Health and Protection news

Aviva research highlights worrying ovarian cancer awareness gaps

Published: 20 Mar 2025

  • 62% of women surveyed lacked knowledge of ovarian cancer. This rises to 73% in women over 55 years
  • 43% thought that a smear test could diagnose ovarian cancer
  • Last year Aviva paid out over £6.4m in private medical insurance claims for ovarian cancer, an increase of 53% compared to 2023
During Ovarian Cancer Awareness Month, new research from Aviva1 highlights a concerning lack of awareness among UK women regarding the symptoms of ovarian cancer. A significant percentage of women surveyed mistakenly believed that ovarian cancer could be diagnosed through a smear test.
On average, around 7,500 new cases of ovarian cancer are diagnosed annually in the UK. However, incidence rates are projected to rise, potentially reaching around 9,400 new cases per year by 2040.2

Last year, Aviva paid out over £6.4 million in private medical insurance claims related to ovarian cancer, marking an increase of approximately 53% from 2023. Most of these claims (91%) were made by women over the age of 40.3  While it’s difficult to directly attribute this increase to one factor, the severity of the cancer, treatment options, and increasing treatment costs are likely contributors.

Aviva’s research also reveals that a significant number of women (62%) felt that they lacked knowledge about ovarian cancer. This rises to 73% in women over 55 years when the risk of ovarian cancer increases.

When we asked what condition that they are most likely to assume if someone was experiencing symptoms such as a persistent swollen tummy, feeling bloated, pain or tenderness in the stomach or having no appetite/ feeling full, just over one in ten (12%) correctly attributed the symptoms to ovarian cancer. This compares to over a quarter of the women surveyed (29%) who associated the symptoms with irritable bowel syndrome. (IBS). Over one in ten (15%) thought that they symptoms may suggest a stomach bug and around a quarter of women surveyed (23%) said that they were unsure.

This lack of knowledge means that many women are waiting a long time before seeking medical help. On average, women would wait around three weeks (18-26 days) before consulting their GP if they experienced symptoms such as a persistent swollen stomach, bloating, or pain and tenderness in the tummy.

If ovarian cancer was suspected, women would typically be offered a pelvic examination and potentially an internal examination initially, followed by blood tests and an ultrasound scan. If necessary, a biopsy may also be performed. Aviva’s research highlighted a lack of awareness of the diagnostic tests that women may be offered if additional investigations are required.

A concerning number of women (43%) thought that a smear test – which is designed to identify cervical cancer – could detect ovarian cancer.

When asked about risk factors, over three in five (65%) women knew that a family history of breast, colorectal, or ovarian cancer was a potential risk factor for ovarian cancer. Over a third of women (35%) were aware of the potential impact of genetic mutations on ovarian cancer risk (e.g., BRCA1, BRCA2). Over two in five women (41%) associated it with getting older. Around one in ten (13%) knew that being diabetic could increase the risk of ovarian cancer. Research suggests there is around a 20% increased risk of developing cancer in those with diabetes compared to those without.

Dr Suba M, Medical Director at Aviva UK Health, said:

"Several risk factors are associated with ovarian cancer, including genetic mutations such as BRCA1 or BRCA2, a family history of ovarian, breast, or colorectal cancer, and age. While lifestyle choices can help lower the risk of developing cancer, many risk factors for ovarian cancer cannot be prevented.

“Raising awareness about ovarian cancer is crucial, especially given the projected rise in incidence rates. Unlike some other cancers, early-stage ovarian cancer does not have one specific sign or symptom and can cause vague gastrointestinal symptoms that anyone might experience. Women may also experience multiple symptoms at the same time.

“It’s vital that women know what to look out for and seek medical advice promptly if they have any concerns. Early detection can make a significant difference in treatment outcomes."

Common symptoms of ovarian cancer and awareness levels amongst the women surveyed

Common symptom according to the NHS

% of women aware of the symptom

% of women who didn’t think the symptom could be attributed to ovarian cancer

 Pain or tenderness in tummy or pelvis

63%

37%

 No appetite or feeling full quickly after eating

32%

68%

 An urgent need to urinate or urinating more often

32%

68%

 Indigestion

15%

85%

 Constipation or diarrhea

21%

79%

 Back pain

38%

62%

 Feeling tired all the time

47%

53%

 Losing weight without trying

56%

44%

 Post menopause bleeding

59%

41%

-ENDS-

References:

1 The research was conducted on behalf of Aviva by Censuswide with 1,025 Female respondents (Aged 16+) between 05.03.2025 - 10.03.2025. Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles and are members of The British Polling Council.  [↑]

2 Cancer Research UK. https://www.cancerresearchuk.org/health-professional/cancer-statistics/statistics-by-cancer-type/ovarian-cancer  [↑]

3 Aviva private medical insurance claims paid for ovarian cancer. Data covers the period Jan 2024-December 2024 and compares to total claims spend for ovarian cancer in 2023. [↑]

Enquiries:

Amber Scott

Protection and Health, Regulation

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