Indian Consumers Prioritize Safer, Healthier Food Choices
Mumbai: A recent survey by PwC India, titled “Voice of the Consumer 2025: India perspective,” reveals that 84% of Indian consumers are seeking safer and healthier food choices. The survey, which engaged over 1,031 participants from India, highlights the growing importance of health, technology, and sustainability in the food industry.
Key Drivers of Consumer Choice
According to the survey, 29% of consumers cited “health benefits” among the top three reasons they would switch brands, while 21% identified it as the key driver behind their decision. Food safety is a vital driver, with 84% of consumers highlighting its importance. Brands must respond with a commitment to transparency through clean labeling, credible certifications, and clear communication of product benefits.
Economic Resilience and Convenience
The survey also found that 63% of respondents are concerned about food costs and are adapting their shopping habits to maximize savings. Convenience plays a significant role, with over 70% of consumers using supermarkets, 60% utilizing local retailers, and 55% turning to digital delivery platforms.
Technological Growth in Wellness
The growing use of healthcare apps and wearable technology reflects a tech-savvy community, with 80% of consumers actively integrating these tools into their daily routines. Their openness to AI-driven personalized 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.
Conclusion
The survey highlights that consumers are prioritizing nutrition, affordability, and sustainability, embracing local produce, digital grocery platforms, and wellness technologies. According to Ravi Kapoor, Partner and Leader – Retail and Consumer sector, PwC India, “With health, technology, and sustainability leading the charge, brands now have the momentum to adapt and thrive.”
