Over 40 per cent of consumers have ranked taste among the top three factors when selecting food items
As consumer priorities pivot towards health, technology and sustainability, a report has revealed that 84 per cent of Indian consumers seek safer, healthier food choices. PwC India noted that the taste of the product dictates which food items consumers are going to buy.
The report emphasised that 40 per cent of consumers ranked taste among the top three factors when selecting food items, while 39 per cent ranked price and 38 per cent listed high nutritional value as their top three decision-making factors. 84 per cent of consumers surveyed were extremely or very concerned about food safety, it noted.
“With the openness to generative artificial intelligence (Gen AI) and healthcare apps, we are 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,” highlighted Ravi Kapoor, Partner and Leader, Retail and Consumer sector, PwC India.
Economic Resilience and Convenience
PwC India, in its Voice of the Consumer 2025: India perspective survey report, pointed out that 63 per cent of 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 as over 70 per cent of consumers use supermarkets, 60 per cent utilise local retailers, and 55 per cent turn to digital delivery platforms.
Tradition remains significant as 74 per cent of consumers state that their food choices are strongly rooted in cultural heritage and longstanding traditions. Consumers also expressed concerns over ultra-processed foods, pesticide use, and the levels of additives and preservatives in food, as per the survey.
Health benefits, including higher nutritional value, were in fact cited by consumers as the primary driver for switching brands, followed by better taste and better value for money. Interestingly, half of the consumers believe that food producers and manufacturers are responsible for incentivising healthy and nutritious eating, it noted.
Technological Growth In Wellness
The growing use of healthcare apps and wearable technology reflects a tech-savvy community where 80 per cent 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. More than 70 per cent of consumers have used supermarkets for grocery shopping in the last year, 60 per cent have used local retailers and 55 per cent have used an on-demand grocery delivery platform.
In India, 60 per cent of consumers are open to using Gen AI to create personalised diet plans and 56 per cent are open to using it for meal planning, the report added. On the dining front, with the implementation of the Goods and Services Tax (GST) reforms, dining out is set to become more pocket-friendly. The GST on restaurant meals has been standardised at 5 per cent, a reduction from the previous tiered rates of 12 to 18 per cent, which varied by restaurant category.
Preference For Sustainable Packaging
PwC India explained that 92 per cent of consumers said they were worried about climate change, with almost 47 per cent admitting to worrying daily. Reducing their personal food waste and cutting down on personal consumption were the most common actions taken by consumers to cut down their impact on climate change.
Further, 49 per cent of consumers said they avoided buying products that were produced in a way that was harmful to the environment, while 49 per cent said they preferred foods with sustainable packaging. Indian consumers seem to be more environmentally conscious than their global counterparts, with 73 per cent of them expressing their willingness to pay more to support environmental sustainability in food production.
