The report, part of a global survey covering 21,075 consumers across 28 countries, indicates that Indian shoppers are becoming increasingly health-conscious, tech-savvy, and environmentally aware.
A staggering 84% of Indian consumers consider food safety and health a top priority, according to PwC India’s newly released Voice of the Consumer 2025: India perspective report. The study, based on responses from over 1,000 Indian participants, highlights a sharp pivot in consumer preferences towards nutrition, technology-enabled wellness, and sustainability, signalling a transformative shift in the Indian food industry.
The report, part of a global survey covering 21,075 consumers across 28 countries, indicates that Indian shoppers are becoming increasingly health-conscious, tech-savvy, and environmentally aware. It also outlines how affordability concerns and cultural heritage continue to shape food choices in India.
“Consumers are embracing local produce, digital grocery platforms, and wellness technologies,” said Ravi Kapoor, Partner and Leader – Retail and Consumer Sector, PwC India. “With openness to GenAI and healthcare apps, we’re entering an era of personalised wellness. This creates real opportunities for brands to tap into tech-driven growth.”
Health and safety take centre stage: 84% of Indian respondents value food safety, urging brands to adopt transparent practices such as clean labelling and credible certifications.
Cost and convenience matter: 63% are concerned about rising food prices, leading them to adopt cost-saving strategies like bulk buying and shopping across multiple outlets. Over 70% use supermarkets, 60% visit local retailers, and 55% rely on digital delivery platforms.
Cultural roots remain strong: 74% said their food preferences are deeply rooted in tradition and cultural values.
Tech-integrated wellness rises: 80% of consumers are actively using wearable health tech and apps, with growing interest in AI-powered personalised diets.
Sustainability drives decisions: Nearly half the consumers prefer sustainable packaging, and 73% are willing to pay more for environmentally responsible food products.
Despite ongoing challenges including supply chain disruptions and income uncertainties, PwC notes that this evolving landscape offers "compelling opportunities" for brands that can balance health, innovation, and trust.
Conducted in early 2025, PwC’s Voice of the Consumer study surveyed over 21,000 individuals globally, including 1,031 Indian consumers. The participants were diverse in age, employment status, and geography, offering a comprehensive view of shifting food consumption trends in India.
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