Asia: Need to narrow the health and mortality protection gaps
Source: Asia Insurance Review | Sep 2025
Asia’s consumers are navigating an era of growing economic uncertainty. Job insecurity, increased costs of living, chronic health burdens and longer life spans are reshaping how people think about financial protection according to a new survey by Swiss Re.
The 22-page Life & Health consumer survey 2025 conducted by Swiss Re Institute and released in July 2025 includes the views of 12,000 consumers across 12 Asian markets (including both advanced and emerging economies).
The survey findings reveal a detailed look into shifting attitudes, unmet needs and what consumers want from life and health insurance.
The survey says for insurers the message is clear: aligning with consumers’ evolving preferences through product innovation is not only a competitive imperative, but also a path toward closing Asia’s persistent protection gaps.
The respondents evinced strong interest in life and health products, particularly in emerging Asia where 60% said they intend to buy life insurance in the next year. Yet barriers like perceived high price, lack of consumer knowledge and awareness, and product irrelevance were frequently cited reasons to not buy cover.
Broader concerns over job security and cost of living present further barriers. Unemployment is the biggest worry for about 60% of respondents in emerging Asia. In the region’s advanced economies, 45% cited cost of living as their main concern. A