5 key consumer health trends and what they mean for employers

 The VitalityHealth Claims Insights Report 2025 sheds light on people's changing health needs and explains how insurers are adapting to deliver the best possible outcomes. We summarise the key takeaways below and share what it could mean for employers.

1. People want more support to stay healthy 

Consumers increasingly recognise the value of embracing healthy lifestyle choices and proactively tackling the causes of ill-health; 87% of private health insurance customers said they wanted their health insurer to support them to be healthier, outside of making a claim[1]*.

This growing demand for preventative, insurer-led support dovetails with broader shifts in employee expectations. For example, Vitality’s Britain’s Healthiest Workplace Report[2] found that 63% felt their employer should do more to support their health and wellbeing – with mental health, private medical insurance and financial wellbeing identified as the most useful initiatives to be offered[2].

Investing in proactive and holistic wellbeing support isn’t just a nice to have, it’s a business imperative. Employees want to be incentivised and supported to make healthier lifestyle choices and to be given the tools and resources to prioritise their health and wellbeing. 

It’s a win-win for employers who want healthy, happy and productive staff and employees who are looking for proactive employer-led health and wellbeing support. 

2. There’s a growing demand for everyday healthcare services

Health insurance is no longer viewed as a reactive safety net; consumers are using their cover more frequently[1] to access proactive support that can address health issues at the first sign of symptoms and prevent more serious conditions from developing.

According to the latest VitalityHealth Claims Insights Report, between 2019 and 2024, Talking Therapies claim rates increased by 167% (while claims rates for treatment as an out-patient, in-patient or day-patient reduced) and physiotherapy claim rates increased by 30% (while in-patient and day-patient musculoskeletal claims reduced)[1].

This data highlights that early, accessible interventions through everyday care can help reduce the need for more intensive treatment options.

'Products are moving from purely reactive insurance coverage to proactive assurance...helping people to live in better health for longer.'

Dr Arun Thiyagarajan, CEO, VitalityHealth

3. Younger consumers are increasingly turning to health insurance

Younger consumers are using their health insurance cover more frequently; 93% of consumers aged 18 to 34 used their health insurance cover in the last 12 months[1]*. GP appointments, optical and dental and screening and diagnostics were the most utilised benefits, suggesting that this cohort wants support with diverse everyday care needs[1].

This tallies with additional Vitality polling which found that consumers were most likely to have used their health insurance for GP appointments (39%), a figure which rose to 51% for 18 to 34-year-olds[3].

With private healthcare increasingly viewed as an ‘essential’ for younger working-age people[4], offering health insurance as part of your benefits package could help businesses to meet growing expectations for employer-led health and wellbeing support.

4. Digital access is revolutionising health insurance

According to the report, consumers are increasingly likely to make a claim online or through an app. In fact, in the first seven months of 2025, 71% of all VitalityHealth claims authorisations started online through Vitality GP or Care Hub[1].

As expectations around access to digital and on-demand healthcare services continue to rise, consumers – and employees – may want access to fully online end-to-end everyday care services.

Webinar: the trends revolutionising health insurance and what they mean for you

In this webinar, our expert panel including Dr Arun Thiyagarajan, CEO, Vitality Health, Dr Katie Tryon, Chief Commercial Officer, Vitality Health and Pippa Andrews, Director of Corporate Business, Vitality examined the trends shaping the industry and the implications for advisers and businesses looking to meet the changing needs of their clients and employees.

5. New medications could change the way people manage their health

As weight-management medications become more widely available, 23% of private health insurance consumers said they have used or are using this treatment pathway[1].

With obesity on the rise[5] and Vitality’s Britain’s Healthiest Workplace Report finding that there was a 51% increase in the number of UK employees being recorded as obese (between 2014 and 2023)[2], employers can play a more proactive role in tackling obesity in the workplace.

Importantly, VitalityHealth’s Claims Insights Report found that just 19% of those who were taking or considering weight-management pathways said it was recommend by a GP[1].

This data raises concerns about a lack of awareness and clinical oversight around weight-management medications, highlighting the importance of accessible clinical guidance which can be accessed through business health insurance.

[1] VitalityHealth Claims Insights Report, Vitality 

*Vitality and Opinium survey of 1,000 UK private health insurance customers, September 2025

[2] 10 years of Britain’s Healthiest Workplace: The changing face of the UK at work, Vitality

[3] Vitality Private Healthcare 2025 Report

[4] Two-thirds of workers want PMI as standard employee benefit, Corporate Advisor

[5] Obesity profile: short statistical commentary, May 2025, Gov.uk

Related: 5 ways employees can take control of their health