Trends Library: We analyse google trends for significant and emerging trends in the health, wellbeing and fitness industry. We curate trends that are both growing and declining. Google Trends calculates the search interest of a term as a proportion of all searches on Google over time and location. This raw search interest is then scaled on a range of 0 to 100, based on the term’s proportionate popularity to its peak popularity. A value of 100 is the peak popularity of the term, whereas a value of 50 indicates that the term was half as popular. Our data in the trends library is based on the last 6 years of trend data for global, UK and USA locations (unless specified otherwise). For more information on how google trends calculates it’s data click here.

Trend Signals: While trends for relative search interest can show you what trends, topics or brands are emerging or declining it doesn’t necessarily provide  context behind the trend. For example, it does not show search volume data or it doesn’t explain the reasons behind the trends or the intent of the searchers. Our signals section is where we provide expert narrative and also provide additional data that adds context such as search volume data, social media data or any other data that provides a clearer understanding of the causes and factors behind the trend. Any surprising or significant trend identified in our curated library that warrants further analysis, commentary and insight will be covered in Trend Signals.

Trends Trackers: In the Health, Wellness and Fitness industry many trends can be short-lived or come in waves such as diet fads. It is also a competitive and dynamic industry with consumer perceptions changing all of the time. We track key topics where trends can be tracked over-time but also compare against various factors such as seasonality, comparing sub-topics and competition or differences in location. We analyse data using data sources such as google trends, search volume data and other publicly available sources appropriate to the topic.

Trends reports: Our reports are our own expert perspective and analysis delivered in interactive presentation reports. It is a round-up of key trends or topics in a given time period or it may include a deep-dive into a sub sector of the industry. Our reports delve extensively into online search patterns, offering search volume data and an analysis of online search queries. This provides a comprehensive view of current demand trends. In today’s digital age, individuals often consult the internet for health and wellness related decisions, making it essential to decipher their online search behaviour to uncover valuable market insights. When combined with our broader industry expertise, this search data allows our reports to provide a concise overview of the current landscape within key sectors. We may also add data from other public sources to supplement our thoughts, perspective and analysis.