Digital Fitness & Well-Being - Japan

  • Japan
  • The Digital Fitness & Well-Being market in Japan is projected to reach a revenue of US$2.27bn in 2024.
  • The market is expected to show an annual growth rate (CAGR 2024-2028) of 4.04%, resulting in a projected market volume of US$2.66bn by 2028.
  • User penetration is estimated to be 22.65% in 2024 and is expected to increase to 25.63% by 2028.
  • The average revenue per user (ARPU) is projected to be US$80.47.
  • In global comparison, in China is expected to generate the highest revenue in the Digital Fitness & Well-Being market, amounting to US$28,360.00m in 2024.
  • Japan's digital fitness market is thriving with a strong emphasis on wearable technology and gamification to motivate users towards a healthier lifestyle.

Key regions: Asia, Europe, United States, South Korea, China

Region comparison

Analyst Opinion

The Digital Fitness & Well-Being market in Japan is experiencing significant growth and development, driven by various factors shaping consumer behavior and market dynamics.

Customer preferences:
Japanese consumers are increasingly prioritizing convenience and accessibility when it comes to health and wellness services. The demand for digital fitness and well-being solutions, online doctor consultations, and digital treatment options is rising as individuals seek more personalized and convenient ways to manage their health.

Trends in the market:
In Japan, there is a noticeable trend towards integrating technology into traditional healthcare practices. Digital fitness platforms offering virtual workouts, wellness tracking apps, and online consultations with healthcare professionals are becoming more popular among tech-savvy consumers. The market is also witnessing a growing interest in digital treatment and care solutions, such as telemedicine services and remote monitoring devices.

Local special circumstances:
Japan's rapidly aging population and the increasing prevalence of chronic diseases are driving the adoption of digital health solutions in the country. With a shortage of healthcare providers and an emphasis on preventive care, digital fitness and well-being offerings are filling a crucial gap in the healthcare system. Additionally, the tech-savvy nature of Japanese consumers and the strong infrastructure for digital connectivity are further propelling the growth of the market.

Underlying macroeconomic factors:
The government's initiatives to promote digital health technologies and telemedicine services are creating a favorable regulatory environment for market expansion. The increasing healthcare expenditure in Japan, coupled with a growing awareness of the importance of preventive healthcare, is fueling the demand for innovative digital solutions. Moreover, the COVID-19 pandemic has accelerated the adoption of telehealth services and digital wellness platforms, leading to a more widespread acceptance of these technologies among consumers.


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 market. 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.


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.


  • Revenue
  • Key Players
  • Analyst Opinion
  • Users
  • Global Comparison
  • Methodology
  • Key Market Indicators
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