Today on International Self-Care Day, we’re pleased to announce that PAGB, the consumer healthcare association, has published a new report exploring consumer trends in self-treatable conditions and self-care practices. The report also highlights some of the next steps that can be taken in policy and practice to help deliver the commitments to self-care outlined in the 10 Year Health Plan.
Our 2025 Self-Care Census Report shares real-world data from our census of 4,000 adults in the UK, looking at trends across the general population in self-treatable conditions, consumers’ attitudes towards self-care and access to health services. The results support the case for prioritising self-care and highlight the benefits it can provide by reducing demand on the NHS, supporting the reduction of health inequalities, as well as empowering people to take ownership of their own health.
The report reveals that attitudes towards self-care are very positive, with 84% of adults agreeing they would choose self-care as their first option for healthcare. However, there is a disparity in the willingness of consumers to self-care versus the actions that they are taking in reality, and confidence to self-care across all the self-treatable conditions we surveyed has declined.
The real-world evidence highlights where OTC medicines, in particular established branded products, are bridging the gap. With 93% of adults who buy branded OTCs saying that the brand name helps them to choose the correct product, it highlights that established trusted brands not only provide wide access to self-care medications but also empower people to self-care.
The consumer healthcare industry is also providing valuable support to people through digital tools and resources that support the self-care journey. With 6 in 10 people using online sources to look up their symptoms for self-treatable conditions, and as outlined in the Government’s 10 Year Health Plan which details that the NHS App will signpost to well-evidenced consumer healthcare products, there is an opportunity for the NHS to utilise existing brand websites and information on medicines already available to consumers to offer reliable and trusted access to self-care.
Michelle Riddalls OBE, CEO at PAGB, shares:
Self-care is an essential pillar of the healthcare system in the UK. Not only does it empower individuals to manage their minor health conditions independently, but it is also key to reducing the strain on primary care services.
As the Government seeks to create a truly modern NHS that reflects the evolving needs of our population with the implementation of the 10 Year Health Plan, we need to see policies put into practice that prioritise self-care and improve access to OTC medicines. Building a supportive environment that equips people with the confidence and resources to self-care is what will ensure the long-term sustainability of our healthcare system.
Read the full report here.
