As consumer priorities pivot towards health, technology and sustainability, the survey looks at how consumer preferences are changing and what brands need to do to position themselves better.

Ravi Kapoor, Partner and Leader – Retail and Consumer sector, PwC India, commented, “Our 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. With health, technology and sustainability leading the charge, brands now have the momentum to adapt and thrive.”

The food industry is navigating dual pressures: intensifying supply chain constraints and rapidly evolving consumer demands for healthier, tech-integrated choices. These challenges are compounded by consumer uncertainty around income growth and squeezed savings, while brands contend with fierce competition and market volatility. Yet this evolving landscape also presents compelling opportunities.

The key highlights from the survey are as follows:

• Prioritising health and safety: With 84% of consumers in India highlighting food safety as a vital driver, brands must respond with a commitment to transparency through clean labelling, credible certifications, and clear communication of product benefits.
• Economic resilience and convenience: 63% of our respondents are concerned about food costs, and they are adapting their shopping habits to maximise savings by shopping across multiple stores and discount outlets and buying in bulk. Convenience also plays a role – over 70% of consumers use supermarkets, 60% utilise local retailers, and 55% turn to digital delivery platforms.
• Cultural influence on choices: Tradition remains significant as 74% of consumers state that their food choices are strongly rooted in cultural heritage and longstanding traditions.
• Technological growth in wellness: The growing use of healthcare apps and wearable technology reflects a tech-savvy community where 80% of consumers are actively integrating these tools into their daily routines. Their openness to AI-driven personalised diets points to promising avenues for future innovation in wellness.
• Sustainability in focus: Almost half of the consumers choose sustainable packaging options, with 73% willing to pay more for their food to support and improve the health of the land. This underscores the environmental consciousness among Indian consumers.

About the survey

In January and February 2025, PwC surveyed 21,075 consumers across 28 countries and territories, including 1,031 respondents from India.

The respondents were at least 18 years old and were asked about a range of topics relating to consumer food consumption and trends, including grocery shopping and food choices, the future of health, emerging technology, and climate and sustainability issues.

Interviews with industry executives took place in May 2025.

PwC Research, PwC’s global centre of excellence for market research and insight, conducted this survey. The survey of 1,031 Indian consumers included different age groups and represented working and non-working populations.

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