7 in 10 Brits unaware risk of dementia can be reduced

Most people in the UK don’t realise their risk of dementia can be reduced, despite growing anxiety about the condition and its impact, new research from Zurich UK reveals.

Just one in nine Britons (11%) correctly identify dementia as the UK’s leading cause of death^1, with four in ten (41%) wrongly naming cancer as the biggest killer. This comes as cases are projected to exceed one million by 2030², with one in three people born today expected to develop dementia in their lifetime³.

Concern is widespread and growing: six in ten (59%) say they worry about developing dementia while half (50%) know someone who has dementia or is looking after someone who does. Many are already looking for warning signs in daily life, with two fifths (43%) regularly looking for symptoms and one in five (20%) becoming concerned when they forget something. This concern has likely only increased in recent years – over half (56%) say the Covid-19 pandemic made them more health-aware.

Major knowledge gap in dementia prevention awareness leaves millions at risk

Despite research showing that around half (45%) of all dementia cases could be delayed or prevented by addressing 14 risk factors⁴, only a third of Brits (32%) believe this is possible. Alarmingly, nearly seven in ten (69%) are unaware that lifestyle changes can reduce their risk.

Zurich’s research found that awareness varies sharply. While many recognise risk factors such as having a traumatic brain injury (64%), excessive alcohol consumption (50%), social isolation (50%), smoking (45%), physical inactivity (45%) and depression (42%), fewer could identify:

• Poor quality of education in early life (13%)
• Uncorrected vision loss (20%)
• Hearing loss (25%)
• Air pollution (25%)
• High cholesterol (29%)
• Diabetes (31%)
• Obesity (31%)
• High blood pressure (37%)

Dementia misconceptions also persist, with respondents wrongly linking dementia to lack of sleep (45%), chemical exposure (41%), vitamin deficiencies (37%), dehydration (28%), aluminium (22%) and poor dental hygiene (20%).

Michelle Dyson CB, Chief Executive Officer at Alzheimer’s Society said:

“Zurich's findings underscore the need for greater public education about dementia and the practical steps people can take to reduce their risk. 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.”

Demand for early diagnosis grows

Half of UK adults (50%) say they would want to know in advance if they were going to develop dementia in later life. This is mainly to spend more time with their loved ones (47%), plan care and finances (both 45%), improve their health (40%), document memories (39%) and travel more (38%).

Zurich is supporting efforts to make earlier diagnosis a reality, as well as research that brings the possibility of disease modifying drugs ever closer. In 2024, an additional £25,000 donation from Zurich Community Trust helped fund the launch of the UK Dementia Research Institute’s Blood Biomarker Factory, which is developing faster and more accurate tests. We’re also engaging with important industry initiatives such as Insurance United Against Dementia (IUAD), led by Alzheimer’s Society, which Zurich has donated hundreds of thousands of pounds to over the years. To date, IUAD has raised more than £12 million in the fight against dementia.

Care costs shock – and few are prepared

The survey also highlights a concerning gap in financial planning. Most respondents estimate dementia care costs at around £20,000 per year (11%), while 39% admit they don’t know. In reality, care costs for severe cases of dementia can average at £81,000 per year - £60,000 more than most estimates – with even mild cases averaging £29,000.

Nearly half of those surveyed (49%) admitted they have no financial plan in place to meet future care expenses. A quarter (25%) said they would depend on income, savings, and pensions to cover costs while one in ten (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, people prioritise retirement savings and pensions (30%) and avoiding being a financial burden (30%), while only 11% focus on funding long-term medical care.

Planning for long-term care can be complex, but early steps such as setting up a will and a Lasting Power of Attorney can help families manage financial and medical decisions. Financial advisers are also increasingly supporting clients with tailored solutions, including savings, annuities and equity release.

Peter Hamilton, Head of Market Engagement at Zurich UK said:

“Too many people still believe dementia is an inevitable part of aging, 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.”

Notes to editors

OnePoll surveyed 2,000 UK adults. Fieldwork carried out 28 – 30 April 2026.

• ¹Leading causes of death, UK - Office for National Statistics
• ²What is dementia - NHS
• ³Facts for the media about dementia - Alzheimer's Society
• ⁴Nearly half of dementia cases could be prevented or delayed by tackling 14 risk factors | UCL News - UCL – University College London