You can use tableHTML for that:
library(tableHTML)
The mtcars dataset is use throughout this answer:
Create a tableHTML object using the tableHTML() function. Then apply conditional css, if the column (in this case the rownames, i.e. index 0) contains a specific word. The css that is applied is simply highlighting the background using yellow:
mtcars %>% 
  tableHTML() %>% 
  add_css_conditional_column(columns = 0,
                             conditional = "contains",
                             value = "Toyota",
                             css = list(c("background-color"),
                                        c("yellow")))
The result is:

In case of many words that should be matched, you can create a vector of words:  
words <- c("Merc", "Fiat", "Honda")
Create the basic tableHTML object:
tableHTML <- mtcars %>% 
  tableHTML() 
And apply the css word for word using a loop:
for (word in words) {
  tableHTML <- tableHTML %>% 
    add_css_conditional_column(columns = 0,
                               conditional = "contains",
                               value = word,
                               css = list(c("background-color"),
                                          c("yellow")))
}
The result is:

If you only want to highlight a certain substring, you could modify the data and include a span around the substring and apply css there.
library(magrittr) # for the %<>% pipe
rownames(mtcars) %<>% 
  stringr::str_replace_all(c('Merc' = '<span style="background-color:yellow">Merc</span>',
                  'Fiat' = '<span style="background-color:yellow">Fiat</span>',
                  'Honda' = '<span style="background-color:yellow">Honda</span>'))
mtcars %>% 
  tableHTML()
The result is:
