The Espresso Report: Health, Wellness, and Technology

The Espresso Report: Health, Wellness, and Technology

The convergence of digital innovations and consumer behaviors is reshaping the health and wellness landscape. At Antropomedia Express, we integrate insights from digital anthropology to understand how technological changes influence consumer habits and market dynamics. This newsletter synthesizes findings from our latest reports and relevant academic literature on digital anthropology, providing a nuanced understanding of current trends, innovations, and actionable strategies.

Market Overview

The Health and Wellness industry is witnessing transformative changes, driven by technological advancements and shifting consumer expectations. A notable trend is the rapid growth of the Digital Fitness and Well-Being market, projected to reach $126.5 billion by 2028, growing at a CAGR of 8.73% from 2023. This growth is fueled by consumer demand for more personalized, convenient health solutions, such as wearable devices and digital health platforms.

Statistical Insights

  1. Digital Health Market Growth: The digital fitness and well-being sector is expected to grow at a CAGR of 8.73% from 2023 to 2028, reaching a market volume of $126.50 billion.
  2. Screen Time Concerns: The average person now spends five hours a day on their phone, up 6% year-over-year from 2022.
  3. Smart Healthcare Adoption: Over 60 million people worldwide could benefit from frictionless diagnostic solutions, such as smartphone apps for detecting heart conditions.
  4. Sleep Tech Paradox: While 90% of North Americans recognize the benefits of good sleep, 85% struggle with sleep due to technology use.
  5. Ambient Assisted Living Market Growth: The market is projected to reach USD 645.19 billion by 2030, growing at a 29.7% CAGR from 2023 to 2030.

Innovations in Health and Wellness


CardioSignal, a Finnish health tech business, raised $10 million in seed funding in January 2024. The investment will help CardioSignal's technology, which uses gyrocardiography to find major heart diseases without the need for special medical equipment, be tested in more clinical settings and grow its business. Using motion data from the gyroscope and accelerometer on a smartphone, the technology can accurately find people with heart disease in just one minute. The technology can find Atrial Fibrillation and Heart Failure, and there are hopes to make it even better. This could make it easier to diagnose and keep an eye on heart problems, especially for patients who live far away.


A Belgian tech company called Moonbird made a gadget for $199 that uses guided breathing exercises to help people sleep and feel less stressed. The palm-sized device has been used by 35,000 people across Europe since it came out in 2021. The device, which looks like a small bird, moves back and forth, and users are told to time their breathing to the beat. The CEO and founder, Stefanie Broes, said that the device's non-digital method was one of the main things that made it stand out in a market full of meditation apps. Moonbird said in January 2024 that it was going to enter the US market.


Millions of Muslims travel from around the world to Mecca for the yearly Umrah and Hajj pilgrimages. Pathogens have a chance to spread from one individual to the next in those enormous gatherings. In order to stop the spread of germs and viruses, Saudi Arabia's national airline launched ProtecTasbih, the first sanitizing prayer beads in history. The airline's inventive partners came upon tea tree oil, which has antibacterial, antifungal, and antiviral qualities, realizing that pilgrims who might choose to avoid anything containing alcohol needed a hygiene solution. Around solid beads, Aetha Design managed to form a semi-solid tea tree compound. With the beads to be used in Saudi Arabia's intense heat as well as on airplanes and other air-conditioned areas, getting the recipe just right proved difficult. Saudi Arabia gave ProtecTasbih to travelers flying to Jeddah and to Meccan pilgrims.


Due to the rising death rates of moms in the US, especially in minority groups, food-as-medicine platform FarmboxRx launched a Maternal Health Program to help women who are pregnant or who have just given birth. Deliveries of healthy food are paired with personalized educational material that focuses on mental health, nutrition, getting ready for birth, immunizations, and prenatal and postpartum care. Food boxes are customized to fit the needs of the receiver. For example, people who don't have a fridge may get foods that can be kept on the counter, like apples and oranges. You can get FarmboxRx through Medicaid and Medicare as an Advantage Benefit. As of March 2024, the Maternal Health Program was up and running.

Nvidia & Hippocratic AI

In March 2024, at the Nvidia developer conference, the company announced a relationship with Hippocratic AI, a new company that hires virtual healthcare workers by the hour. Hippocratic is a company based in the US that sells a set of virtual creative AI healthcare agents. Each agent has its own specialization. Diane, for example, checks in with people who have chronic kidney disease once a week, and Nancy is in charge of pre-ops for colonoscopies, which means she goes over the instructions, explains the process, and makes sure that each patient has a ride to and from the hospital. All of the conversations happen over the phone and use natural words and a conversational style. Agents cost $9/hour or less and can be programmed to follow the rules and directions of a healthcare provider.

Consumer Behavior Across Regions

Europe: There's an increased adoption of wellness foods, particularly functional foods that combat stress and enhance wellbeing.
Asia: Digital fitness platforms show significant growth, especially ones offering yoga and mindfulness tailored to local cultural practices.
North America: High engagement with digital health tools, particularly wellness apps for fitness and mental health, is noticeable.
Global Trends: Across the board, consumers are gravitating towards solutions that blend convenience with effectiveness, showing a preference for digital interfaces that simplify rather than complicate their lives.

Digital Anthropology Insights

  • Algorithmic Living: Consumers increasingly rely on algorithms for health monitoring and decision-making, creating a new dynamic in how health habits are formed and maintained.
  • Cultural Codification of Health: Digital tools reflect and reshape cultural norms around wellness, with regional differences in how health is perceived and managed.


1. Embrace Customization in Health Monitoring: Explore and utilize health applications and devices that offer customization. Tailor these tools to align with your personal health goals, whether it’s improving sleep, managing stress, or enhancing physical fitness. Personalized settings can help track your progress more accurately and offer more relevant advice and alerts.

2. Prioritize Data Privacy in Your Health Tools: When choosing health and wellness apps or devices, prioritize those that clearly state their data use policies and have strong security measures in place. Understanding how your data is used and protected can help you make informed decisions about the products you use.

3. Invest in Non-screen Health Enhancements: To reduce screen time, consider devices and tools that do not require significant interaction with screens, such as wearable sleep trackers or guided breathing tools like Moonbird. These can help manage your health without adding to digital eye strain.

4. Educate Yourself on Health Technologies: Take the time to learn about how different health technologies work and their benefits. Knowledge about how devices like fitness trackers and smartwatches can monitor your health metrics will enable you to use these tools more effectively in your daily life.

5. Seek Out AI-Powered Health Insights: Use applications that incorporate artificial intelligence to gain deeper insights into your health. AI can analyze your health data more extensively than traditional methods, providing personalized recommendations and early warnings about potential health issues.

6. Connect with Online Health Communities: Join online platforms or social media groups focused on health and wellness. These communities can offer support, advice, and motivation to help you maintain and enhance your wellness journey. They can also be great sources for discovering new and effective health-enhancing tools and methods.

7. Regularly Update Your Health Apps and Devices: Keep your applications and devices updated to benefit from the latest improvements in health technology. Updates often include new features, enhanced security measures, and optimizations that make the tools more effective and easier to use.

8. Balance Technology with Natural Wellness Practices: While digital tools are beneficial, balance their use with natural practices like outdoor activities, meditation, and manual tracking methods like written journals. This balance can help maintain a healthy relationship with technology and support overall well-being.

9. Advocate for Transparent Health Technologies: As a consumer, advocate for transparency and ethical practices in health technology. Request clear information about how your data is collected, used, and shared, and support companies that prioritize user well-being in their products.

10. Experiment with Different Tools: Given the rapid development in health technology, experiment with different tools to find what works best for you. Whether it’s a new fitness app, a different wearable, or an alternative meditation tool, trying out various options can help you optimize your health routine.

In Conclusion

As the health and wellness industry evolves, balancing innovation with consumer protection remains crucial. The focus on enhancing consumer health literacy and navigating ethical considerations will define the future trajectory of health tech, ensuring that technological advancements continue to benefit users globally.

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