Digital Demand Tracker: What brands and sectors are being searched for this week?

A look at the companies and sectors receiving the largest growth in online searches, and the reasons why.

Performance Marketing World, in partnership with MediaVision, brings you our regular Digital Demand Tracker - a source of data around search trends online.

Here’s what the data shows for the week commencing 28th June 2021… 

Market Demand by Sector

Sector

Change (YOY)

Beauty

-22.16%

Fashion

+5.41%

Homeware

-17%

Property

-4%

Supermarkets

-19%

Tech and Goods

-26%

Unsurprisingly, with wedding season upon us, confidence restoring and government restrictions easing the key trend is an uplift in ‘going out’ - seen in both Beauty and Fashion. Beauty has seen huge increases in Nails with Acrylic Nails (+98%). Going out dresses are up 370% year-on-year and generally the whole dresses category has seen a resurgence over the past four weeks. Further fashion increases are Festival Outfits(+252%) and Graduation Dress (+732%).

Brand Demand by Sector

Sector

Change (YOY)

Beauty

-26.13%

Fashion

-11.84%

Homeware

-34%

Property

+9%

Supermarkets

-15%

Tech and Goods

-21%

With the Fashion and Beauty sectors on the rise, so are brands within this space. However, the real winners in the Beauty space are Lookfantastic (+40%), The Perfume Shop (+52%) and Avon (+15%). While the Fashion brands seeing an increase this week include Next (+14%), Miss Pap (+214%) and JD Sports(+17%).

Property brands also showed significant growth in searches. This was fueled by increases in the searches for Rightmove and Zoopla but we are also seeing good growth for Carter Jonas (+170%), Foxtons (+36%)  and Strutt & Parker (+193%). 

Louis Venter, CEO of MediaVision and creator of the Digital Demand Tracker says: “Within the property sector there is good growth in Student Accommodation (+95%) both countrywide and locally as well as growth in houses for sale as the trend for more outside space continues. 

“On the topic of gardens, paddling pools are up 126% and hot tubs up 28% as people continue to invest in their outside spaces.”

All data has been sourced from MediaVision’s Digital Demand Tracker, which can be found here.


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