US consumers are investing in fitness trackers at a rate few expected. Spending on the devices rose 88 per cent in the first seven months of 2025 compared with a year earlier, according to data from Circana, the retail and consumer insights firm.
The growth has been powered less by traditional wrist-worn trackers, which saw unit sales fall 6 per cent, than by the rapid adoption of smart rings — a newer form factor that has quickly gained traction. More than 1.3 million fitness tracking devices were sold between January and July, with smart rings alone accounting for $217mn million in revenue.
Smart rings now make up three-quarters of total tracker sales, up from less than half last year, Circana said. Younger shoppers are particularly enthusiastic: Americans aged 34 and under are almost twice as likely as the average consumer to own a ring device.
“Innovation is inspiring health-conscious consumers to spend on new fitness tracking technology and bolstering growth in the wearable technology market,” said Ben Arnold, executive director, industry analyst, Consumer Technology at Circana. “The small size and minimally intrusive nature of smart rings make them attractive alternatives to a smart watch or other wrist-worn fitness tracker. Though smart rings lack buttons or a display, they are adept at many wellness measures including sleep quality and stress levels, as well as most of the typical activity measures like step counts and workout tracking.”
Average selling prices for smart rings are nearly four times higher than those for wrist-worn trackers, underlining their premium positioning. Circana’s Future of Consumer Technology report forecasts overall fitness tracker revenue will rise a further 13 per cent by year-end, even as value-conscious shoppers cut spending elsewhere.
Arnold said the resilience of the market reflected how “targeted innovation” can still command consumer dollars. “Even in an economic environment where consumers are value-conscious and looking for ways to cut costs, they are still willing to invest in products that deliver benefits they are seeking,” he said.
The expansion of wearable accessories has also added momentum, with spending in that category climbing nearly 50 per cent so far this year.
Circana’s Future of™ is a series of industry-specific forecasts and insights that incorporate Circana’s data assets, deep industry advisor expertise, macroeconomic inputs, superior technology and advanced analytic modeling techniques.
