While the UK wearable technology market is expected to reach £1,290m in 2025, economic pressures like tariff concerns and the cost-of-living crisis are expected to slow growth. Many consumers are adopting cautious spending behaviours, with wearable tech brands needing to highlight the additional benefits and support these devices offer.
With 43% of smartwatch users feeling overwhelmed by excessive notifications, brands must tackle digital fatigue by offering smarter features that enhance usability without adding stress.
Consumers are seeking wearables that deliver more than basic functionality, with a strong demand for hyper-personalised health insights and AI-driven features. Innovations in preventative care, such as devices capable of monitoring more complex health information like blood pressure and glucose levels, alongside discreet options like smart rings and smart glasses, offer exciting opportunities to enhance both consumer appeal and quality of life.
This report looks at the following areas:
- The short-, medium- and long-term impact of inflation/supply chain issues on wearable technology, including changing usage habits and buying intentions.
- The growing popularity of more discreet wearable alternatives like smart glasses and rings.
- Most popular smartwatch brands and how consumer use of these devices are evolving.
- What functions do smartwatch owners commonly use on their devices?
- For smartwatch owners who track their exercise, what is their preferred workout to track?
- Consumers’ interest in innovation for wearables, like using body heat to charge, more complex and detailed health and fitness metrics or gesture control.
Smartwatches remain the leading wearable technology, but data security concerns deter over half of consumers. With interest in devices offering advanced health metrics and AI-driven support, strong data protection is essential.
Bridget McCusker, Research Analyst
Market Definitions
For the purposes of this Report, Mintel has used the following definitions:
The term ‘wearable technology’ (also referred to as ‘wearable devices’ or ‘wearables’) in this Report refers to a category of technology devices that can be worn on the body, either as an accessory or item of clothing.
The definition encompasses smartwatches, fitness bands, GPS watches, wearable cameras, smart clothing, smart jewellery, smart glasses and smart earbuds. Although virtual reality (VR) headsets could be considered items of wearable technology, they are not included in the definition for this Report.
The terms ‘fitness bands’ and ‘fitness trackers’ are used interchangeably and refer to wrist-worn devices that are focused on tracking health, wellbeing and exercise.
The term ‘smartwatch’ refers to a device that offers the features of a sports watch but also supports app downloads.
Mintel market size estimates only cover fitness bands and smartwatches.
This Report only covers the UK consumer market for wearable technology. B2B (business-to-business) sales are excluded from market data, and analysis refers only to trends in the consumer market unless stated otherwise.
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EXECUTIVE SUMMARY
- Opportunities for the wearable technology market
- Wearable tech can revolutionise the healthcare system
- In a smartwatch-dominated market, niche wearables will drive disruption
- Emotional support wearables connecting people through technology
- Prioritise intuitive controls to enhance usability and appeal
- Market dynamics and outlook
- Market size & forecast
- Market predictions
- Rising prices will likely cause a temporary slowdown for smartwatches
- Graph 1: consumer spending on smartwatches and fitness trackers, 2019-30
- What consumers want and why
- Advanced health metric monitoring can drive demand among affluent consumers
- Graph 2: ownership of smartwatches and fitness bands, by household income, 2025
- Rising popularity of wearables
- Graph 3: ownership of wearable technology, 2025
- Apple dominates smartwatch market as Samsung narrows the gap
- Graph 4: brand of smartwatch and fitness band owned, 2025
- Health features drive smartwatch usage among consumers
- Graph 5: smartwatch functions used, 2025
- Smartwatches drive fitness engagement with advanced tracking and social connectivity
- Graph 6: exercise tracking on smartwatches, 2025
- Smartwatch adoption grows, but balancing connectivity and wellbeing is vital
- Graph 7: smartwatch preferences, 2025
- AI and biometrics can drive wearables to the future
- Graph 8: behaviours towards smartwatches, 2025
- Wearable tech innovations to revolutionise personal wellbeing…
- …with advanced physical and mental health monitoring appealing to consumers
- Innovation and marketing
- Smartwatch upgrades get sleeker, smarter, and wellness-focused
- Oura aims to rule the health ring game with its latest iteration
- Meta unveils AI-powered smart glasses
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MARKET DYNAMICS
- Market size
- Pressure from tariffs in US will likely push the price of wearables up
- Graph 9: value of the market for wearable technology, 2019-25
- Price hikes likely to be seen when new flagship devices launch in Q4 2025
- Market forecast
- Economic caution to influence wearable demand
- Graph 10: consumer spending on smartwatches and fitness trackers, 2019-30
- Health innovations will propel wearables
- Forecast – note on US trade disruption
- Market drivers
- While financial wellbeing improves…
- …concerns over the cost-of-living crisis remain paramount
- Graph 11: financial wellbeing index, 2016-25
- Smartwatches and fitness trackers remain a growing category
- Graph 12: personal ownership of technology products, 2025
- Wearables face intense internal and external competition…
- …but consumers’ focus on health provides a safeguard
- Tech giants will remain reliant on the Far East
- Mobile data usage is set to rise…
- Graph 13: mobile data traffic by technology, 2021-24
- Graph 14: average monthly data volume by mobile user, 2017-24
- …as devices become more advanced
- Graph 15: average fixed broadband data use per month in GB, 2013-24
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WHAT CONSUMERS WANT AND WHY
- Wearable technology ownership
- Affluence drives purchasing of smartwatches
- Graph 16: ownership of smartwatches and fitness bands, by household income, 2025
- Make smartwatches more accessible to low-income households by offering budget-friendly options
- Smartwatches are essential for supporting health and wellness efforts
- Graph 17: smartwatch and fitness band ownership, by age and gender, 2025
- Consumers are investing in wearables
- Graph 18: ownership of wearable technology, 2025
- Oakley and Meta smart glasses appeal to Gen Z with stylish, AI-powered functionality
- Smart rings appeal to health-conscious younger consumers
- Smart rings can offer better insights into sleep health
- Brand ownership of smartwatches and fitness trackers
- Samsung continues to close in on Apple’s lead
- Graph 19: brands of smartwatch and fitness band owned, 2025
- Demographic differences between smartwatch users
- Graph 20: brand of smartwatch owned, by gender, household income and age, 2025
- Functionality is key for brand ecosystems
- Graph 21: smartwatch functions used by Apple and Samsung owners, 2025
- Smarter alerts to improve user satisfaction
- Smartwatches can empower communities
- Smartwatches are more than fitness tools
- Smartwatch functions
- Health and wellbeing fuel smartwatch activity
- Graph 22: smartwatch functions used, 2025
- Smartwatches are evolving into a seamless extension of smartphones
- Smartwatches improve health and wellness tracking
- Graph 23: health and wellbeing functions used on a smartwatch, by age group, 2025
- Exercise features
- Smartwatch users are actively tracking their exercise routines
- Smartwatch boosts everyday activities
- Graph 24: exercise tracking on smartwatches, 2025
- Smartwatches can tap into social running
- Graph 25: those who track running/jogging on smartwatches, by generation, 2025
- Smartwatches can complement the fitness experience
- Smartwatch preferences
- Smartwatches can aid in health and wellbeing management
- Graph 26: consumer preferences of smartwatch capabilities, 2025
- Smartwatches offer a sense of responsibility when it comes to fitness
- Smartwatches can make daily life easier
- Graph 27: consumer perceptions of smartwatch capabilities, 2025
- Smartwatches can be essential tools for families
- Graph 28: consumer preferences of conveience of smartwatches, by those with children, 2025
- Younger generations embrace smartwatch safety features
- Graph 29: smartwatch owner perceptions of smartwatch capabilities, 2025
- Wearable technology adds to stress through excessive notifications
- Consumers feel overwhelmed by digital notifications, but can’t let go of their tech
- Graph 30: smartwatch owners perceptions of smartwatch capabilities, 2025
- Behaviours towards wearable technology
- Brands can leverage AI to offer personalised health and wellbeing insights
- Graph 31: behaviours towards wearable technology, 2025
- Younger consumers and their growing concerns over data security
- Graph 32: ownership of any wearable technology and concerns over personal data security, 2025
- Demand for subscription-based wearable tech appeals to the young…
- …as they see wearables as valuable investments in their health and wellness
- More discreet wearables is still niche
- Graph 33: “I am interested in a more discreet wearable alternative to smartwatches (eg smaller devices, devices integrated into clothing),” 2025
- Wearables can help ease burdens
- Graph 34: “I would invest in wearable technology to remotely monitor the safety of loved ones (eg children, elderly parents),” by generation, 2025
- The future of wearable technology
- Wearable tech evolves to bring smarter solutions for everyday needs
- Wearables are poised to be integral to health and wellbeing
- Graph 35: consumer interest in wearable technology innovation, by generation, 2025
- Friend can help Gen Z feel less lonely
- Wearables can be self-sustaining
- Gesture-controlled wearables appeal to parents
- Graph 36: consumer interest in wearable technology with advanced control methods, by any children, 2025
- Smart glasses can help support holiday-ers
- Graph 37: consumer interest in glasses with live translation capabilities, by gender and age, 2025
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COMPETITIVE STRATEGIES AND LAUNCH ACTIVITY
- Sleeker designs, smarter features and enhanced wellness tracking define smartwatch upgrades
- OnePlus refines health tracking with compact watch
- Apple looks to enhance user experience
- Samsung steps up wellness game with smarter Galaxy Watch8 series
- Google gets smarter and safer with Pixel Watch 4…
- …with updates to its fitness features
- Google-owned Fitbit shifts focus to AI-powered health coaching
- Huawei redefines fitness tracking with premium Watch Fit 4 Pro
- Garmin elevates performance with smarter, brighter smartwatch range
- Whoop innovates health monitoring through cutting-edge metrics
- Amazon’s Bee acquisition could bring AI productivity revolution
- Smart rings evolve with adaptive tech and improved design
- Oura introduces Smart Sensing
- Circular sizes up competition with its latest release
- Luxury craftsmanship, innovative tech, and versatile features cater to all audio needs
- Hermès redefines audio luxury with timeless craftsmanship
- Google to roll out significant upgrades to its Pixel Buds Pro 2
- Google’s budget earbuds get a welcome upgrade
- Apple enhances user experience with innovative AirPods updates in iOS 26
- Innovative earbud features redefining convenience and durability
- Nothing’s first noise-cancelling headphones
- The rise of minimalist wearables
- Screenless sleep trackers offer alternative to smartwatches
- The rising popularity of smart glasses will drive innovation
- The future of wearable technology
- Innovative health devices transforming personal care
- Advertising and marketing activity
- Adspend on wearable tech drops
- Graph 38: total above-the-line, online display and direct mail advertising expenditure on wearable technology, 2020-24
- Garmin encourages consumers to reach their potential in its latest smartwatch campaign
- Smart rings gain traction as smartwatches dominate adspend
- Graph 39: above-the-line, online display and direct mail advertising on wearable technology, by category, 2020-24
- Oura’s new campaign embraces ageing with confidence
- Samsung takes the lead in the first half of 2025
- Ray-Ban and Meta tap Hollywood a-listers to spotlight AI smartglasses
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APPENDIX
- Market forecast data and methodology
- Market forecast: underlying data
- Forecast methodology
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Consumer research methodology
- Nielsen Ad Intel coverage
- Snoop SpendMapper methodology
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