Digital Fitness & Well-Being - Kenya

The Digital Fitness & Well-Being market in Kenya is projected to reach a revenue of US$111.40m in 2024.
It is expected to experience an annual growth rate of 5.41% from 2024 to 2029, resulting in a projected market volume of US$145.00m by 2029.
The user penetration is expected to be 10.03% in 2024 and is forecasted to increase to 12.52% by 2029.
The average revenue per user (ARPU) is expected to be US$19.76.
In comparison to other countries, United States will generate the highest revenue, amounting to US$14.82bn in 2024.
Kenya is experiencing a surge in demand for digital fitness and well-being solutions, as the population seeks convenient and accessible ways to improve their health.

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 Kenya is experiencing significant growth and development, driven by various factors shaping consumer behavior and market dynamics in the country.

Customer preferences: Consumers in Kenya are increasingly turning to digital fitness and well-being solutions due to the convenience and accessibility they offer. The younger population, in particular, is more inclined towards using online platforms for doctor consultations and digital treatment options. Additionally, the rising awareness about health and wellness is driving demand for digital solutions that provide personalized and convenient services.

Trends in the market: One of the key trends in the Digital Fitness & Well-Being market in Kenya is the proliferation of mobile health apps and wearable devices that enable individuals to track their fitness levels, monitor health parameters, and access virtual consultations with healthcare professionals. Moreover, the integration of artificial intelligence and data analytics in these digital solutions is enhancing the overall user experience and outcomes.

Local special circumstances: In Kenya, the increasing penetration of smartphones and the internet is playing a crucial role in the adoption of digital fitness and well-being services. The country has a growing tech-savvy population that is eager to embrace innovative digital solutions for healthcare. Additionally, the presence of a robust mobile payment infrastructure is facilitating the monetization of digital health services and making them more accessible to a wider audience.

Underlying macroeconomic factors: The economic growth and rising disposable incomes in Kenya are fueling the demand for quality healthcare services, including digital fitness and well-being solutions. As the middle class expands and urbanization continues, there is a growing need for convenient and affordable healthcare options, which is driving the adoption of digital platforms. Furthermore, government initiatives to promote digital health technologies and improve healthcare infrastructure are creating a conducive environment for the growth of the Digital Fitness & Well-Being market in the country.

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.