Our comprehensive analysis of millions of Google search queries reveals the vibrant and ever-evolving landscape of Indian consumer aspirations. This report offers valuable perspectives for businesses and marketers, identifying the trends that are set to dominate the Indian consumer and marketing landscape. Dive into the dynamic shifts across 15 categories to uncover the connection between the trends and the people driving them.
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Discover the unique insights of Kantar’s inaugural ‘India in Search’ report, connecting trends with the people driving them. This comprehensive analysis, based on meticulous curation of millions of Google search queries, reveals the dynamic shifts in various sectors, from sports and entertainment to health and wellness.
Explore the growth in interest in women’s cricket, the rise of other sports, the evolving definition of health and wellness, and the shift towards convenience and sustainability with carpooling and bike rentals. Indian consumers are not just passive participants; they are active seekers of information and experiences.
Did you know?
- Mobiles and Fashion are some of the fastest growing sectors (70%+ growth in queries).
- Sneakerverse is real with 104% growth with Indian brands like Comet seeing four-digit growth percentages.
These brands, while not inexpensive, offer a blend of style, premium quality, and value. Our latest ‘India in Search’ report underscores a key insight we've been emphasizing for the past six months: the quest for value and premiumization are complementary, not contradictory. Marketers can drive premiumization through experiences, innovation, and by making consumers feel valued.
Our methodology includes defining the universe by workshopping over 400 validated Google Search Topics, categorized using a proprietary tool based on historical data, volume, and growth. Emerging trends are then analysed by mapping themes and topics against the Kantar Trend Framework Matrix.
Covering the period from November 2023 to October 2024, the report spans 15 categories: Sports, Entertainment & Music, Mobiles, Health & Wellness, News, Travel, Experiences, Décor, Kidsverse, Fashion, Influencers & Celebrities, Beauty, Gardening & Agriculture, Environment, and Pet Care.
Our research suggests that the top marketing trends shaping the current landscape and the immediate future for 2025 are centered around the consumer's relentless pursuit of convenience and enriching experiences, both at home and beyond.
Consumers are increasingly seeking hassle-free living, as evidenced by the rising interest in home cleaning tools, visa-free travel, ride-sharing apps, comfort clothing, and even weight loss supplements. This trend underscores a broader shift towards products and services that enhance everyday life, providing seamless and enjoyable experiences.
To get a visual overview of India's search behaviour and the dynamic shifts across 15 categories, download the infographic above.
Brands that cater to the evolving consumer preferences will be well-positioned to thrive in the competitive market. This report highlights the key takeaways from our research about how brands can connect better with their consumers.
With our cutting-edge digital analytics <hyperlink: https://www.kantar.com/north-america/expertise/analytics/innovation-analytics), we help our clients use digital data to uncover what others cannot. We look in the right place, at the right time, with the right human and artificial intelligence - to help with product development, detecting consumer needs, forecasting trends, and optimizing digital performance.
For more insights and to explore how these trends can benefit your business, contact your local Kantar team or get in touch with our experts:
Ranjana Gupta
Director, South Asia, Insights Division, Kantar
ranjana.gupta@kantar.com
Sherin Linda Hephzibah D
Account Director – Innovation, India, Insights Division, Kantar
sherinlindahephzibah.d@kantar.com
Explore the growth in interest in women’s cricket, the rise of other sports, the evolving definition of health and wellness, and the shift towards convenience and sustainability with carpooling and bike rentals. Indian consumers are not just passive participants; they are active seekers of information and experiences.
Did you know?
- Mobiles and Fashion are some of the fastest growing sectors (70%+ growth in queries).
- Sneakerverse is real with 104% growth with Indian brands like Comet seeing four-digit growth percentages.
These brands, while not inexpensive, offer a blend of style, premium quality, and value. Our latest ‘India in Search’ report underscores a key insight we've been emphasizing for the past six months: the quest for value and premiumization are complementary, not contradictory. Marketers can drive premiumization through experiences, innovation, and by making consumers feel valued.
Our methodology includes defining the universe by workshopping over 400 validated Google Search Topics, categorized using a proprietary tool based on historical data, volume, and growth. Emerging trends are then analysed by mapping themes and topics against the Kantar Trend Framework Matrix.
Covering the period from November 2023 to October 2024, the report spans 15 categories: Sports, Entertainment & Music, Mobiles, Health & Wellness, News, Travel, Experiences, Décor, Kidsverse, Fashion, Influencers & Celebrities, Beauty, Gardening & Agriculture, Environment, and Pet Care.
Our research suggests that the top marketing trends shaping the current landscape and the immediate future for 2025 are centered around the consumer's relentless pursuit of convenience and enriching experiences, both at home and beyond.
Consumers are increasingly seeking hassle-free living, as evidenced by the rising interest in home cleaning tools, visa-free travel, ride-sharing apps, comfort clothing, and even weight loss supplements. This trend underscores a broader shift towards products and services that enhance everyday life, providing seamless and enjoyable experiences.
To get a visual overview of India's search behaviour and the dynamic shifts across 15 categories, download the infographic above.
What’s next for brands?
Brands that cater to the evolving consumer preferences will be well-positioned to thrive in the competitive market. This report highlights the key takeaways from our research about how brands can connect better with their consumers. With our cutting-edge digital analytics <hyperlink: https://www.kantar.com/north-america/expertise/analytics/innovation-analytics), we help our clients use digital data to uncover what others cannot. We look in the right place, at the right time, with the right human and artificial intelligence - to help with product development, detecting consumer needs, forecasting trends, and optimizing digital performance.
For more insights and to explore how these trends can benefit your business, contact your local Kantar team or get in touch with our experts:
Ranjana Gupta
Director, South Asia, Insights Division, Kantar
ranjana.gupta@kantar.com
Sherin Linda Hephzibah D
Account Director – Innovation, India, Insights Division, Kantar
sherinlindahephzibah.d@kantar.com