Romania sees rising interest in AI health tools and wellness services

Consumers in Romania are showing a significant trend toward utilizing technology and professional services for health and wellness. According to the PwC Voice of the Consumer 2026 study, 53% of Romanian participants use artificial intelligence as a primary source for health information, a figure higher than both regional (47%) and global (51%) averages.

Specific AI applications include creating personalized fitness plans, meal planning, and identifying sleep or stress issues. Approximately 29% of respondents would use AI for preliminary medical evaluations based on symptoms. However, limited disposable income remains a major barrier for 54% of local consumers seeking to achieve health goals.

Complementing this digital shift, there is a surge in demand for physical wellness services. Data from HomeRun.ro indicates that requests for wellbeing services increased by 64% in the first nine months of the year compared to the previous period. Massage services saw a massive spike, with therapeutic massage requests growing by 464%. While weight loss was previously a primary driver, fitness goals in Romania are shifting toward body toning and muscle building.