Kantar decodes India’s changing mindset through evolving search habits

Consumer behaviour in India is evolving rapidly, and according to Kantar’s latest India in Search report, the country’s search habits are offering a revealing glimpse into how people think, shop, and live today. The 2026 edition of the report examines search data trends to understand the cultural and behavioural shifts shaping modern Indian consumers.

At its core, the report suggests one key insight: Indian consumers are becoming more thoughtful, more intentional, and significantly more research-driven in their decisions. The days of quick and impulsive buying are slowly giving way to longer, more considered decision-making journeys where consumers spend time researching, comparing, and evaluating before making purchases.

This shift reflects a broader change in mindset. Today’s consumers no longer move in a straight line from awareness to purchase. Instead, they explore multiple touchpoints, gather more information, and consider how products align with their needs, values, and lifestyle preferences.

One of the strongest themes in the report is the growing influence of younger consumers, particularly Gen Z. This generation is increasingly shaping market demand by pushing brands toward more personalized, digital-first, and experience-led offerings. Whether in shopping, entertainment, or lifestyle, younger Indians expect brands to feel tailored, relatable, and highly relevant.

The report also points to changing expectations in the beauty, food, and health sectors. In beauty, consumers are looking beyond aesthetics and seeking products backed by ingredients, science, and visible results. In food, convenience still matters, but experimentation and novelty are becoming equally important. Consumers want meals and snacks that are not just quick, but also exciting and unique.

Health and wellness searches reveal another important trend. More consumers are focusing on preventive care, holistic wellness, and long-term health management. Instead of reacting only when issues arise, people are proactively searching for ways to improve their well-being before problems occur.

Artificial intelligence is another standout category in the report. Search interest around AI tools and technologies has surged significantly, showing that Indians are increasingly exploring how AI can fit into everyday life. From content creation to productivity tools, consumers are no longer viewing AI as futuristic technology but as a practical and useful part of daily routines.

Interestingly, the report also highlights how technology is beginning to influence spirituality. Search patterns indicate rising curiosity around digital and tech-enabled religious experiences, including virtual participation, online faith communities, and AI-powered spiritual tools. It reflects how even deeply traditional practices are adapting to digital convenience.

Another major insight is the growing concern around digital safety, especially for children. Searches related to parental controls, online monitoring, and internet safety tools are increasing, suggesting that families are becoming more aware of the challenges of digital exposure. As technology becomes more integrated into daily life, so do concerns about using it responsibly.

The report also notes a shift in attitudes toward ageing. Consumers in middle age and beyond are increasingly searching for fitness, health, and lifestyle solutions that help them stay active and independent. Ageing is no longer viewed passively. More people are actively trying to maintain vitality and control over their long-term health.

Outside the digital space, Kantar found a growing appetite for real-world experiences. Consumers are increasingly interested in hobbies, live events, social gatherings, and activities that provide tangible and emotional fulfillment. This suggests that while digital engagement is growing, people are also craving meaningful offline experiences.

Work culture is changing too. Searches around burnout, flexible working, upskilling, and career shifts indicate that professionals are rethinking their priorities. Traditional career goals are evolving as more people place value on work-life balance, mental health, and purpose-driven employment.

For marketers and businesses, the report sends a clear message. The Indian consumer is becoming more informed, emotionally aware, and selective. Brands can no longer rely solely on visibility or pricing. They must offer relevance, authenticity, and genuine value.

Ultimately, Kantar’s India in Search report offers more than trend analysis. It presents a deeper look into the mindset of a changing nation, one that is balancing technology with tradition, convenience with caution, and ambition with wellbeing.

And if search habits truly reflect society’s priorities, India’s consumers are becoming more mindful than ever before.