Since COVID-19 began, we’ve heard from our retail and brand manufacturing partners that they’re hungry for more insights on how consumer interests are changing, given fluctuations in consumer demand. We see these changes reflected in how people are searching on Google. Last month, there were spikes in search interest for household supplies and jigsaw puzzles as people spent more time at home. This month we’ve seen surging interest for sewing machines and baking materials in the U.S., and tetherball sets and chalk in the United Kingdom and Australia.
Businesses are using a variety of resources to understand changing consumer interests—including Google Trends, social listening, surveys, and their own data—in order to help make decisions on the fly. But if they don’t know what to look for, there isn’t an easy way to understand which product categories are gaining in popularity, and might pose an opportunity.
That’s why we’re launching a rising retail categories tool on Think with Google. It surfaces fast-growing, product-related categories in Google Search, the locations where they’re growing, and the queries associated with them. This is the first time we’ve provided this type of insight on the product categories that people are searching for.