"By improving understanding and encouraging earlier action, both in terms of looking after health and finances, people can feel more in control of their future."
- Peter Hamilton - Zurich UK
New research by Zurich UK has found that 59% of Britons are anxious about developing dementia in later life, yet almost half have not made a financial plan to meet care costs and the majority of people don’t know that they can reduce their risk with lifestyle changes.
Cases of dementia are projected to exceed one million by 2030, with one in three people born today expected to develop the condition in their lifetime. Just one in nine Britons correctly identified dementia as the UK’s leading cause of death, while four in ten wrongly believed it was cancer.
Six in ten said they worry about developing dementia, while 50% know someone who has dementia or is looking after someone who does. Many are already looking for warning signs in daily life, with 43% regularly looking for symptoms and 20% becoming concerned when they forget something, as 56% said that the Covid-19 pandemic made them more health-aware.
However, despite research showing that 45% of all dementia cases could be delayed or prevented by addressing 14 risk factors, only a third of people believe this is possible, and nearly seven in ten are unaware that lifestyle changes can reduce their risk.
Zurich’s research found that awareness varies sharply. 64% identified a traumatic brain injury as a risk factor, while half of people recognised excessive alcohol consumption and social isolation, 45% recognised smoking and physical inactivity, and 42% identified depression as increasing risk.
However, just 13% knew that poor quality of education in early life can be a risk factor, while only 20% recognised uncorrected vision loss and 25% identified hearing loss.
In addition, only 25% knew that air pollution can contribute to the risk of dementia, only 29% were aware of the dementia risks caused by high cholesterol levels, and not many more understood that dementia can be linked to diabetes, obesity and high blood pressure, with awareness of the former two standing at 31% and the latter at 37%.
Dementia misconceptions also persist, with 45% respondents wrongly linking dementia to lack of sleep, 41% to chemical exposure, 37% to vitamin deficiencies, 28% to dehydration, 22% to aluminium and 20% to poor dental hygiene.
Half of UK adults said they would want to know in advance if they were going to develop dementia in later life, with 45% saying they wanted to know so they could plan their finances and care, while 47% said it was so they could spend more time with their loved ones and 40% so they could improve their health.
Nevertheless, the survey highlights a gap in financial planning. Most respondents estimated that dementia care costs around £20,000 per year, while 39% admitted they are unaware of the cost. In reality, care costs for severe cases of dementia can average at £81,000 per year, with even mild cases averaging £29,000.
Nearly half of those surveyed admitted they have no financial plan in place to meet future care expenses. A quarter said they would depend on income, savings, and pensions to cover costs, while 11% would have to sell their home. Only 7% said they are relying on an insurance payout, and just 10% have a critical illness insurance policy.
When planning for the future, 30% of people said they prioritise retirement savings and pensions and avoiding being a financial burden, while only 11% focus on funding long-term medical care.
Zurich UK says that early steps such as setting up a will and a Lasting Power of Attorney can help families manage financial and medical decisions, and that financial advisers are also increasingly supporting clients with tailored solutions, including savings, annuities and equity release.
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"Zurich's findings underscore the need for greater public education about dementia, and the practical steps people can take to reduce their risk," Michelle Dyson, CB, chief executive officer at Alzheimer’s Society, said.
Michelle continued: "Research suggests that nearly half of dementia cases could be delayed or prevented by addressing modifiable risk factors, a reminder that everyday choices genuinely matter. Regular exercise, avoiding smoking, tackling hearing loss and managing long‑term conditions such as high blood pressure and diabetes all play a meaningful role.
"Taking a holistic approach to overall health remains one of the most effective ways we currently know to support brain health as we age."
Peter Hamilton, head of market engagement at Zurich UK, added: "Too many people still believe dementia is an inevitable part of ageing, which it isn’t. Our research highlights a clear gap between the public’s growing concern and their awareness of what they can do to reduce their risk. By improving understanding and encouraging earlier action, both in terms of looking after health and finances, people can feel more in control of their future.
"There is a real opportunity to change the story on dementia – by improving awareness of preventable risk factors, enhancing the care currently available for those living with dementia, and supporting research that will lead to earlier diagnosis and the development of disease-modifying treatments. At Zurich, we’re committed to helping drive that progress."
