Romanian consumers are adopting artificial intelligence for health and wellness faster than their Central and Eastern European peers, according to PwC’s global Voice of the Consumer 2026 study.
More than half of Romanian respondents, or 53%, say they use AI tools as their first source of information on health and wellness. This compares with 47% across the region and 51% globally.
Interest is also expanding beyond basic information searches. Around 36% of Romanian consumers would use AI to develop a personalised fitness or wellness plan, while 31% would use it for meal planning, shopping lists and nutritional advice.
A similar proportion would use artificial intelligence to identify potential sleep or stress issues based on changes in physiological indicators. Around 29% would go further and use AI for a preliminary medical assessment and potential recommendations based on their symptoms.
Disposable income is the main barrier
The strong appetite for technology contrasts with the financial constraints affecting spending on health & wellness. For 54% of Romanian respondents, insufficient disposable income is the main obstacle to achieving their health and wellness goals. The comparable global figure is 47%.
Consumers are therefore concentrating spending on more accessible products. Around 72% purchase vitamins and supplements, while 38% buy specialised healthy foods and beverages.
Participation falls significantly for products or services requiring larger or recurring expenditure. Only 16% spend on fitness equipment, 19% on gym memberships and 23% on preventive medical check-ups.
Just 15% have purchased health or fitness apps and subscriptions, 13% have paid for psychological support such as counselling or meditation apps, while 12% have spent money on SPA treatments or experiences.
