Not sure where you have read this to understand fully in the context it is used. However if it's in relation to a customer thinking, then often a health and care policy is seen as a luxury protection product in that for many it's not a key purchase and hence is a 'nice to have'. Compare it to say life cover which often is taken because of a mortgage and some lenders insist on it. No one will pay off that debt should you die hence its an essential purchase. Contrast this with health and care - there is health care system in place so medical cover for example is a nice to have. Likewise there is a level of care often available so when you buy health and care you are buying extra peace of mind that can help financially if and when you need it. But there is less of a case of compulsion. Does this help at all in the context of where your sentence is taken from?
Thanks, response fits in now. The core reading says: If the policy is deemed non-essential, then the people choosing to purchase are doing so to gain! so yes i see the relation to customer thinking here. Thanks
