reassessing what good health looks like. They’re setting ambitious new benchmarks to optimise their wellbeing while adopting new habits, and then tracking those adjustments to meet their evolving goals.”
PwC Australia’s health industry leader, Nicola Lynch, said technology must sit within a trusted system of human expertise.
“AI and apps can be powerful pathways to support earlier intervention and prevention, helping patients navigate initial questions and concerns. Many Australians are no longer waiting for a single clinical interaction to start thinking about, or acting on, their health.”
“But in the age of information overload and conflict, the value of credentialed expertise is increasing, and Australians still seek professional advice to make safe decisions.”
GLP-1s redefining health behaviours beyond weight management
GLP-1 adoption continues to grow, with at least half a million Australians now taking them every month. PwC’s report suggests the impact of GLP-1s has extended beyond weight management, acting as a catalyst for the following lifestyle changes amongst users:
Attention to nutrition (64%), with a greater focus on planning and using meals to manage energy, performance, and recovery.
Amount of exercise (63%), as uptake increases in gym memberships and personal training, and new wellbeing practices are adopted.
Spend on health and wellness (55%), including on beauty treatments, devices, and subscriptions.
Spending on food (58%), as demand lifts for high-protein diets, fresh produce, and smaller-portion formats.
"In the pursuit of sustained results, consumers are no longer thinking about health in silos. GLP-1s are an example of how one treatment can lead to wider changes in lifestyle."
“The medication becomes a trigger for them to reconsider other everyday choices from the foods they buy, to their workout routines, the clothes they wear, and the beauty products they use.”
Australia’s top health priorities and purchases
65% of Australians rate their current health as good, but 35% of those surveyed rank it as poor or life-restricting, sitting above the global average of 28%. The figure rises to 43% among women, compared with 27% of men.
Vitamins, minerals, and supplements are the leading health purchase, with 60% of consumers buying an item in the past 12 months.
Despite a shift in habits and goals, value for money remains the key consideration when purchasing health and wellness products or services (75%), followed by convenience or ease of use (70%), and personalisation (57%).
As the $141 billion wellness economy continues to grow, Mr Man said Australians are increasingly looking for convenient, affordable and trusted products, services and experiences that help them pursue their ambitions.
“Better sleep, lower stress, and higher energy used to be treated as clinical outcomes alone. Now, they are wellbeing focus areas that define our daily routines and rhythms.”
“Achieving these goals is no longer tied to a single touchpoint, spanning digital tools, nutritional support, beauty and care products, clothing and coaching, or professional advice. This presents an opportunity for the industry to build engagement earlier in the journey and offer personalised solutions.”
To read the full insights from 'Fit and informed: The rise of everyday health in Australia', visit here.
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