The platformisation of wellbeing is reshaping health, and grocery needs to pay attention. Five years ago there were separate platforms for music, fitness, meditation, sleep, coaching and more. Now they are converging for continuous engagement. AI is speeding up that shift, helping turn health into an always-on layer of consumer intelligence. The result is not just better personalisation, but richer behavioural data that can power recommendations, deepen commercial relationships and strengthen subscription models.

Trend signals

1. Fitbit rebrands as Google Health

In May 2025 Google rebranded the Fitbit app as Google Health and launched an AI-powered health coach subscription. This combines wearable data, medical records and third party health data, offering users a single viewpoint and always-on health guidance.

2. Fitbit co-founders launch family health app Luffu

This new AI-powered tool is designed to reduce the mental load of caregiving. It helps organise shared health information and support coordinated care for households

3. Apple turns AirPods into a more everyday health device

AirPods Pro 3 launched with built-in heart rate sensing during workouts, alongside existing hearing-health capabilities in its audio range. This data feeds into the health and fitness apps on iPhone.

4. Samsung explores dementia detection through future wearables

At CES in January, Samsung said future Galaxy Watch and Galaxy Ring devices could detect early signs of dementia by analysing speech, movement and interactions with connected devices. Rather than a diagnosis, this would push wearables further into preventative health.

5. Spotify expands workout listening into a wider wellness play

Spotify has launched a new in-app Fitness hub with guided workouts and Peloton classes for Premium users. Folding physical health into a mainstream digital platform will help collect richer behavioural data and embed the service into fitness routines.

These developments point to health becoming more passive, more predictive and more deeply woven into everyday life. The winners will be those that can combine data, interpret it clearly and fit naturally into existing routines. There is a common thread of moving from information to intervention. That has major implications for how consumers think about convenience, trust, value and support. It also shows how the boundaries between consumer tech, health management, media and the home are starting to blur.

Implications for industry

These are not mainstream solutions at scale. But they matter because they are attracting highly engaged consumers, often early adopters with the motivation and means to invest in their health more actively.

Point on personalisation

If health signals become less screen-bound, brands will need to think beyond traditional digital touchpoints and ask how they become relevant in more contextual, real-time moments. This will increase the shift towards designing around routines, recovery, stress, sleep, family care or preventive wellbeing.

It also raises bigger questions about partnerships, data ethics and the role retailers and brands can credibly play when health becomes more predictive. The commercial opportunity is not to chase every new platform. It is to identify where consumer expectations are shifting and act early: build propositions that reduce effort, support healthier everyday decisions and fit seamlessly into how people actually live.