Health and wellness in India are undergoing a seismic shift, moving away from vague notions of “staying healthy” towards precise, measurable, and function-first results. Kantar’s latest Health and Wellness in India report, drawing from Google’s 2024 search data, paints a clear picture of a nation that is becoming increasingly intentional about its well-being. The focus is no longer just on looking good or feeling fit — it is about measurable outcomes, personalised routines, and proven solutions that deliver real results.
From nutrients and supplements to gut health, sleep, skin care, and even alternative therapies, Indians are embracing a far more informed and proactive approach to self-care. The report highlights how consumer curiosity is now being driven by specific needs. Vitamin B12 alone saw 2.7 million searches, with a surge in people looking for B12-rich foods. Interest in sensitive skin solutions climbed 30 percent, while walking and low-intensity workouts — once overshadowed by high-intensity fitness trends — have made a comeback, with searches for brisk walking, walking shoes, and even walking pads gaining traction.
Some of the most dramatic spikes are in medical-grade and science-backed solutions. Interest in weight-loss medications like Ozempic rose by 216 percent and Zepbound by an astonishing 943 percent. Cortisol, the stress hormone, saw a 59 percent surge in searches, reflecting a growing awareness of the mind-body connection. Women’s health is also in sharp focus, with topics like follicular phase mood up 357 percent, showing that cycle-based wellness is gaining mainstream attention.
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Gut health remains a core area of interest, with bloating and acidity consistently trending, while melatonin searches climbed 27 percent as more people sought sleep improvement solutions. Sugar-free alternatives are now a daily choice for many, with 7.4 million searches showing a clear shift towards lifestyle-driven health decisions.
Interestingly, this modern health movement is not leaving traditional systems behind. Ayurveda, homeopathy, and adaptogens are being reimagined through the lens of science and precision health tools. Searches for homeopathy near me are up 48 percent, proving that Indians are open to blending the old with the new. This hybrid approach allows for the familiarity of traditional remedies while benefiting from evidence-based advancements.
Kantar’s analysis outlines a future where wellness in India is guided by five powerful shifts. Function-first wellness is taking over, where every product and practice is evaluated for tangible results. Science-framed self-care is rising, with clinical protocols, cognitive boosters, and hormonal tracking becoming part of daily routines. Inner health is being recognised as the foundation of beauty, mood, and longevity. Daily systems and cycle care are becoming tech-enabled and deeply personalised. Finally, natural systems with modern applications are creating a balanced, holistic wellness culture that caters to both body and mind.
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This is not just a trend — it is a cultural evolution. Indians are increasingly demanding transparency, authenticity, and efficacy from their wellness choices. They want solutions that are rooted in science yet resonate with tradition, that are personalised yet universally accessible, and that deliver measurable benefits without sacrificing the joy of self-care.
For brands and marketers, this is a moment of opportunity. The next big health innovation in India will be the one that bridges science with culture, offers results that can be seen and felt, and empowers consumers to take ownership of their well-being in a way that is sustainable, relatable, and deeply personal.
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