Safety vs Savings: What brands must know as consumers reassess risk
As the cost-of-living crisis deepens, new data reveals a troubling shift: almost seven in ten Britons would consider choosing a less rigorously tested medication if the price was right. Despite valuing safety and quality above all else, rising costs are pushing many to make trade-offs they never expected to face. With trust wavering and concerns about authenticity growing, the pressure is mounting on brands—and the system—to help consumers feel protected.
The context: A new kind of trade-off
For the 1.5 million people in the UK who use weight loss drugs, half of those estimated to be on Mounjaro, the stakes have risen sharply. In September, manufacturer Eli Lilly raised prices significantly, by as much as 170% in some cases. That increase poses a very human question: when health and finances collide, which do we prioritise?
We’re already living through a cost-of-living poly-crisis, but this moment feels different. It marks a shift into a new phase, one where people must choose between protecting their health and protecting their bank balance.
The data: Compromise comes at a cost
Our recent survey exploring medication, cost and safety in the UK shows a clear tension between what people say they value and what they’re prepared to do when money is tight.
When choosing medication, people told us that the most important factors to them are:
72% – product quality and effectiveness
70% – safety and a proven track record
50% – availability and ease of access
49% – cost
39% – brand reputation
On paper, safety and quality clearly outrank price. But when we move from stated priorities to real-world choices, the story becomes more complicated.
47% say they would always choose a safe, rigorously tested medication over a cheaper alternative.
A surprising 40% say they would usually choose the safer, more rigorously tested option—unless the cost difference was significant.
This trade-off is particularly driven by those aged 35–54, a group especially feeling the squeeze of family and household costs. In other words, many are willing to compromise on rigorous testing to secure a lower price—and potentially compromising their health to save the pennies.
So, what does a “significant saving” look like in practice?
1 in 5 say a 20% saving would be enough for them to choose a less rigorously tested medicine.
This rises to 1 in 3 who would switch for a 30% saving, and 1 in 2 for a 50% saving.
Overall, almost 68% would consider a less rigorously tested product at some level of discount.
This pattern is less pronounced among those aged 55+, likely linked to the cushioning effect of free prescriptions; meaning they are under less pressure to trade away safety for savings.
Put simply: safety is a priority until the price gap becomes too big to ignore.
Regulation and reassurance: Who’s protecting the public?
Consumers aren’t blind to these risks—and many feel unprotected in a landscape that’s becoming harder to navigate. With more medication options than ever, the responsibility for judging what’s safe increasingly sits with individuals who lack the expertise to make informed decisions. And 76% believe the government should regulate medication prices more tightly to protect consumers.
The rapid growth of online pharmacies adds another layer of complexity to the issue, with 71% worrying about the authenticity of medication sold online. Choice has expanded but so has doubt: only 52% of consumers trust that online pharmacies follow the same safety regulations as those on the high street.
Looking ahead, there are growing fears about what happens when prices rise further.
72% believe black-market or counterfeit versions will become more common as prices rise, and 77% say the UK needs a clearer, more recognisable symbol to show that medications are approved and safe for use to help combat this. A more visible and consistent way of identifying “approved” medicines could help consumers feel more secure.
In a market where confidence is essential, this growing sense of uncertainty is a critical challenge.
So, what does this mean for brands?
For brands in health, wellness and pharmaceuticals, the implications are immediate and significant — but the lessons extend far beyond these sectors. Any industry where consumers must weigh risk against cost, or rely on trust signals when making decisions, can learn from these findings.
1. Show empathy and recognition—across every sector
Consumers are navigating difficult trade-offs, and brands that acknowledge this reality with transparency and sensitivity build stronger loyalty. The same principle applies across sectors where people weigh value against the perceived risk or reliability of their choices — from financial services to food and drink to everyday household essentials.
2. Make reassurance effortless—trust cues matter universally
When people consider switching to options that may be lower quality, less well known, less established or potentially less safe, brands must make quality and legitimacy easy to see. Tools that help include:
Recognised certifications or seals.
Transparent sourcing and testing.
Third-party endorsements.
Clear proof of performance from real users
These cues now shape decisions far beyond healthcare—from tech (“Is this secure?”) to automotive (“Is this reliable?”) to everyday goods (“Is this what it claims to be?”).
3. Build familiarity and credibility—known brands win when stakes feel high
When uncertainty rises, people default to what feels familiar. Recognition becomes shorthand for safety, reliability and reduced risk—and our data shows just how powerful that instinct is. Only 23% of consumers would feel comfortable using a lesser-known alternative in the weight-loss drug category (such as Mounjaro), compared with 41% in a more familiar category like painkillers.
This pull towards the known and trusted plays out across many sectors. Consumers lean toward:
Brands with a long-standing presence that feel tried-and-tested.
Products they’ve used before, even if cheaper or newer options exist.
Providers with clear reputations, whether through tenure, visibility or recommendation.
In pressured times, familiarity becomes its own form of reassurance—helping people feel safer in their choices when so much else feels uncertain.
These findings reveal a simple but powerful truth: people want to make safe, informed choices—yet the rising cost of living is pushing many into decisions they never expected to face. What we’re seeing in healthcare is a wider signal for every category where trust matters. As consumers weigh risk against affordability in new and uncomfortable ways, brands that show empathy, remove complexity and provide clear, credible reassurance will stand out. Those that step up now—with transparency, understanding and genuine proof of trustworthiness—will not only support people at a moment of real pressure, but earn confidence that endures long beyond the current crisis.
The Harris Poll UK helps brands understand how people think, feel and act—especially at moments of uncertainty and change. From fast-turn research to deep strategic insight, we work closely with organisations across sectors to decode consumer behaviour and uncover what truly drives decisions.
If you’d like to explore what these findings mean for your brand and your sector, or need support navigating shifts in consumer trust, safety perceptions or value trade-offs, we’d love to help. Contact us today and start the conversation.