UK Future of Health and Wellness Technology: 2026
63% of people would rather use a single app for all their health needs, and this reaches 77% among Gen Z.
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EXECUTIVE SUMMARY
- What you need to know
- Opportunities
- Personalisation is the future but it will require improved trust
- Brands must innovate for health-focused consumers according to their motivations and expectations
- AI health assistants can cut through the noise
- There is significant demand for mental wellbeing tools
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THE MARKET
- Market background
- The vast majority of Brits are seeking to improve their health and wellbeing
- Generations have differing priorities, but all are seeking to boost their health and fitness
- Vitamins and supplements are commonplace, but GLP-1s are already making an impact
- Graph 1: tools used to manage health, 2026
- Health and wellness tech must consider the growing impact of GLP-1s
- Most Brits are active, with low-impact exercise leading the way
- Gym culture is growing, particularly among active younger Brits
- Graph 2: gym or leisure centre visits in the last month, by generation, 2026
- The budget segment continues to grow and dominate health and fitness clubs
- Graph 3: estimated number of sites held by budget gym operators, by year, 2021-25
- Market drivers
- The high cost-of-living will make people think twice about expensive tech purchases, but many will be seeking tools to cope with stress
- Graph 4: CPI inflation rate, 2021-26
- Health and wellness must consider those struggling financially, with free trials and ad-supported models
- Graph 5: proportion of consumers who consider themselves physically and/or mentally healthy, by financial situation, 2025
- Smartwatches continue to add health features, while simpler devices are finding a market
- Smartwatches are now a mainstream product, owned by the majority of younger Brits
- Graph 6: smartwatch ownership, by generation, 2026
- Graph 7: used a device to track diet or exercise in the last three months, by generation, 2026
- AI will not only be increasingly integrated into health devices and apps, but also become a key tool for advice
- The expanding health and wellness tech market will need careful regulation
- MHRA looks to clarify the difference between lifestyle apps and medical devices
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THE CONSUMER
- Use of health technology devices
- Smartwatches remain by far the most convenient and trusted form of health tech
- Graph 8: use of health technology in the last 12 months, 2026
- Gaming and mixed reality can play a major role in health and fitness markets
- There remains potential for smart health patches, and even greater scope for brand extension
- Brain tech device use is low, but interest reflects a focus on improved mental wellbeing
- Use of health apps
- Most younger Brits are engaged with health apps
- Graph 9: use of health apps in the last 12 months, 2026
- Graph 10: any use of health apps in the last 12 months, by generation, 2026
- Opportunity for consolidation and holistic health apps
- Health tech partnerships will be key to create singular wellbeing apps and utilise user data
- Graph 11: Gen Z and Millennial health app usage, 2026
- Prioritise the ability to switch off
- Buying health and wellness technology
- There is strong opportunity for challenger brands that can compete on price
- The importance of price will see most people look to expanded features in smartwatches, rather than buying a range of devices
- Graph 12: most important factors when buying health technology devices, 2026
- Focused evidence on health benefits will stand out in a market of bold, generalised claims
- Younger Brits' positive outlook on health tech and longevity will ensure they are early adopters
- Incentivise users to hit their goals and provide visual progress updates
- Graph 13: interest in features of health technology, 2026
- Health information and trust
- Sources of information are fragmenting, but there remains faith in public health and medical professionals
- Help health-conscious consumers to sort through the misinformation
- Graph 14: sources of health information in the last 12 months, 2026
- Strict regulation on health claims is needed to boost consumer trust
- Health brands must look to authenticity in marketing and strong data practices to alleviate consumer fears
- Room to improve trust in health and fitness tracker accuracy
- Graph 15: trust in health and fitness tracker data accuracy, by generation, 2026
- AI and health guidance
- Many younger Brits are turning to AI for health advice
- AI-powered health assistants can help people to make sense of data and provide more tailored guidance
- Graph 16: uses of AI assistants for health information in the last 12 months, 2026
- AI is being increasingly integrated into health apps, but there is a need to build trust
- Younger Brits are more ready to share data with AI for health guidance, but many are cautious
- Graph 17: receiving health and fitness guidance would encourage me to share my health data with an AI assistant, by generation, 2026
- AI therapy comes with risk and needs strict regulation, but people are already turning to it
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INNOVATION AND MARKETING
- Apple continues to bring new health and diagnostic tools to its Watch range
- Samsung introduces an Antioxidant Index
- Samsung goes big on AI-powered health with the launch of the Galaxy Watch 9 and Ultra2
- Google launches overhauled Health app to centralise data and integrate Fitbit
- AI is increasingly being integrated in health devices and apps
- More brands are jumping on the trend for screenless trackers, as consumers seek simplicity
- Google's Fitbit Air launch reflects the growing demand for light, streamlined health trackers
- Oura releases fifth iteration ring, while Samsung is working on the Galaxy Ring 2
- Neuro-tech devices are focused on recovery and resetting the nervous system
- An increasing range of vagus nerve devices are hitting the market
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APPENDIX
- Consumer research methodology
- Consumer research questions
- UK generation groups
- Abbreviations and terms
63% of people would rather use a single app for all their health needs, and this reaches 77% among Gen Z. There is a feeling of overwhelm at having to check so many different apps, alongside the increasing volume and complexity of health and wellbeing data being collected and analysed. This brings opportunity for aggregation, particularly from smartwatch brand apps. Partnerships with other health apps can help to create a central dashboard for holistic health and wellness.
The biggest threat is the potential for consumer overwhelm, with 54% saying they would find constantly monitoring their health more stressful than helpful. In addition, with continued innovation in each year’s iterations of smartwatches and other wearables, a higher volume of more complex data is being collected. Already, more brands are looking to offer screenless wearables to track data in a more minimalist, and less distracting way.
With ever larger pools of data and biomarkers, there is strong potential for AI-powered health assistants. These are increasingly being integrated into smartwatches, and can be a cornerstone of centralised health apps. This removes the onus on the user to fully understand and check the increasingly complex and varied data being produced. Instead, conversational AI can help add context and provide real guidance.
This Report Looks at the Following Areas:
- The use of health and wellness technology, with consumer interest largely outweighing current usage rates
- Health app usage, which are now used by the overwhelming majority of younger Brits, with exercise apps still leading the way
- Trust and the search for health information in a market of confusing claims, with public health sites still held in high regard
- AI assistants for health information, where common uses include researching and illness or seeking fitness and diet advice
- Important factors when buying health tech devices, with price and ease of use being far more important than brand to most people
- Interest in new health tech features, where real-time health alerts and visual progress dashboards score high
- Consumer attitudes towards health and wellness tech, with the desire for a single all-encompassing app, and concerns over the security and use of health data
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