Digital Fitness & Well-Being - Ghana

The Digital Fitness & Well-Being market in Ghana is projected to achieve a revenue of US$72.05m in 2024.
It is expected to display a compound annual growth rate (CAGR 2024-2029) of 9.25%, leading to a projected market volume of US$112.10m by 2029.
The user penetration rate is estimated to be 11.38% in 2024 and is anticipated to reach 15.40% by 2029.
The average revenue per user (ARPU) is projected to be US$18.21.
In terms of global comparison, United States is expected to generate the highest revenue with US$14.82bn in 2024.
Ghana is experiencing a growing trend in the digital fitness and well-being market, with an increasing number of health-conscious individuals embracing mobile apps and online platforms for personalized workout routines and virtual consultations with fitness experts.

Definition:

The Digital Fitness & Well-Being market includes the Fitness Trackers and Health & Wellness Coaching markets. The Fitness Trackers market covers devices that are explicitly intended for fitness and motion tracking. The Health & Wellness Coaching market includes fitness apps for detecting/tracking/analyzing and sharing vitality and fitness achievements. It also covers nutrition and diet apps, which help users analyze their nutrition behaviors and keep a record of their eating patterns with the purpose of improving their health.

Structure:

The Digital Fitness & Well-Being market consists of two product categories: fitness trackers, such as smartwatches, smart scales, and activity trackers; and health and wellness coaching, which includes fitness apps for detecting/tracking/analyzing and sharing vitality and fitness achievements, as well as nutrition and diet apps.

Additional Information:

The market data comprises revenue, average revenue per user, users, and user penetration rates.

The data only reflects B2C revenues; B2B and C2C revenues are not covered.

Smartwatches
Fitness/activity tracking wristwear
Smart scales
Fitness apps that track fitness achievements
Nutrition apps (e.g., calorie counters)
Meditation apps
Mindfulness apps

Smart clothing
Smart shoes
Smart eyewear
Health tracking apps
Parameter-specific biosensors that measure blood pressure, temperature, blood glucose, etc.
Apps that focus on specific physical diseases

The Digital Fitness & Well-Being market in Ghana is experiencing a significant growth trajectory driven by various factors.

Customer preferences: Ghanaians are increasingly embracing digital fitness and well-being solutions due to the convenience and accessibility they offer. The shift towards online doctor consultations and digital treatment and care services is fueled by the desire for efficient healthcare delivery and personalized medical attention.

Trends in the market: One prominent trend in the Ghanaian market is the rising popularity of fitness apps and online workout programs, catering to individuals looking to stay active from the comfort of their homes. Moreover, the demand for virtual doctor consultations is on the rise, especially in rural areas where access to healthcare facilities is limited. The digital treatment and care segment is also witnessing growth, with patients seeking remote monitoring and management of chronic conditions.

Local special circumstances: In Ghana, the growing penetration of smartphones and internet connectivity is playing a crucial role in driving the adoption of digital fitness and well-being services. With the increasing awareness about the importance of health and wellness, Ghanaians are turning to digital platforms to access professional guidance and support for their fitness goals and medical needs.

Underlying macroeconomic factors: The Ghanaian government's initiatives to promote digital health solutions and improve healthcare infrastructure are creating a conducive environment for the growth of the Digital Fitness & Well-Being market. Additionally, the rising middle-class population with higher disposable incomes is willing to invest in digital wellness services, further propelling the market forward.

Data coverage:

The data encompasses B2C enterprises. Figures are based on revenues and user data of relevant mobile applications and consumer electronics companies.

Modeling approach / Market size:

Market sizes are determined through a combined top-down and bottom-up approach, building on a specific rationale for each market segment. As a basis for evaluating markets, we use annual financial reports of key players, industry reports, third-party reports, and survey results from primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, population, internet penetration, smartphone penetration, consumer spending, and healthcare spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war is considered at a country-specific level.

This report presents a comprehensive analysis and additional information on the Digital market, in a PDF format.