The Market Research Society of India’s annual industry sizing report says the sector reached ₹29,008 crore in FY2025, a 10.9 per cent increase from a year ago. Beyond surveys, analytics is the largest and fastest-growing segment, accounting for nearly 60 per cent of the market; over 90 per cent of demand is driven by international clients. The segment grew by 14 per cent in FY2025, fuelled by rising adoption of predictive modelling, customer lifetime value analysis and econometrics. Custom market research saw 8 per cent growth, with specialised services such as consumer experience research gaining traction through techniques like facial coding, eye tracking and emotional response monitoring. Syndicated research grew by 6 per cent, led by manufacturing focused clients and rising outsourcing of research mandates to India-based captive centres. However, the segment continues to navigate challenges in media measurement, the report says, as traditional television metrics face pressure amid the rapid adoption of digital and streaming platforms.

The big search for beauty

India demonstrated a dual-economy consumer pattern — extreme affordability and premiumisation growing simultaneously, finds Justdial’s annual search study, ‘How India Searched in 2025’. Based on insights from millions of platform searches, beauty and fitness emerged as the most-searched vertical, as Indians transitioned from viewing fitness as a hobby to a core cultural identity. This shift was led by an explosive 60 per cent growth in cricket clubs, and 50 per cent rise in fitness centres. Healthcare was the second most searched vertical. Within this, the most striking trend was the 128 per cent surge in search for ‘Ayushman hospitals’, reflecting the universalisation of the scheme to include all senior citizens. An 88 per cent spike in ‘spine specialist’ searches signalled chronic lifestyle issues for the work-from-home generation. The report also highlights a “flexibility-first” revolution in the professional sphere, where co-working spaces saw an 84 per cent spike in searches as companies scaled up without long-term real estate debt.

Candle-lit stability in the midst of chaos

Euromonitor International’s ‘Top global consumer trends 2026’ report has several interesting forecasts and prescriptions for businesses and marketers. One attention-grabbing forecast is the growing demand for stability. The report says, “Personal safeguards are the new escapism in today’s volatile world.” Consumers are carving out calmer, balanced and values-aligned lives to cope with the chaos. Hence, businesses need to enhance wellbeing and simplicity with tools that provide comfort, control and reassurance. “Demand for natural, wholesome ingredients and interest in spiritual therapies are on the rise, signalling an integrated approach to health and happiness. At the same time, these shoppers tend to search for products or services that promote relaxation. In 2025, adult pacifiers went viral as a method to relieve stress, improve sleep or even quit smoking — exemplifying this Comfort Zone trend,” says the report. Think “botanicals like chamomile or lemongrass” or scented candles, whose global sales are set to cross $3 billion in 2026.

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Published on January 12, 2026