Even before the COVID-19 pandemic, consumer behavior was prone to shifting quickly. Now, it seems buyers’ needs are changing daily – if not hourly. If there is any place this is reflected, it is in our Google searches.
Product and purchase-related searches have been rapidly evolving as people respond to the daily updates related to the pandemic and their state’s handling of the situation. To help businesses track these changing needs and consumer behaviors, Google is launching a new tool called Rising Retail Categories.
“We’ve heard from our retail and brand manufacturing partners that they are hungry for more insights on how consumer interests are changing, given dynamic fluctuations in consumer demand,” said the company in the announcement.
“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.”
Specifically, the tool shows the biggest shifts in product-centric search categories, as well as their associated queries and the locations where the product categories are showing making the biggest waves on a weekly, monthly, or yearly basis.
The company also says “this is the first time we have provided this type of insight on the product categories that people are searching for.”
Currently, the Rising Retail Categories tool includes data for the US, UK, and Australia.
In the announcement, Google suggested a few different ways the information could be helpful for brands, including content creation, product promotion, and even the development of new products.