Mumbai: Kantar has released its Health and Wellness in India report, revealing transformative shifts in consumer behaviour and priorities. Based on insights from Kantar’s India in Search study—which analyses Google search data from 2024—this report examines emerging trends shaping the future of health and wellness in the country.
Covering 15 key themes—ranging from Nutrients & Supplements, Skin Health, Physical Fitness, and Weight Management to Cognitive & Mental Health, Women’s Health, Gut Health, Alternative Medicine, Sleep, Immune Health, Hydration, Lifestyle Choices, Advanced Medicine, Detoxification, and Longevity—the report offers a comprehensive lens into the evolving wellness mindset of Indian consumers.
Search trends reveal a clear shift toward purpose-driven, measurable wellness goals. For instance:
- Nutrients & Supplements: 2.7M searches for Vitamin B12; 54% YoY growth in searches for B12-rich foods.
- Skin Health: Sensitive skin searches grew by 30%.
- Physical Fitness: Walking and low-intensity workouts are resurging, with 121K–89K+ searches for “walk,” “walking shoes,” “brisk walk,” and “walking pad.”
- Weight Management: Medical-grade solutions gain traction—Ozempic (+216%), Zepbound (+943%), Tirzepatide (+188%), Mounjaro (+94%).
- Women’s Health: High growth in searches related to menstrual phases and mood (e.g., “follicular phase mood” +357%).
- Alternative Medicine: “Homeopathy near me” (+48%) continues to trend upward.
- Sleep: 4.5M searches for melatonin products (+27% YoY).
- Lifestyle Choices: Sugar-free and sugar-substitute searches hit 7.4M (+14%).
From this data, Kantar identifies five dominant wellness shifts:
- Function-first wellness – Outcome-focused approaches to skin, weight, and fitness (39% growth, 26.6M searches).
- Science-framed self-care – Clinical, protocol-based health solutions (13% growth, 14.6M searches).
- Inner Health = Outer Power – Nutrition and gut health as the foundation for beauty, weight, and aging (15% growth, 14.5M searches).
- Daily systems & cycle care – Habit-forming, tech-assisted routines for hydration and menstrual health (9% growth, 9.9M searches).
- Natural systems, modern lenses – Tradition reimagined with science, from Ayurveda to adaptogens (17% growth, 8.7M searches).
Soumya Mohanty, MD & Chief Client Officer, South Asia, Insights Division, Kantar, said, “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. By leveraging these trends and consumer preferences, brands can create targeted and effective marketing strategies to engage with their audience and drive growth.”
