Wired for wellness

The proactive revolution in health tech

Health in home and consumer tech isn’t just trending — it’s transforming. In the previous article “Wired for Wellness”, we pointed out how strongly wellness is redefining consumer priorities. Now, the conversation shifts from quick fixes to proactive prevention, where health tech takes the center stage.

The new health mindset from “Fix It” to “Prevent It”

The era of health tech as a niche for marathon runners and biohackers is over. Today people are increasingly investing in preventative health products that avoid problems before they even arise. Wearables and personal diagnostics are leading the charge, growing +13%^[1] and +5%^[1] year over year, respectively. We are talking about aspects like your smartwatch becoming as personal and essential as your smartphone. Why the change? The centre of gravity for basic health data is shifting from clinics and doctors’ offices to the consumer’s pocket and wrist. Smartwatches without SIM cards are surging, while fitness trackers are becoming everyday essentials. 

This trust in digital health runs deep – in a remarkable vote of confidence 61% of wearable users trust device data as much as clinical results. A green light for brands. The opportunity isn’t just in hardware, but in creating connected wellness ecosystems and experiences powered by AI-driven health apps, remote monitoring, and predictive diagnostics.

When daily life becomes the driver 

This boom is directly fueled by modern life’s pressures. Globally, obesity rates are climbing, exceeding 60%^[2] in many developed countries.  Similarly, sleep disorders are becoming more rampant, with 29%^[3] of consumers stating that they struggle to stay asleep and wake up 3 or more times per week. Consumers recognize the need for change — in an NIQ Global Health and Wellness survey 61%^[4] said they plan to exercise more in the next 12 months. These realities are shaping consumer purchase intent. Light therapy products grew by +5%^[1], with bright and wake-up lights accounting for a significant share. These are gaining traction as consumers seek solutions for poor sleep.

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Innovation is non-negotiable 

For tech and durables players, this means doubling down on R&D and leveraging AI where it enables smarter, truly personalized products. Imagine a cooker that suggests recipes based on your fitness goals. The future isn’t just connected – it’s intelligent, holistic and intuitive.

“As consumers shift from reactive fixes to proactive wellness, the brands that innovate and build trust will own the future,” says Nevin Francis, Senior Director, Global Strategic Insights at NIQ. “In a world wired for wellness, the question isn’t whether health tech will grow – it’s how fast you can keep up.”

Sources

[1] Market Intelligence Sales Tracking Period: Jan-Sep 2025 vs PY. Global ex. North America, Russia

[2] https://data.oecd.org/healthrisk/overweight-or-obese-population.htm

[3] https://sleepsurvey.resmed.com/

[4] https://nielseniq.com/global/en/insights/report/2025/global-state-of-health-wellness-2025/ 

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Based on a partnership between NIQ/GfK, gfu and IFA Management, we regularly inform you about market developments and trends from the home & consumer tech sectors. You will receive interesting insights, current market figures, consumer trends and much more professionally prepared from the sources of the three competent partners.