Philips Korea emphasized its intention to zone in on the rising Generation Z as a key consumer group for their 2030 Philips Personal Health plans to expand its consumer base in the Korean market.

Philips Personal Health Korea held a press conference on Wednesday at the Plaza Hotel in Seoul.

“Philips aims to improve 2.5 billion lives per year by 2030,” said Deeptha Khanna, Philips's Chief Business Leader of Personal Health, highlighting the business’ future direction in the Korean market. “Through collaboration and harnessing the power of data, we’re aiming to provide solutions that help consumers in the Korean market take care of themselves and their families every day.”

Noting shortages in medical resources, an aging population in the region, and an increase in chronic diseases, Khanna emphasized that the focus on Generation Z is indicative of broader insights that healthcare needs to shift to preventive care so consumers form good self-care better habits to influence their health later on. 

Philips Personal Health offers solutions across oral healthcare, mother and child care, male grooming, and beauty.

In this regard,  Cecilia Grandi, Philips Personal Healthcare Marketing Director for the JAPAC region shared the recent results of a survey conducted on the Gen Z consumer group in Asia.

“Gen Z in Korea shows a high interest in preventive healthcare and comprehensive care of not only physical health but also mental and social well-being,” said Grandi. “They demonstrate a proactive approach to improve healthcare by actively utilizing digital-based personalized healthcare devices and technologies, such as wearable devices and many respondents indicate that they are already sharing or willing to share the data collected through these devices with their doctors or family members.”

However, critics in the room noted that the effort to target Gen Z might prove difficult from a marketing perspective as some of this population does not yet have disposable income. 

In response, Khanna noted that its products are well-used across generations but the Gen Z target audience aligns best with the strategic framework which revolves around prevention, digitalization, and personalization. 

“We will assist in preventive healthcare through smart digital-based personalized solutions to meet consumer needs,” asserted Grandi.

Philips Personal Health also showed a preview of its new electric shaver, Clean&Cut 5000X Series, targeting Gen Z. The product will officially be launched in August.