Convenience, safety score big in consumers’ food purchase decisions

According to the PwC survey report, over 70% of consumers use supermarkets, 60% utilise local retailers, and 55% turn to digital delivery platforms for their food shopping. Also, with 84% of consumers in India highlighting food safety as a vital driver, brands must respond with a clear communication of product benefits, says the report.  

PwC India has announced the release of its ‘Voice of the Consumer 2025: India perspective’ report, which offers some insights that could shape the way food brands can engage their customers and position themselves, besides the way they manufacture their products of course.

Positioned as a “value recipe for the Indian food industry”, the report is based on a survey of over 21,000 participants across 28 countries, including 1,031 participants from India.

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 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 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.