Kantar has released its Health and Wellness in India report, drawing on 2024 Google search data to map emerging consumer priorities in the wellness space. The study has analysed over 110 validated search topics across 15 categories, including nutrients and supplements, skin health, weight management, women’s health, gut health, alternative medicine, and lifestyle choices.
The findings have shown a twofold rise in interest for science-led and clinically backed wellness solutions, reflected in growth in searches for medical-grade weight management drugs, cognitive supplements, and hormonal tracking tools. This shift has indicated that consumers are approaching self-care with a protocol-driven mindset.
Searches for Vitamin B12-rich foods have grown 54% year-on-year, while queries related to sensitive skin have increased by 30%. Interest in sleep aids such as melatonin has risen by 27%, and searches for sugar-free options have seen a 14% increase. Women’s health topics, particularly those linked to menstrual cycles and mood phases, have also recorded higher search activity.
The report has highlighted five macro trends: functional wellness focused on measurable outcomes; clinical and conscious self-care; a link between inner health and external wellbeing; habitual and cycle-based health management; and the reinterpretation of traditional practices through a scientific lens.
“The health and wellness landscape in India is undergoing a remarkable transformation. Our report highlights the growing importance of personalized and functional wellness solutions. Brands that can effectively address these evolving consumer needs will be well-positioned to lead in this dynamic market,” said Soumya Mohanty, MD and Chief Client Officer, South Asia, Insights Division, Kantar.
