Consumers continue to rewrite the rules – and their searches reveal a roadmap for tomorrow’s opportunities. In 2024, the need to soothe and secure[1] emerged as a pivotal consumer need, driven by a desire for comfort amidst uncertainty, and to protect what matters most – finances, health, or traditions. To understand how these needs evolved throughout the year, we tapped into 3billion+ average monthly search data globally over a 5-year time span. This exploration has unveiled key trends that reveal shifts in priorities and emerging opportunities for innovation.
What’s clear in today’s world, is that consumers seek products that not only cater to their physical health but also provide emotional reassurance and stability. Innovation in nutrition, health monitoring, and sustainable sourcing can meet these needs by offering solutions that soothe anxieties around health and wellbeing, environmental impact, and economic security
Personalised health solutions for reassurance and control
Consumers want to feel secure about their health choices, seeking tools that offer personalised insights and predictability in their health and wellbeing. Searches for ‘wearable blood glucose monitor, continuous glucose monitoring’ devices continue to grow +11% YoY, reflecting the evolution of interest in real-time health tracking.
Innovation Opportunity: Integrate continuous glucose monitoring (CGM) and micronutrient testing into dietary guidance platforms to empower consumers with personalised, real-time feedback on how food choices impact their health, fostering a real sense of ownership and control over well-being.
Regenerative agriculture as a source of environmental comfort
Growing anxiety around environmental degradation has driven consumers to seek products that positively impact the planet, providing peace of mind through responsible consumption. Search for ‘regenerative agriculture’ yields close to 250k average monthly searches, with additional specific interest in ‘regenerative beef, regenerative eggs.’ This reflects a growing demand for eco-friendly products.
Innovation Opportunity: Build a line of products backed by regenerative agriculture practices, offering transparency in sourcing and measurable impacts on soil health and carbon sequestration. Highlighting these practices can reassure consumers that their purchases benefit the environment, fostering a deeper sense of comfort and contribution to a greater cause.
Low-glycemic and blood sugar-friendly products for consistent energy and mood
As consumer understanding of the science behind food and its impact on wellbeing deepens, many are looking to avoid the energy crashes and mood fluctuations associated with high sugar in-take. Instead, many are seeking foods that support stable energy and balanced blood sugar levels.
Searches for glycemic index average 5m per month globally growing steadily at 3% YoY. Related search queries like ‘slow carbohydrates, glycemic index food chart, low GI foods’ reflect the significant consumer interest in managing blood sugar levels through food choices.
Innovation Opportunity: Launch a line of low-glycemic, blood sugar-friendly products, including snacks, meal kits, and beverages, that help maintain consistent energy levels and mood. These options can support consumers’ physical balance, reducing anxieties around energy dips and create emotional reassurance through stable dietary habits.
Female-centric innovation in health and wellness
As consumers increasingly recognise and celebrate the distinct needs of the female body, there is a demand for products that respect and address these unique requirements. This shift reflects a holistic approach to women’s wellness: one that is both personalised and deeply rooted in an understanding of female physiology and life experiences. Search data reveals how female consumers are increasingly seeking insights and products that respect and respond to the distinct requirements of their body, encouraging a new era of personalised, female-focused innovation (lion’s mane / maca / spirulina benefits for women, body fat percentage women, BMI women/ celiac symptoms for women, calorie deficit for women, probiotics for women).
Innovation Opportunity: Empower women through personalised tools and resources to understand and manage their health with precision and confidence. Promote inclusivity through tailored solutions that validate and celebrate the complexity of female physiology, moving beyond a one-size-fits-all approach. Foster trust by focusing on natural, safe, and scientifically backed solutions, creating an ecosystem that builds credibility with women.
Targeted micronutrient supplements to provide reassurance in health maintenance
With growing awareness of potential nutrient deficiencies, consumers are looking for convenient ways to ensure their bodies have what they need, while helping to ease health-related concerns. There is significant interest in ‘micronutrient test, micronutrient supplement, micronutrient C plus capsules’, reflecting the demand for tailored health solutions and supplements.
Innovation Opportunity: Offer goal-specific micronutrient supplements that provide targeted support. These supplements could feature clear messaging about their benefits, providing emotional reassurance that consumers are meeting essential nutritional needs, especially in times of high stress.
These shifts collectively mark a pivotal shift in consumer needs and are set to shape the future of innovation. For brands, this presents a dual opportunity to respond to trends and lead with purpose - designing solutions that empower consumers, nurture the planet, and deliver meaningful impact. By embracing these insights, brands can stay ahead of the curve and foster deeper, lasting connections with tomorrow’s consumers.
Get in touch today to unlock the future of consumer-driven opportunities and turn emerging trends into actionable innovation with Kantar's TrendEvaluate – deciphering real-time consumer intent to help brands stay ahead, not just keep up.
[1] Global Monitor 2024 Outlook
