Tracking Health and Wellness: Bridges and Barriers to Wellness Tracking Technology

State of Our Health Q4 2022


From workout apps to wearables to trackers, it’s safe to say that technology is a staple of the health and wellness space. There is no shortage of exciting innovations in the wellness tech space, but for most consumers, “wellness tech” means wearables and apps that track and guide eating, fitness, and mindfulness. Tracking technology has, however, revolutionized how many consumers approach health by bridging major barriers around motivation, accountability, and lack of progress.  

This quarter we dig into wellness tracking technology to understand how consumers use tracking technology, what problems it solves, and what unmet needs still exist. Trackers are a specific type of consumer, one that is highly engaged, dedicated, and important to the health and wellness category. But there are significant differences across gender and generations in habits and priorities. Join us to learn how tracking technology meets consumer needs, and what that means for brands in the health and wellness space.

Topics include: 

  • Sizing the the health and wellness technology market, noting which areas see the most consumers
  • Key characteristics of a typical tracker, and their behaviors, attitudes, and health approaches 
  • Perceived benefits and drawbacks to different kinds of tracking, including fitness, nutrition, and sleep.
  • The relationship between fitness and nutrition tracking


  1. Background, Methodology, Executive Summary, Key Takeaways
  2. The Wide Range of Wellness Tech: Explore the broad spectrum of wellness tech, noting which products and services are more mainstream and which are more niche.
  3. Meet the Trackers: Who is a typical wellness tracker and what are their needs, motivations, and priorities?
  4. Bridges and Barriers to Tracking Food and Fitness: What makes certain types of tracking so much more popular than others? What makes some tracking so difficult?
  5. What’s New in Q4: Explore trended data highlights covering health engagement, priorities, performance, motivations, and nutrition and fitness behaviors for Q4 2022.

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