Endeavour Group (EDV.AX): What Does the Rise of Wearable Technology / Fitness Trackers Mean for Alcohol Sales?

Research evidence excerpt

Endeavour Group (EDV.AX): What Does the Rise of Wearable Technology / Fitness Trackers Mean for Alcohol Sales?

Equity Research

22 July 2026 | 3:22PM AEST

Endeavour Group (EDV.AX): What Does the Rise of Wearable

Technology / Fitness Trackers Mean for Alcohol Sales?

Wearables / fitness trackers are increasingly popular in Australia Recent Peter Marks

+61(02)9321-8846 |

commentary from rebel and JB Hi-Fi has highlighted the strength of the wearables peter.marks@gs.com

Goldman Sachs Australia Pty Ltd

category, with smartwatches, fitness bands and recovery-focused devices seeing

Rayanne Haidar

strong demand. Sensor Tower Australian monthly active users data of the associated +61(2)9321-8739 |

apps (a proxy for penetration) shows there are ~1.1m monthly active users across rayanne.haidar@gs.comGoldman Sachs Australia Pty Ltd

Garmin Connect; 493k for Google Health (Fitbit) 58k for WHOOP; 16k for Oura. In James Leigh, CFA

total monthly active users of these apps now represent ~7% of the Australian +61(2)9321-8450Goldman Sachs Australia| james.leigh@gs.comPty Ltd

population or (or ~9% of the adult population). We note this does not include Apple

Watch usage data, which has similar functionality. Globally there are now 2.5m+

WHOOP members and 5.5m+ Oura rings have been sold since 2015.

New wearables make the physiological impacts of alcohol consumption clear

and tangible for consumers Devices such as WHOOP and Oura, whilst still in early

stages of adoption, clearly reflect the negative impact of alcohol to consumers.

WHOOP data shows alcohol consumption causes increases in resting heart rate,

reductions in heart rate variability (HRV), shorter sleep duration / lower sleep quality

and lower next-day physical activity. Alcohol was also the top recovery detractor in