New Delhi: PwC India has released its PwC Voice of Consumer 2025 Survey, revealing a significant shift in consumer preferences in India, with 84% of respondents identifying food safety and healthier options as their top priorities.
The global survey engaged 21,075 consumers across 28 countries, including 1,031 participants from India, to assess how changing consumer behaviours are reshaping the food industry.
Health and Wellness Lead Consumer Choices
According to the findings, 29% of Indian consumers cited health benefits among the top three reasons to switch brands, while 21% identified it as the primary driver behind their decisions.
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Additionally, 80% of respondents reported using healthcare apps or wearable technologies, highlighting the rapid integration of personalised wellness tools into everyday life.
Affordability and Convenience Remain Key Concerns
The study found that 63% of Indian consumers are concerned about rising food costs. Shoppers are increasingly maximising savings through bulk buying, discount outlets, and multi-store shopping.
Supermarkets remain the most popular channel, used by over 70% of respondents, followed by local retailers (60%) and digital delivery platforms (55%).
Cultural and Sustainable Preferences Gain Ground
Cultural traditions continue to influence dietary choices, with 74% of consumers emphasising that their food preferences remain strongly rooted in heritage.
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Sustainability is also becoming central to consumer behaviour – nearly half of Indian respondents prefer eco-friendly packaging, and 73% said they are willing to pay more for food products that promote environmental health.
Technology Driving the Future of Wellness – PwC Voice of Consumer 2025 Survey
The growing adoption of AI-driven personalised diets and health apps signals a shift toward technology-driven wellness. PwC noted that this trend provides opportunities for brands to build innovative, personalised, and sustainable offerings to meet evolving consumer demands.
Ravi Kapoor, Partner and Leader – Retail and Consumer sector, PwC India, stated, “PwC Voice of Consumer 2025 survey highlights that consumers are prioritising nutrition, affordability and sustainability – embracing local produce, digital grocery platforms and wellness technologies. With the openness to GenAI and healthcare apps, we’re entering an era of personalised wellness – creating pathways for brands to harness tech-driven solutions for enhanced growth.”
The PwC Voice of Consumer 2025 Survey was conducted by PwC Research in January–February 2025, followed by executive interviews in May 2025. The Indian sample included diverse age groups and represented both working and non-working populations.
