Kantar has released the 2026 edition of its India in Search report, offering a deep dive into evolving consumer behaviour through aggregated Google search trends. The study highlights how search is no longer a linear journey but an ongoing process of discovery, evaluation, and adaptation.
The report identifies seven key cultural trajectories, reflecting shifts across consumption, identity, work, and wellbeing. One of the most notable changes is the growing influence of Gen Z and younger audiences, who are driving demand for personalised, digital-first experiences. Categories like beauty, food, and health are seeing increased interest in efficacy, convenience, and experimentation.
Another major theme is the rise of AI in everyday life. Search trends indicate growing curiosity around generative tools and technology-enabled experiences, signalling how deeply AI is embedding itself into consumer routines. At the same time, spirituality is evolving, with more personalised and tech-driven forms of engagement emerging.
The report also points to rising concerns around digital exposure, especially for children, leading to increased searches for parental controls and online safety tools. Meanwhile, perceptions of ageing are shifting, with consumers in their 40s and beyond focusing more on fitness, independence, and long-term wellbeing.
Interestingly, there is also a renewed interest in offline and experiential activities, as people seek balance beyond screens. Work culture is another area of change, with growing conversations around burnout, flexible work, and continuous upskilling.
Overall, the findings suggest that Indian consumers are becoming more intentional, valuing control, personalisation, and meaningful experiences in their decision-making journeys.
