Health and Wellness in India: Foresighting India trends

The health and wellness landscape in India is undergoing a remarkable transformation.

Kantar’s comprehensive report on Health and Wellness in India unveils the dynamic shifts in consumer behaviours and preferences, drawing insights from 2024 Google search data.

The report offers invaluable insights for brand and marketing leaders, providing a deep dive into the evolving health and wellness landscape in India. Stay ahead of the curve and understand the trends that are driving consumer preferences and shaping the future of the sector.

Download the report

The 5 Key Trends that emerge

01

FUNCTION-FIRST WELLNESS

The Chase For Visible
Outcomes

26.6M | +39%

Consumers are pursuing goal-driven health—across skincare, weight, and workouts. Wellness today is measured, optimized, and outcome-based.

02

SCIENCE-FRAMED SELF-CARE

Clinical & Conscious Betterment

14.6M | +13%

From GLP-1 weight loss drugs to cognitive supplements and hormonal tracking, health is being approached like a protocol, not a preference.

03

INNER HEALTH = OUTER POWER

Transformations from the Inside Out

14.5M | +15%

People are linking nutrition, gut, and immunity to beauty, weight, mood and even long-term aging. Wellness begins within—and radiates outward.

04

DAILY SYSTEMS & CYCLE CARE

Regulating through Routines

9.9M | +9%

Whether it's syncing to cycles, tracking hydration, or sticking to morning rituals, health is becoming habitual, rhythmic, and tech-assisted.

05

NATURAL SYSTEMS, MODERN LENSES

Reinterpretation of Tradition through science

8.7M | +17%

From Ayurveda and adaptogens to detox teas and biohacks, natural care is undergoing modern relabelling—precision meets plants

Download the infographic

Download using the form above

Some potential challenges that marketers need to navigate in 2025

1. Navigating Consumer Expectations: As consumers become more informed and proactive about their health, they will demand more personalized, science-backed, and transparent products and services. Marketers will need to ensure that their offerings meet these high expectations and provide clear, functional benefits.

2. Balancing Tradition and Modernity: Integrating traditional wellness practices with modern science can be challenging. Marketers will need to find ways to effectively blend ancient practices like Ayurveda with contemporary health solutions to appeal to a diverse consumer base.

3. Addressing Diverse Health Needs: The health and wellness landscape is broad, covering areas such as physical fitness, cognitive health, skin health, and weight management. Marketers will need to develop targeted strategies for each segment while maintaining a cohesive brand message.

4. Leveraging Technology and Data: With the rise of digital tools, wearables, and personalized coaching, marketers will need to harness technology and data to enhance consumer engagement and provide tailored health solutions. This requires significant investment in technology and data analytics.

5. Building Trust and Credibility: As consumers seek more information about their health, they will look for brands that offer credible, science-backed products and services. Marketers will need to build trust through transparency, education, and evidence-based marketing.

These challenges highlight the need for marketers to stay agile, innovative, and consumer-focused in the evolving health and wellness landscape.

Methodology

The Health & Wellness report, based on Kantar’s ‘India in Search’ report, is a deep dive into this sector. The report analysed over 110 validated Google Search Topics relevant to health and wellness. Using Kantar’s proprietary tool, these topics were categorized, and the data was analysed to generate insights. The emerging trends were then reported to provide a comprehensive overview of India's search behaviours in the past year. The two metrices – Volume and Growth, were measured as the average monthly searches in 2024 and as the increase in searches from 2023 to 2024, respectively.

Covering 15 key topics, 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.

To get a visual overview of India's search behaviour around Health and Wellness area and the dynamic shifts across 15 topics, download the infographic above.

Take Action Now: Leverage these insights to refine your marketing strategies and innovate your product offerings to connect with the evolving needs of your consumers.

Get in touch to explore how these trends can benefit your business. We would love to share more of our findings and talk further to help you lead the way in the health and wellness revolution.