Wearable giants Oura and Garmin were some of the most-searched products at the beginning of 2026, signaling rising consumer interest in tracking everything fitness and wellness related
Walking down any street, you’re likely to see one of the big wearable players on someone’s wrist or hand: Oura Rings, Garmin watches, Whoop wristbands, Apple Watches and more.
The rise of data-driven lifestyles has coincided perfectly with the overall increased concern for wellness, as consumers are constantly looking for ways to optimize their health, especially through the convenient support of technology.
It shouldn’t come as a surprise then that online searches for the top wearable devices are only growing, especially as the global fitness tracker market is expected to more than triple by 2032, climbing from $52.29 billion in 2024 to $189.98 billion.
A new consumer electronics report from UK-based SEO and search agency MediaVision found that searches for wearables rose significantly from December 1, 2025, through February 8, 2026, with two brands standing out the most: Oura and Garmin.
Based on the search data, Oura Ring took the top spot as fastest-growing product in consumer technology over the last quarter, with searches increasing 58% year-over-year. Searches for Garmin watches have also risen significantly, shooting up 31.3% year-on-year.
The surge for both products is just another indicator of ongoing consumer interest in tracking fitness and wellness metrics like steps, workouts, sleep, recovery and more.
What’s Behind the Growth in Wellness Tech
The interest in Garmin specifically could be attributed to the running boom, as the watches are known to be popular among serious runners. With more and more people signing up for marathons, people are likely looking for ways to track their training (and log their runs on Strava with their peers).
The report noted that historically, entertainment and connectivity categories have taken over consumer electronics, but wellness-focused tech seems to be shifting just as public priorities are shifting.
When it comes to health, it’s not only fitness trackers that people are looking for — other products linked to healthier lifestyles are also trending. Searches rose 75% YoY for what Brits call “health grills” — similar to a panini press or George Foreman grill, which can be a healthier cooking alternative since it uses little or no oil and lets fat drain away from food as it cooks.
Interest in air purifiers also jumped 46.2%, as more consumers are growing preoccupied with maintaining an overall healthy lifestyle, which starts at home.
“Devices such as the Oura Ring and Garmin watches offer increasingly sophisticated ways to track sleep, recovery and daily activity,” said MediaVision SEO expert, Oliver Yee. “At the same time, growing awareness of indoor air quality is likely contributing to rising demand for air purifiers as consumers seek to create healthier home environments.”
The growth of products like Garmin and Oura could be attributed to the exposure they’re gaining online — especially from fitness and wellness influencers who increasingly partner with these brands — PR specialist Annabelle Sacher discusses in the report.
“For devices like the Oura Ring and Garmin watches, brands are not only gaining visibility through their own social activations, but also through user-generated content,” Sacher pointed out.
“This type of content provides valuable third-party validation, particularly through review-style posts, while also featuring naturally in ‘day in the life’ and active routine content from fitness and health influencers,” she explained. “The result? Potential buyers are exposed to these products repeatedly across both social and search channels, reinforcing awareness and consideration throughout the purchase journey.”
In that case, it makes sense that the chronically online generation, Gen Z, is leading the wellness tech revolution, with 30% planning to spend more on fitness in 2026, and 64% claiming they would rather spend money on fitness gear than on a date. Moreover, 63% more Gen Z than Gen X cited devices like smart rings and fitness watches as their most significant fitness purchases last year, according to Strava’s 2025 report.
But fitness and wellness spending seems to be holding strong across the board. Even amid an uncertain economy, health and wellness was the only category in which American consumers planned to increase spending for 2026.
As that spending remains steady or continues rising, wearable tech companies are capitalizing on a key growth opportunity. As fitness and wellness startups raised $2 billion across 44 deals in 2025, Oura captured nearly half of that total, raising $900 million.
Whoop seems to be leading the funding race in 2026 so far, though, raising $575 million in a Series G round at a $10.1 billion valuation and landing yet another major sports partnership with French professional soccer organization Paris Saint-Germain, one of the biggest clubs in Europe.
