New research from our Wearables service predicts global fitnessband sales grew +2% in 2020, but they will dip -2% in 2021.

Demand for Fitbit, Xiaomi Mi Band and other fitness-led wristbands increased during the Covid pandemic of 2020, as consumers sought out new ways to monitor their health and wellness during lockdown.

However, the novelty is wearing thin in 2021 and people are now upgrading to smartwatches with higher specs, better design, or more status-led brands (like Apple Watch).

For now, the fitnessband industry is peaking.