Indian households are becoming more cautious with grocery spending, with 63% of consumers worried about rising food prices. Yet, affordability is no longer the sole driver—food safety and health are shaping choices, with 84% prioritising safety and nearly a third willing to switch brands for healthier options, according to PwC India’s Voice of the Consumer 2025 survey.
Indian households are becoming more cautious with their grocery spending. PwC India’s Voice of the Consumer 2025 survey reveals that 63% of consumers are worried about rising food prices and are changing their shopping habits to make ends meet—switching between stores, seeking out discounts, and purchasing in bulk to maximise value.
Yet, price alone isn’t steering choices. The survey highlights that food safety and health are emerging as powerful factors in consumer decision-making. An overwhelming 84% of respondents said food safety is their top priority, compelling brands to adopt greater transparency through clean labelling, credible certifications, and clear communication of product information.
Health considerations are also reshaping loyalty. Nearly 30% of respondents indicated they would willingly switch brands if offered a healthier alternative, signalling that nutrition is no longer a niche preference but a mainstream demand. To stay competitive, brands must highlight their health credentials clearly and align pricing strategies accordingly. At the same time, investing in nutrient-rich innovation can unlock opportunities for cross-industry collaborations and help capture emerging value in this evolving segment.
Technology, tradition, and the wellness shift
The most common applications of digital health tools—such as exercise tracking, dieting, weight management, and healthy eating—are increasingly expanding into areas like mental health and sleep monitoring. A majority of users reported changes in their daily habits as a result of these technologies, with nearly half experiencing significant lifestyle transformations.
Interestingly, even as households tighten budgets, both technology and tradition are influencing how Indians eat. Nearly 80% of consumers now use healthcare apps or wearable devices, with many open to AI-driven personalised diet plans. At the same time, 74% continue to value cultural food practices and traditional dietary habits, reflecting how modern innovations coexist alongside long-standing culinary heritage.
Tech-savvy consumers are also redefining their home food experiences by leveraging GenAI to advance their health and wellness journeys. Popular areas of interest include personalised diet recommendations, customised training regimes based on vital statistics, and AI-powered meal planning and menu suggestions. This signals a growing preference for proactive, tech-enabled precision wellness solutions.
For brands in the nutrition, health, and technology space, the opportunity lies in integrating seamlessly with digital platforms and offering personalised solutions tailored to individual health goals and lifestyle choices. Such integration can drive engagement, build trust, and strengthen consumer loyalty. A notable example is a digital health and wellness company partnering with an on-demand grocery delivery platform to let users directly order meals aligned with dietary advice from its AI coach. This initiative, available to premium subscribers, demonstrates an omnichannel approach that blends nutritional guidance with on-demand convenience.
Sustainability as a decision-maker
Sustainability is becoming a defining factor too. Nearly half of consumers prefer eco-friendly packaging, while 73% say they are willing to pay a premium if it supports healthier land and farming practices. This shift signals that green credentials are no longer optional marketing buzzwords but genuine decision-making factors influencing purchase behaviour.
PwC India’s Ravi Kapoor observed that consumers today are increasingly focused on nutrition, affordability, and sustainability, while also embracing local produce, digital grocery platforms, and wellness technologies. He noted that with rising openness toward GenAI and healthcare applications, India is entering an era of personalised wellness—one that offers brands new opportunities to leverage tech-driven solutions for growth.
Ultimately, the survey underlines the delicate balancing act facing India’s food industry. While consumers are grappling with price pressures and income uncertainty, they are simultaneously demanding healthier, more transparent, tech-enabled, and environmentally responsible options. For brands, this duality represents both a challenge and a chance: those that can evolve with these shifting preferences will thrive, while others risk losing relevance in an increasingly discerning market.
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FAQs
1. What are the major food trends in India for 2025?
Key trends include: affordability & cost-conscious grocery shopping, food safety, health and wellness, sustainability, adoption of digital tools & tech (wearables, apps, AI), and continued appreciation for cultural/traditional foods.
2. Why are Indian consumers so worried about rising food prices?
According to PwC’s Voice of the Consumer 2025 survey, 63% of respondents are concerned about food costs. Inflation / rising prices are making people change shopping habits—discount seeking, buying in bulk, switching stores—to manage their expenses.
3. How important is food safety to consumers in India?
Very important. About 84% of consumers rank food safety as a top priority, demanding clean labelling, credible certifications, and clarity in product information.
4. Are people willing to pay more for healthier or sustainable food options?
Yes. The survey shows a significant fraction are willing to shift to healthier alternatives (nearly 30%) and a large portion are prepared to pay extra for sustainable/farm-friendly or eco-friendly packaging and practices.
5. How is technology influencing food and grocery trends?
Technology is playing a growing role: ~80% of consumers use healthcare apps or wearables. There is increasing openness to AI-driven personalised diet plans or wellness tools.
