DIGITAL & TREND

Digital Fitness & Well-Being:

market data & analysis
Market Insights report

October 2023
 Table of Contents

Overview Appendix
Summary 5 Product Overview 33
Market Definition 6 Author 34
Key Takeaways 7

Market Numbers
Revenue by market 9
Average Revenue per User by market 12
Users by market 15
Penetration rate 18
Key Players Landscape 19
Company Profiles 21
Startup Analysis 27
Deep Dives 30

2
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3
CHAPTER 1

Overview
 Digital Fitness & Well-Being drives growth in Digital Health Market
Overview: Summary

Summary

The Digital Fitness & Well-Being market is experiencing significant growth due to
the increasing customer preferences for convenient and personalized fitness
solutions.
Customer preferences:
Digital fitness and well-being solutions are on the rise, as customers seek
anytime, anywhere access to a variety of workout options, personalized training
programs, and virtual coaching. Interactive features, social connectivity, and
gamification elements are also in demand, making fitness more engaging and
enjoyable.
Trends in the market:
The Digital Fitness & Well-Being market is growing rapidly, driven by the
increasing awareness of the importance of health and fitness, as well as
advancements in technology. Key trends in the market include the rise of
wearable devices and fitness trackers, and the growing popularity of online
fitness communities and social platforms.
Local special circumstances:
Local cultural preferences and traditions influence the Digital Fitness & Well-Being
market in some countries. For example, digital platforms that offer yoga,
meditation, and mindfulness programs are particularly popular in certain Asian
countries where there is a strong emphasis on holistic well-being.
Underlying macroeconomic factors:
The Digital Fitness & Well-Being market is growing rapidly, driven by rising
disposable incomes, increasing urbanization, and the COVID-19 pandemic.
Consumers are placing a greater focus on health and wellness, and digital fitness
solutions provide a convenient and effective way to stay active and maintain well-
being, even at home.
Digital Fitness & Well-Being market is growing due to customer preferences for
convenient and personalized solutions, rise of wearable devices and online
communities, and underlying macroeconomic factors.

Sources: Statista Market Insights 2023

 Digital Fitness & Well-Being is a pivotal part of the Digital Health market
Overview: Market Definition

Market definition

Definition: Additional Information:

The Digital Fitness & Well-Being market includes Fitness trackers and Health & The market data includes revenue, average revenue value per user, users, and
Wellness coaching markets. The Fitness trackers market comprise devices that are user penetration rates.
explicitly intended for fitness and motion tracking.

Health & Wellness coaching includes fitness apps for detecting/tracking/analyzing

The data only reflects B2C revenues; B2B and C2C revenues are not covered.
and sharing vitality and fitness achievements. It also covers nutrition and diet
apps, which help users analyze their nutrition behaviors and keep a record of
their eating patterns with the purpose of improving health.

Structure:

The Digital Fitness & Well-Being market consists of two product categories: Fitness
trackers, which includes smartwatches, smart scales, activity trackers, and Health
& Wellness coaching, which includes fitness apps for detecting/tracking/analyzing
and sharing vitality and fitness achievements, as well as nutrition and diet apps.

Sources: Statista Market Insights 2023

 Digital Fitness & Well-Being accounted for 48.9% of the Digital Health market
revenue in 2023
Overview: Key Takeaways and in scope / out of scope

Key Takeaways
In scope Out of scope
Revenue in the Digital Fitness & Well-Being market is projected to reach
US$83.25bn in 2023. This market includes: This market excludes:

Revenue is expected to show an annual growth rate (CAGR 2023-2028) of 8.73%, • Smartwatches • Smart clothing
resulting in a projected market volume of US$126.50bn by 2028.
• Fitness/Activity tracking wristwear • Smart shoes
User penetration will be 13.79% in 2023 and is expected to hit 16.25% by 2028.

The average revenue per user (ARPU) is expected to amount to US$78.56. • Smart scales • Smart eyewear

In global comparison, most revenue will be generated in China (US$25,340.00m in • Fitness apps tracking fitness
2023). achievements
• Nutrition apps (e.g., calorie
counters)
• Health tracking apps
• Parameter-specific biosensors that
measure blood pressure,
temperature, blood glucose, etc.

• Meditation apps • Apps that focus on specific physical

diseases
• Mindfulness apps

Sources: Statista Market Insights 2023

CHAPTER 2

Market Numbers
 Digital Fitness & Well-Being revenues are estimated to increase at a CAGR(1) of
17.9% from 2017 to 2028
Market Size: Global

Revenue forecast in billion US$

128.67
120.00
111.27 25.40
+18.1%(1) 101.91 23.93
91.98 22.26
20.07
81.45
17.37
70.78 14.22
65.12
10.91
53.62 9.26
7.29 96.07 103.27
38.71 89.01
29.66 74.61 81.84
4.06 67.23
20.61 2.68 55.86 59.87
1.73 46.33
34.65
26.98
18.88

2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028
Fitness Trackers Health & Wellness Coaching

9 Notes: (1) CAGR: Compound Annual Growth Rate

Sources: Statista Market Insights 2023

 With revenue of US$ 40.4 billion, Asia is the biggest market among selected
regions in 2023
Market Size: Regional Comparison (1/2)

Revenue forecast in billion US$

+10.6%(1)

66.65

+6.2%(1)
40.36
+6.6%(1) 32.72
24.25
19.37 +12.6%(1)
14.09 +6.5%(1)
6.33
3.50 1.05 1.44

2023 2028 2023 2028 2023 2028 2023 2028 2023 2028
Europe Africa Americas Asia Australia & Oceania

10 Notes: (1) CAGR: Compound Annual Growth Rate

Sources: Statista Market Insights 2023

 With revenues of US$ 25.3 billion, China is the biggest market among selected
countries in 2023
Market Size: Regional Comparison (2/2)

Revenue forecast in billion US$

+8.9%(1)

38.82

+5.5%(1)

25.34 25.22
+18.7%(1)
19.27
15.11
+4.7%(1) +7.1%(1)
6.40
2.11 2.66 1.88 2.65

2023 2028 2023 2028 2023 2028 2023 2028 2023 2028

China United States India Japan United Kingdom

11 Notes: (1) CAGR: Compound Annual Growth Rate

Sources: Statista Market Insights 2023

 Digital Fitness & Well-Being average revenue per user is estimated to increase
from 2017 to 2028
Market Size: Global

ARPU forecast in US$

213.32
220 201.78
200 191.01
181.08
180 171.78
163.65
154.70 156.27
160 143.60
127.72 133.16
140
116.66
120
100
80
60
40
14.66 16.08 17.11 17.85 18.46
7.78 8.42 9.79 10.60 11.05 12.89
20 7.16
0
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028
Health & Wellness Coaching Fitness Trackers

12

Sources: Statista Market Insights 2023

 Americas has the biggest value for Digital Fitness & Well-Being average revenue
per user in 2028
Market Size: Regional Comparison (1/2)

ARPU forecast in US$

114.94 117.35
120 109.96 112.53
107.70 107.47 106.88 109.11
103.68 103.65
98.53 99.46 101.46 106.92
104.33
100 101.34
103.21 97.54 95.07
101.32 91.16 93.60 85.08 99.97
96.94 89.34 79.82 90.12
80 73.72 72.91 90.43 74.50 74.31
70.11 67.99 70.27
65.97 72.76
69.61 71.17
65.85 67.78 76.54
64.72 73.49
60 70.26
66.38 65.30 65.16 67.26
63.19 63.56
57.77 59.57
55.13
40 49.54
41.69 43.10
37.45 39.66
20

0
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028
Africa Europe Asia Australia & Oceania Americas

13

Sources: Statista Market Insights 2023

 With average revenue per user of US$ 133.2, the United States is the biggest
market among selected countries in 2023
Market Size: Regional Comparison (2/2)

ARPU forecast in US$

160 148.76 151.97

142.04 145.56
140.31 137.70 137.74
133.18 136.65
140 131.81 129.79 129.04
125.10 126.30
121.40
120 113.66
105.51
97.31 93.82
100 90.79 90.84 89.44 91.83
86.34 84.85 85.62 87.76 86.95
83.72
80 83.20
82.13 84.63
79.93 78.96 80.00 80.47 84.23 84.94 90.93
81.40 75.70 75.54 77.26 78.41 78.17
60 69.93 76.80 71.16
78.56 76.28 73.76 74.85 63.95
56.55
40 50.01
42.33 45.74
40.92
20 35.46 38.35

0
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028
India Japan United Kingdom China United States

14

Sources: Statista Market Insights 2023

 Digital Fitness & Well-Being users are estimated to increase from 2017 to 2028
Market Size: Global

Users forecast in billion

1.69 1.74
1.8
1.64
1.57
1.6 1.48
1.38
1.4
1.23
1.2 1.08

1.0 0.92

0.8
0.59
0.6 0.45 0.47 0.48 0.48
0.42 0.41 0.43
0.36 0.38
0.4 0.30 0.32
0.26
0.21
0.16
0.2

0.0
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028
Fitness Trackers Health & Wellness Coaching

15

Sources: Statista Market Insights 2023

 Asia has the biggest number of Digital Fitness & Well-Being users in 2028
Market Size: Regional Comparison (1/2)

Users forecast in billion

0.7 0.65 0.67

0.63
0.61
0.58
0.6 0.54
0.49
0.5 0.44

0.4 0.37

0.27 0.27 0.28

0.3 0.26 0.25 0.26
0.22 0.23
0.20 0.20
0.18 0.26 0.26
0.2 0.24 0.25
0.14 0.13 0.23
0.21
0.10 0.19
0.07 0.15 0.18 0.07 0.07 0.08 0.08 0.08
0.1 0.05 0.06
0.08 0.04 0.04
0.01 0.10 0.02
0.06 0.02
0.0
0.00 0.00 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01 0.01
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028
Australia & Oceania Africa Europe Americas Asia

16

Sources: Statista Market Insights 2023

 With 280 million users, China is the biggest market among selected countries in
2023
Market Size: Regional Comparison (2/2)

Users forecast in billion

0.30 0.28 0.28 0.28

0.27 0.27
0.26
0.24
0.25
0.22

0.19
0.20
0.17
0.16 0.16 0.16
0.14 0.14 0.14
0.15 0.13 0.13 0.15 0.17
0.12 0.15 0.14 0.16
0.10 0.10 0.11
0.10 0.08 0.08 0.08
0.06 0.06
0.05
0.04
0.05 0.03 0.03 0.03 0.03 0.03 0.03 0.03 0.03
0.02 0.02 0.02
0.02
0.01 0.01
0.01 0.01 0.01 0.02 0.02 0.02 0.02 0.02 0.03 0.03 0.03 0.03
0.00
2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028
United Kingdom Japan India United States China

17

Sources: Statista Market Insights 2023

 Penetration rate for Digital Fitness & Well-Being is especial high in Ireland but
also in Norway
Penetration Rate: Worldwide Comparison

Digital Fitness & Well-Being penetration rate per country in 2023 in %

1. Ireland 0.64

2. Norway 0.57

3. Denmark 0.53

4. Finland 0.46

5. Luxembourg 0.44

low high no data

18

Sources: Statista Market Insights 2023

 Seasonal effects are particularly pronounced for Apple, creating opportunities
for smaller brands throughout the year
Key player Landscape: Wearables Worldwide

Market share by shipment volume in percentage

27% 22%
32% 37%

12%
9%
10% 7% 9% 9%
7%
7%

57% 56%
50% 47%

Q1 ’22 Q2 ’22 Q3 ’22 Q4 ’22

Apple Samsung Huawei Noise Others

19 Notes: Values may not add up to 100% due to rounding

Sources: Counterpoint Research

 Apple retains stronghold even as smaller brands enter the smartwatch market
Key player Landscape: Smartwatches Worldwide

Average market share by shipment volume in percentage

30%
33%

41%
45%
2021 2022

10%
10%
5% 7%
5% 7% 4% 4%

Apple Samsung Huawei Amazfit Garmin Others1

20 Notes: (1) Notable brands that surpassed the 5% threshold are Imoo in 2021 as well as Noise and Fire-Boltt in 2022

Sources: Counterpoint Research

 Xiaomi has become a serious contender for the top spot in the wearables
market in just 13 years
Company Profiles: Xiaomi

Xiaomi Key Facts Product: Smartphones and wearables

Revenue: RMB 280.0 billion (2022) CAGR(1): -14.7% (2021 to 2022) Xiaomi, renowned for its diverse product portfolio, offers a wide range of
smartphones featuring cutting-edge technology. However, their wearables have
Employees: 32,543 (2022) IoT devices(2): 589.4 million (2022)
also gained considerable attention. Xiaomi's wearable lineup includes fitness
Founded: 2010 Headquarters: Beijing, China trackers, smartwatches, and health-focused devices. These wearables seamlessly
integrate into Xiaomi's ecosystem, offering users a holistic, connected experience,
tracking their well-being, and empowering a healthier lifestyle.
Xiaomi fitness trackers
Xiaomi’s Digital Strategy

Xiaomi's digital strategy is centered on creating an expansive ecosystem of

interconnected smart devices. They focus on providing consumers with a seamless
and integrated experience, encouraging them to use multiple Xiaomi products. This
strategy leverages IoT technology to enable devices to communicate and interact,
Additionally, they employ a direct-to-consumer model by mainly selling products
online, ensuring competitive pricing and direct customer engagement. In doing so,
Xiaomi aims to foster brand loyalty and establish a strong presence in the global
tech market.

21 Notes: (1) CAGR: Compound Annual Growth Rate, (2) Connected Internet of Things (IoT) devices, which excludes smartphones. tablets and laptops, on Xiaomi’s AIoT platform

Sources: Company information

 Noise is competing with several high-profile domestic brands for the lucrative
wearables market in India
Company Profiles: Noise

Noise Key Facts Product: Smartwatches and Earbuds

Revenue: INR 20 billion (FY2023) CAGR(2): 135.3% (FY2022 to FY2023) Noise, originally known for smartphone cases, has successfully diversified into the
world of smart wearables and wireless headphones. They gained recognition for
Employees: 400 (2022) Wearables shipped: 12.2 million (2022)
being pioneers in offering truly wireless earbuds in India. While they offer a range
Founded: 2014(1) Headquarters: Gurgaon, India of affordable tech accessories, Noise has particularly excelled in the smartwatch
market. Today, they stand as the leading brand for smartwatches in India, offering
a variety of models that cater to a diverse customer base.
Noise smartwatches
Noise’s Digital Strategy

Noise's digital strategy revolves around catering to the tech-savvy youth with
affordable, stylish products, manufactured predominantly in India. Their emphasis
on local production reduces dependency on foreign components, ensuring a stable
supply chain and avoiding hefty import taxes introduced in the wake of tensions
with China. Anticipating evolving consumer needs, they prioritize enhancing device
engagement through improved health features while transitioning from hardware-
first to software-driven solutions. Leveraging celebrity endorsements, particularly
from cricket players, and timely promotional discounts, Noise effectively boosts
sales and reinforces its competitive edge in the Indian market.

22 Notes: (1) Nexxbase Marketing Pte. Ltd., the parent company, was incorporated in 2009, (2) CAGR: Compound Annual Growth Rate

Sources: Company information; Registrar of Companies; international Data Corporation (IDC)

 Noise and boAt collectively make up half of all smartwatch shipments in India
Company Profiles: Noise (2/2)

Indian smartwatch market share by shipment volume in 2022

27%
34%

3%

25%
12%

Noise boAt Fire-Boltt Samsung Others

23

Sources: International Data Corporation (IDC)

 YAZIO has evolved beyond calorie tracking towards a holistic nutrition platform
Company Profiles: YAZIO

YAZIO Key Facts Product: Nutrition and Calorie Tracking App

Revenue: EUR 21.8 million (2021) CAGR(2): 17.2% (2020 to 2021) YAZIO, originally conceived as a calorie tracking app, has evolved into a
comprehensive health and fitness tool. This app simplifies the complexities of
Employees: 75 (2022) Users: 75 million (Nov. 2022)
nutrition by offering users an intuitive platform to track calorie intake. YAZIO also
Founded: 2013(1) Headquarters: Erfurt, Germany supports personalized dietary goals, activity monitoring, and access to a rich recipe
and meal plan database, making it an all-in-one solution for individuals aiming to
lead a healthier lifestyle.
YAZIO user interface
YAZIO’s Digital Strategy

This app simplifies nutrition by tracking calorie intake while also syncing with Apple
Health and Google Fit to compile vital statistics. It offers personalized insights,
estimating the time needed to achieve specific health goals. YAZIO’s digital strategy
hinges on data utilization and personalization. It maintains an extensive database
of foods and their macronutrients. YAZIO adopts a "freemium" model, with
essential calorie counting features available for free and an affordable YAZIO Pro
subscription, which unlocks a vast recipe database, automatic tracking, detailed
statistics, and nutritional information, among other valuable features.

24 Notes: (1) The app launched in 2013, the website was launched in 2008, the company was incorporated in 2012 (2) CAGR: Compound Annual Growth Rate

Sources: Company information; Bundesanzeiger

 Freeletics leverages artificial intelligence to provide personalized and adaptive
workouts and nutrition plans
Company Profiles: Freeletics

Freeletics Key Facts Product: AI-supported fitness and lifestyle coaching app

Revenue: EUR 34.9 million (2021) CAGR(1): -6.6% (2020 to 2021) Freeletics offers AI-driven fitness and lifestyle solutions, aiming to empower
individuals both mentally and physically. Their portfolio includes digital training and
Employees: 156 (2021) Users: 53.2 million (2021)
nutrition programs, featuring a Training Coach that personalizes workouts based
Founded: 2013 Headquarters: Munich, Germany on user feedback. Additionally, Freeletics Nutrition complements the training app,
creating a comprehensive health and fitness platform. In 2022, they expanded their
offerings with STÆDIUM, a gamified resistance training experience, enhancing their
Freeletics user interface
diverse range of app-based products.

Freeletics’s Digital Strategy

Freeletics adopts a comprehensive digital strategy, embracing a freemium model.

Their Training Coach personalizes workouts, while the Freeletics Nutrition app
offers individualized nutrition programs. These digital platforms encourage user
engagement, promoting a long-term commitment to fitness. The company also
extends its reach through online sales of subscriptions, monetizing AI-driven
features. The addition of STÆDIUM in 2022 showcases their continuous innovation
in digital fitness, catering to users' evolving needs and preferences in a connected,
gamified environment.

25 Notes: (1) CAGR: Compound Annual Growth Rate

Sources: Company information; Bundesanzeiger

 Strava combines extensive workout tracking with social networking, providing a
industry model for many subsequent fitness apps
Company Profiles: Strava

Strava Key Facts Product: Social fitness tracking platform

Revenue: USD 220 million (2022) CAGR(1): 31.7% (2021 to 2022) Strava is a popular fitness app that enables users to track and share their workouts
with a vibrant community of athletes. Its features include GPS tracking, real-time
Employees: 375 (May 2022) Users: 100 million (May 2022)
performance data, and the ability to set personal goals and discover new routes.
Founded: 2009 Headquarters: San Francisco, USA Strava combines exercise tracking with social networking, allowing users to connect
with friends and join challenges. It's available on iOS, Android, and a wide range of
GPS-enabled fitness trackers, ensuring accessibility for various devices.
Strava user interface
Strava’s Digital Strategy

Strava's digital strategy focuses on providing a comprehensive and user-friendly

platform for fitness enthusiasts. They leverage real-time tracking, data analytics,
and goal setting to engage users, augmented by outstanding device compatibility,
proving their commitment to improve user experience. The platform continually
enhances its integration with third-party devices and applications, expanding its
user base and data aggregation capabilities. Social connectivity is a central element,
nurturing a community of active individuals and fostering network effects. Strava
promotes user-generated content and provides premium subscription options for
additional features, adopting a freemium model common to the app market.

26 Notes: (1) The app launched in 2013, the website was launched in 2008, the company was incorporated in 2012 (2) CAGR: Compound Annual Growth Rate

Sources: Company information; Bundesanzeiger

 Actofit provides a comprehensive ecosystem of wearables and AI-powered
health analytics and coaching solutions
Startup Analysis: Actofit
Overview
Actofit, a Mumbai-based wearable tech startup established in 2015, addresses the
challenge of low fitness engagement in India. Actofit offers a comprehensive
ecosystem of wearables, gym and coach software. The Actofit fitness wristband,
crowdfunded via Indiegogo, serves as a digital personal trainer, tracking over 75
gym exercises and providing comprehensive activity logs. Their main offerings
include CGM devices for glucose monitoring, a smart scale and smart watch
tracking 12+ body metrics, Facial Bio Scan for quick health vitals, and Bios for
personalized nutrition advice. Users can also access equipment-free home workout
videos and daily challenges for motivation as well as doctors and coaches, fostering
a connected fitness ecosystem empowering over a million users..
27
Sources: Company information
Analysis
Is the product unique?
While there are competitors in the fitness tracking and coaching industry, Actofit's
holistic and integrative approach, combining AI-driven personalization, wearables,
and unique features such as CGM and Facial Bio Scans, sets them apart, offering a
more comprehensive fitness solution.
What are its advantages, and can it handle possible constraints?
Actofit stands out due to its data-driven approach, extensive product range, AI
integration, and the unique opportunity presented by India's rapidly growing
smartwatch market. However, potential challenges include scaling their services to
meet growing demand, competition from global players, and navigating regulatory
and privacy issues as they expand.
The fitness technology sector is evolving rapidly, and Actofit is well-positioned
in holistic wellness solutions by integrating AI-driven personalization, diverse
tracking capabilities, and a data-driven approach.
 Bellabeat is a standout health tech and wearable company focusing on women’s
specific health needs
Startup Analysis: Bellabeat
Overview
Bellabeat is a health tech company established in 2014 and based in San Francisco,
California and has offices in Zagreb and Hong Kong. Known for its stylish and
innovative wearable technology, Bellabeat primarily caters to women's specific
health needs. Their flagship product, the Ivy, is a stylish wellness tracker that
monitors fitness, sleep, stress, as well as menstrual and reproductive health,
emphasizing a holistic approach to feminine well-being. The company also offers
Bellabeat Coach, an app-based wellness assistant covering workouts, nutrition,
mindfulness and menstrual cycle support. Bellabeat's mission is to empower
women to take control of their health through accessible, data-driven insights and
elegant design, aligning technology with self-care and overall wellness.
28
Sources: Company information
Analysis
Is the product unique?
Bellabeat stands out in the health tech industry for its unique focus on women's
health, offering innovative wearables that address specific needs with elegant
design and data-driven insights.
What are its advantages, and can it handle possible constraints?
Bellabeat's advantages include tailored women-specific health solutions that
combine style with functionality. While their wearables offer valuable insights into
various aspects of well-being, potential constraints may involve compatibility issues
with other devices and the need for continuous updates to remain competitive in
the evolving health tech market. Nevertheless, Bellabeat's commitment to women's
health remains a compelling feature.
Bellabeat's commitment to women's well-being positions it as a prominent
player in the health tech industry. Their dedication to empowering women in
their health journeys, exemplified by products such as the Ivy, continue to
drive their success in the business.
 BetterMe offers personalized workout programs, nutrition plans and self-guided
meditation to create a holistic health platform
Startup Analysis: BetterMe
Overview
BetterMe is a popular health and wellness platform, offering a comprehensive app
that focuses on fitness, nutrition, and mental well-being. Founded in 2016 and
based in Cyprus, the company aims to provide accessible solutions for individuals
seeking personalized guidance for their health goals. The BetterMe app offers users
a diverse range of workout programs, diet plans, and meditation sessions, tailored
to their specific needs and preferences. The company's services extend beyond
app-based guidance, with a team of fitness and nutrition experts providing expert
support and motivation. With a user-friendly interface and a variety of features,
BetterMe has gained a strong user base globally, catering to the growing demand
for holistic health management solutions.
29
Sources: Company information
Analysis
Is the product unique?
While BetterMe's health and fitness app offers a comprehensive approach to
wellness, it's not entirely unique in the market. Similar fitness and nutrition apps
exist, but BetterMe distinguishes itself through its user-friendly interface and a
broad range of offerings.
What are its advantages, and can it handle possible constraints?
The advantages of BetterMe include its user-centric approach, offering tailored
fitness and nutrition plans, and its diverse range of wellness offerings, making it a
versatile choice. However, potential constraints may include competition from
other fitness apps and the need to continually update content to remain relevant in
the rapidly evolving health and wellness technology landscape.
BetterMe appears to have solid potential in the health and fitness app market.
However, success in this competitive space will require a strong focus on
innovation, user engagement, and staying adaptable to changing consumer
preferences.
 India's robust growth in smartwatch shipments is driving momentum in an
otherwise sluggish global market
Deep dive: Fitness Trackers

Share of smartwatch shipments by region

+9%

-1% 28%
30%

-9% 19%
23%

9% +151% 21%

37% 31%

2021 2022

North America China India Rest of World

30

Sources: Counterpoint Research

 In 2023, fitness and wellness apps were most popular in India and the US,
particularly those for meditation and mindfulness
Deep Dives: Attitudes Towards Fitness & Well-Being in 2023

Percentage of consumers that used health and fitness apps

51%

40%
44% 43% 39%
42%
34% 21% 16% 27%

34% 29% 26%

33% 34%

33% 31% 36%

24% 21%

India U.S. Germany China U.K.

Nutrition Meditation & mindfulness Menstruation, contraception, fertility Bodily functions

31 Notes: “Which types of health apps have you used in the past 12 months?"; multi-pick; United States (n=60,072); Germany (n=32,994); China (n=24,552); India (n=24,192); United Kingdom (n=24,183);

Sources: Statista Global Consumer Survey 2023

CHAPTER 3

Appendix
 STATISTA MARKET INSIGHTS

Market Insights – market data,

forecasts, and qualitative insights
Gain a better understanding of markets across 190+ geographical entities – on a global,
regional, country, and/or state level. Access our data via web interface, download (XLS, PDF,
PPT), or reports. Benefit from our 48-hour customer service guarantee.

• 10 sectors: advertising & media, consumers, countries, digital sector,

finance, health, industrial sector, mobility, and technology
• 1,000+ markets, e.g., FinTech, Food, or Robotics
• KPIs, e.g., revenue, market shares, prices, and volume
• Features: Compare countries & regions, change currencies, select
visualizations, and/or customize downloads
• Use cases: sales planning, investment decision support, resource
allocation, and portfolio management

10 190+ 1,000+ 400+

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 Authors

Sai Satkriti Menon Marian Ulbrich

Senior Analyst Digital Markets Working Student Digital Markets

sai-satkriti.menon@statista.com marian.ulbrich@statista.com

Sai Satkriti Menon obtained his MBA from Berlin School of Economics and Law,
Germany, with a focus on Digital Business Leadership, Supply Chain Management &
Entrepreneurship. He brings with him a comprehensive understanding of market
structures through his previous roles as a business developer. At Statista he works
on projects related to the Digital Health and FinTech markets.
Marian Ulbrich is a dedicated student pursuing a Digital Business & Data Science
degree at the University of Europe for Applied Sciences in Hamburg, Germany. His
academic pursuit equips him with a robust foundation in data analysis, predictive
modeling, and a keen understanding of digital trends. With a strong passion for
financial markets and digital business models, he actively contributes to various
digital markets covered by Statista.

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