The trend: US consumers are more worried about affording healthcare for their families than other household expenses, according to a newly published KFF survey of 1,426 US adults.

• 66% are very or somewhat worried about healthcare costs, including the cost of health insurance and out-of-pocket costs for doctor’s visits and prescription drugs.
• Fewer people say they're concerned about monthly utilities like electricity or heat (57%), food and groceries (57%), or their rent or mortgage payments (52%).

Digging into the details: Consumers said that healthcare costs rose over the past year, and most expect no relief ahead.

• Healthcare cost breaks are nearly nonexistent. Over half (55%) said their healthcare costs increased in the past year, compared with only 2% who said they decreased.
• Healthcare inflation tops essentials. While more than 8 in 10 respondents saw their cost of living rise in the past year, among those with higher healthcare costs, about 1 in 4 said those costs rose faster than utilities, and 1 in 5 said they rose faster than food and groceries.
• There’s no hope for the road ahead. Consumers are far more likely to think their healthcare costs will become less affordable in the next year (56%) than more affordable (9%).

Why it matters: Healthcare affordability is top of mind for US consumers, especially as expiring Affordable Care Act (ACA) tax credits and stricter Medicaid requirements could affect future coverage for millions. People with skimpy coverage or no insurance will face even higher healthcare costs, heightening the risk of medical debt, bankruptcy, and financial hardship.

Consequently, healthcare is expected to be a top voting issue in November’s midterms.

• About three-quarters of registered voters in KFF’s poll said healthcare costs will influence both their 2026 midterm vote (75%) and their choice of party (74%).
• Democratic and independent voters are more likely than Republicans to say healthcare costs will influence their vote, but even about half of Republican voters say the issue will affect both whether they vote and which party’s candidate they support.

Implications for health insurers and pharma companies: The Trump administration will continue to address consumer anxiety over rising healthcare costs by blaming two groups: insurers and drugmakers. This resonates with most consumers, who view neither favorably.

As the midterms near, insurers and pharma can counter attacks by pointing to concrete actions to improve affordability.

• The public will be skeptical, but it’s a necessary step to improving consumer perception.
• For insurers, this means being transparent about reducing prior authorizations and denials, and clearly communicating how they’re working with providers to deliver good-faith, upfront cost estimates with no surprises.
• For pharma, this means spotlighting commitments to lower drug prices through administration deals, along with direct-to-consumer efforts to expand access.