54% YoY growth in Search for Vitamin B12-rich foods: Kantar

Kantar has released its ‘Health and Wellness in India’ report today, revealing significant shifts in consumer behaviour and preferences. Based on Kantar’s ‘India in Search’ report, which curates 2024 Google search data, this comprehensive report delves into the Health & Wellness category, highlighting emerging trends and key areas of interest shaping the future of health and wellness in the country.

The Health and Wellness in India report delves into various aspects of health and wellness, including Nutrients & Supplements, Skin Health, Physical Fitness, Weight Management, Cognitive & Mental Health, Women’s Health, Gut Health, Alternative Medicine, Sleep, Immune Health, Hydration, Lifestyle Choices, Advanced Medicine, Detoxification, and Longevity.

Here are some key findings:

Nutrients & Supplements: 2.7M searches for Vitamin B12. 54% growth YoY for Vitamin B12 rich foods.

Skin Health: 30% growth in searches for Sensitive Skin compared to the previous year.

Physical Fitness: Walking and low-intensity fitness reclaiming space with 121K–89K+ searches for "walk", "walking shoes", "brisk walk", and even tools like “walking pad”.
Weight Management: GLP1 Drug-linked searches like Ozempic (+216%), Zepbound (+943%), Tirzepatide (+188%), and Mounjaro (+94%) reflect mainstream adoption of medical-grade solutions

Cognitive Health: Searches for Cortisol saw a 59% growth overall this year.

Women’s Health: Mood and Menstruation raise curiosity with “follicular phase mood” (+357%), “luteal phase symptoms” (+99%), and “4 phases of menstrual cycle and moods” (+145%) all seeing positive growth.

Gut Health: Common digestive discomfort issues like bloating (58K) and acidity (47K) saw an increase in interest.

Alternative Medicine: Homeopathy clinics searches are on the rise: “homeo shop near me” (+32%), “homeo medical shop,” “homeopathy near me” (+48%)

Sleep: Searches for Melatonin in various formats like spray, gummies, tablets etc. were 4.5M and grew over the year at 27%.

Lifestyle choices: Sugar free options and sugar substitutes were searched 7.4M times, a 14% increase compared to 2023.

The top 5 key trends that emerge are:

Function-first wellness: The pursuit of visible outcomes
In a significant trend, consumers are increasingly focusing on goal-driven health, with a notable rise in searches related to skincare, weight management, and workouts. The pursuit of wellness is now measured, optimized, and outcome-based, as evidenced by the 26.6 million searches, reflecting a 39% growth. Key insights reveal a surge in interest for products like collagen for skin health, melatonin for better sleep, and pre-workout supplements for enhanced energy.

Science-framed self-care: Clinical & conscious betterment
In a growing trend, health is being approached with a clinical and conscious mindset, treating it more like a protocol rather than a preference. This shift is reflected in the 14.6 million searches, showing a 13% growth. Consumers are increasingly interested in GLP-1 weight loss drugs, cognitive supplements, and hormonal tracking. These searches indicate a rising demand for scientifically backed self-care solutions that prioritize clinical efficacy and conscious betterment.

Inner Health = Outer Power: Transformations from the Inside Out
People are increasingly linking nutrition, gut health, and immunity to beauty, weight management, mood, and even long-term aging. This trend is highlighted by the 14.5 million searches, showing a 15% growth. There is a sharp surge in queries around biotin, collagen, and multivitamins for skin and hair health, indicating that wellness begins within and radiates outward.

Daily systems & cycle care: Regulating through routines
Health is becoming habitual, rhythmic, and tech-assisted, with consumers syncing to cycles, tracking hydration, and sticking to morning rituals. This trend is reflected in the 9.9 million searches, showing a 9% growth. High search volumes for terms like "menstrual cycle" and "periods" underscore the importance of daily systems and cycle care. Women in India are moving from passive consumers of reproductive care to active, data-seeking participants in their health journeys.

Natural systems, modern lenses: Reinterpretation of tradition through science
Natural care is undergoing a modern relabelling, where precision meets plants. This trend is evident in the 8.7 million searches, showing a 17% growth. From Ayurveda and adaptogens to detox teas and bio hacks, consumers are increasingly turning to traditional systems reinterpreted through a scientific lens. Searches for "Ayurveda," "homeopathy," and "acupuncture" are growing, indicating a blend of tradition and modernity in wellness practices.

Soumya Mohanty, MD & Chief Client Officer, South Asia, Insights Division, Kantar, commented: "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.”