Romania stands out for the speed at which consumers are adopting AI in healthcare. More than half (53 percent) of local participants in PwC’s global Voice of the Consumer 2026 survey say they use AI tools as their first source of information about health and wellness, a higher share than at regional (47 percent) or global level (51 percent).

More than one-third (36 percent) of Romanian consumers are open to using AI to create a personalised fitness or wellness plan. In addition, almost one-third (31 percent) would use AI for meal planning, shopping lists and nutrition advice, while a similar share of respondents would use AI to identify potential sleep- or stress-related issues based on changes in physiological parameters. Furthermore, approximately 29 percent of local consumers would use AI for a preliminary medical assessment and potential symptom-based recommendations.

“Romanian consumers’ openness to using AI for health and wellness-related matters also reflects more limited access to medical consultations. As the use of AI tools, smart devices, and health and wellness applications grows, companies offering reliable, personalised, technology-based solutions will benefit,” said Adina Vizoli, Health & Pharma Leader, PwC Romania.

Income levels limit Romanians’ investments in health

A longer and healthier life is the main health and wellness objective for Romanian consumers, followed by reducing stress and improving mental health, mirroring consumers’ priorities at regional and global level.

However, a lack of disposable income is the main barrier to achieving health and wellness goals, cited by 54 percent of local respondents. This percentage is higher than the global average of 47 percent and represents one of the most significant differences between Romanian consumers and consumers in other markets.

Under these circumstances, Romanian consumers primarily turn to affordable solutions, such as vitamins and supplements (72 percent) and specialised healthy foods and beverages (38 percent), to a greater extent than consumers in the region and globally. However, they are less willing to commit to activities and services requiring larger and ongoing investments, such as fitness equipment (16 percent), gym memberships (19 percent) or preventive medical check-ups (23 percent).

In addition, only 15 percent of Romanians have purchased health or fitness applications or subscriptions, 13 percent have paid for psychological support—including counselling and meditation apps—and 12 percent have purchased SPA experiences or treatments. These percentages are similar to those recorded in the region but below the global average.

“Romanian consumers place greater emphasis than consumers in Central and Eastern Europe on value for money when deciding which health and wellness products or services to purchase, with perceived value being even more important than cost. They also need clear information about the benefits of products and how they work, and are looking for personalised services that meet their specific needs,” Adina Vizoli explains.

Other findings of the study

• One-third (32 percent) of Romanians rate their health as excellent or good, compared with 26 percent of respondents at regional level and 31 percent globally.
• Only 39 percent of Romanians exercise frequently, compared with 44 percent of participants at regional level and 58 percent globally.
• Monitoring protein, fibre and calorie intake is less widespread in Romania than in Central and Eastern Europe and globally.
• Romanians are more interested in sleep-related products—including teas, calming beverages, and sleep or energy supplements—than consumers in Central and Eastern Europe and globally.
• The use of GLP-1 medications is still limited in Romania; however, approximately one in four consumers is considering using them in the future.