The public are increasingly reliant on pharmacists as sources of health information, a survey of 500 UK consumers has found.

Research carried out by communications company Kaizo in November 2022 found that 20 per cent of people rely on their local pharmacist for health advice, up from a finding of five per cent in a similar survey in 2020.

Forty-seven per cent said they rely on a GP, doctor or nurse for health information, a 10 per cent increase on 2020.

Meanwhile, trust in Government health advisors has fallen considerably, down from 65 per cent to 35 per cent. Twenty-eight per cent said print, online and broadcast media was one of their most trusted sources for health information.

The survey also found that mental health has overtaken Covid, colds and flu as consumers’ biggest health concern, with 39 per cent of respondents saying it has become their top concern, and that many are suffering from “health messaging fatigue”.

Kaizo managing director Rhodri Harries said: “Consumers have been bombarded with health information for two years now, and this, coupled with the ongoing decline in print and online news readership means health communicators need to reevaluate their approach.

“Clear, trustworthy health information saves lives and reduces the burden on the NHS – but only if people pay attention to it.”