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Technology x Health

Tech improving health and wellness isn’t gonna make headlines.

It’s nothing new.

How and why technology does it, however, well that’s changed significantly over the past three years.

Rebel surveyed 477 people and conducted several focus groups focused on health behaviors, fitness habits, and how people use technology to improve their health. Participants were 25+ years old and reported exercising at least three days a week. They owned a digital fitness device (e.g., Peloton), or wearable fitness tracker (e.g., Apple Watch) or were subscribed to a fitness tracking app.

What did the research reveal?

The health and wellness industry is evolving. Rapidly.

What the heck do we mean by the Wellness Market?


Products and services focused on increasing the health and well-being of an individual— like a watch that tracks your steps and your sleep. Personal beauty products. Even mineral hot springs.

Consumers identify six lanes of wellness.

01—Better Health

02—Fitness

03—Nutrition

04—Appearance

05—Sleep

06—Mindfulness


What are those lanes worth?

$5.24 trillion. With a “t.”

The U.S. wellness market is two times the size of any other nation’s wellness market across the globe. Per capita, Americans spend an estimated $3,685 on wellness products per year, outpaced only by Switzerland at $4,372 per capita and Iceland at $3,738 per capita.

Wellness key spread with movement

So, where’s the wellness market headed?

$13.89 trillion. Also with a “t”. That’s the projected global health and wellness market in 2032 (with 10.93% compound annual growth rate aka CAGR). We’ve seen substantial growth in the past decade and these projections don’t foresee it slowing down.

Closeup of a woman sweating from a hard workout

The global wellness market is projected to grow 10.93% (CAGR) annually from now until 2032.

That's a lot of growth. Meaning? Health and wellness industries need to be in lock-step with their consumers. The good news? We're here to help.

Check out a sneak peek of the key recommendations from our trend report below—and download the full report for more consumer insights and findings on the intersection of health, wellness, and technology.

And, as always—if you have questions or want to nerd out on the research—let's chat.

40% - the most common wearables are Apples watches A guy cooling down after a hard workout. Young woman on an exercise bike. 47% - Peloton owns the consolidated majority of the market of digital fitness equipment owned by consumers.

Key Recommendations

  1. Start the club so they can join it.

  2. Single products survive. Ecosystems thrive.

  3. Expand total addressable markets.

  4. Make health education seamless.

Get consumer insights into wellness and tech trends

Consumer Insights in Health & Wellness

How do people use health and wellness technology—and what's next?

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