Germany Smartwatches and Wearable Technology Market Report 2023
Inflation has slowed growth in the wearable electronic devices market in Germany, but there are opportunities to reach new groups through targeted health and wellness tracking. Dr. Carolin Siepmann,…

Germany Smartwatches and Wearable Technology Market Report 2023

£ 2,195 (Excl.Tax)


Stay ahead of the curve and future-proof your business with Mintel’s Germany Wearable Technology Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends in the German wearable technology market, and consumer behaviours affecting your industry. Get a 360° view of the wearable technology market in Germany including market size, share, and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • A detailed outlook of the wearable technology market in Germany, including expert insights and market drivers.
  • The short-, medium- and long-term impact of inflation on the wearable electronic devices market in Germany.
  • Ownership of wearable technology devices: The types and most popular brands owned by German consumers.
  • Purchase barriers, e.g. price and lack of interest.
  • Consumer attitudes towards wearable technology devices and functions perceived as most useful.
  • How your business can tap into opportunities to increase your share in the German wearable technology market.

An Overview of the Wearable Electronic Devices Market in Germany

The cost of living crisis is impacting the German wearable technology market as consumers are cutting back on non-essentials. However, substantial technological improvements keep value sales growing, albeit at a slower pace than before.

Of 53% who own a wearable device in Germany, 29% possess a Samsung smartwatch, compared to 28% of Apple watch owners, giving Samsung a narrow lead.

Wearable Technology & Smartwatches in Germany: What Consumers Want and Why

  • German Wearable Technology Market Challenges: The major barriers to wearables adoption are price and a lack of interest in health and activity tracking. Therefore, brands need to show values in other areas, such as promoting how they help in case of an emergency. 29% of Germans who don’t own any wearables don’t want to wear more electronic devices, presenting opportunities to promote smartwatches as standalone devices, a strategy Apple is already pursuing.
  • Trends in the Wearable Technology Market in Germany: As a legacy of the pandemic, consumers are focussing more on their health. Advances in AI will enable brands to position wearables as an essential tool for managing personal wellbeing. 30% consider sleep tracking a useful function while almost 70% regard getting enough sleep as being crucial for staying healthy. This indicates opportunities to target health-conscious self-optimisers by leveraging the sleep-health relationship.
  • German Wearable Technology Market Opportunities: As female smartwatch owners find monitoring health and fitness metrics more useful than men, brands can cater to their needs by focusing on women’s health and enable cycle-based training.

German Wearable Technology Market Forecast

To learn how to connect with your audience, purchase our Germany Wearable Technology Market Report Germany 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Samsung, Apple, Garmin, TK, Embr Wave, Fitbit, Zepp Aura, Huawei, Xiaomi, Fossil, Tag Heuer, Google, Generali Vitality, NADI X, Zepp Health, and more.

Products: Smartwatches, fitness bands, smart glasses, smart active wear, wireless over-ear headphones/earbuds, smart jewellery, and more.

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Expert Insights on the Wearable Technology Market in Germany

This report, written by Dr. Carolin Siepmann, Research Analyst, delivers in-depth commentary and analysis to highlight industry trends in Germany and add expert context to the numbers.

Inflation has slowed growth in the wearable electronic devices market in Germany, but there are opportunities to reach new groups through targeted health and wellness tracking.

Dr. Carolin Siepmann
Research Analyst Germany

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 1: smartwatch brands owned, 2023
    • Graph 2: fitness band brands owned, 2023

    • The German economy
    • Graph 3: key economic data, in real terms, 2019-24
    • Impact of the economy on wearable technology
    • Graph 4: changes in spending on technology and communications products in the last 12 months*, 2021-23
    • Graph 5: share of consumers who plan to buy new electrical equipment in the next three months, 2023
    • Graph 6: development of possession of smartwatches, by household income, 2020-23
    • Health
    • Graph 7: development of personal health perception, by gender, 2021-23
    • Graph 8: types of pains/ailments experienced in the last 12 months – Net, by age, 2023
    • Sports participation
    • Graph 9: changes in exercising frequency in the last 12 months, by generation, 2023
    • Graph 10: types of exercise done in the last 12 months*, by generation, 2022
    • Graph 11: types of exercise planned in the next 12 months**, by generation, 2022
    • Demographic change
    • Graph 12: projected population development, 2020-35
    • Artificial intelligence

    • Ownership of wearable devices
    • Graph 13: wearable technology ownership, 2023
    • Graph 14: development of ownership of wireless earbuds, by generation, 2021-23
    • Graph 15: ownership of wearable tech, by income group, 2023
    • Graph 16: type of smartwatch owned, 2023
    • Graph 17: repertoire of wearable tech ownership, by wearable tech owners, 2023
    • Barriers towards smartwatches and fitness bands
    • Graph 18: barriers towards smartwatches/fitness bands, 2023
    • Graph 19: perception of general health, 2023
    • Smartwatch functions considered most useful
    • Graph 20: most useful functions of a smartwatch, 2023
    • Graph 21: most useful functions of a smartwatch – Net, by smartwatch ownership, 2023
    • Graph 22: most useful functions of a smartwatch – Net, by smartwatch ownership and gender, 2023
    • Attitudes towards wearable technology
    • Graph 23: attitudes towards wearable technology, 2023
    • Graph 24: Attitudes towards wearables and smartwatches, 2023
    • Wearable technology owner typologies
    • Graph 25: generation, by wearable tech owner groups, 2023
    • Graph 26: possession of wearable technology devices, by wearable tech owner groups, 2023
    • Graph 27: generation, by wearable tech owner groups, 2023
    • Graph 28: smartwatch features ranked most useful, by wearable tech owner groups, 2023
    • Graph 29: generation, by wearable tech owner groups, 2023
    • Graph 30: generation, by wearable tech owner groups, 2023
  4. Launch Activity and innovation

    • Advertising and marketing activity


        • Graph 31: association with technology brands, 2022
        • Graph 32: generation, by smartwatch brand owned, 2023
        • Graph 33: fitness band brands owned, 2023

        • Graph 34: wearables* sales, 2017-2022
      • APPENDIX

        • Appendix – products covered, abbreviations, consumer research methodology and language usage
        • Appendix – repertoire analysis methodology
        • Appendix – market size and central forecast methodology

      About the report

      This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

      The consumer

      What They Want. Why They Want It.

      The Competitors

      Who’s Winning. How To Stay Ahead.

      The Market

      Size, Segments, Shares And Forecasts: How It All Adds Up.

      The Innovations

      New Ideas. New Products. New Potential.

      The Opportunities

      Where The White Space Is. How To Make It Yours.

      The Trends

      What’s Shaping Demand – Today And Tomorrow.

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      Germany Sample Report Cover

      Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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