PwC’s Voice of the Consumer 2025 survey shows how changing preferences are spurring innovation in the global food system.
62%
of consumers are concerned about the health risks linked to ultra-processed foods
5%
of consumers report using GLP-1 weight-loss pharmaceuticals
38%
of respondents shop for food outside traditional channels
70%
of consumers now use healthcare apps or wearable technologies
47%
of consumers are comfortable using GenAI for meal planning
In PwC’s Voice of the Consumer 2025 survey on the food industry, nearly two-thirds of respondents said they are “extremely” or “very” concerned about the health risks associated with ultra-processed foods. A similar proportion are concerned about the use of pesticides in food production. These attitudes are most pronounced among younger generations, particularly millennials. This should be a cautionary signal to industry leaders, prompting them to achieve a delicate balance between healthier, cleaner and less-processed formulations that enhance product quality without sacrificing taste. Companies can also sponsor initiatives that encourage healthier lifestyles and make health and nutrition the focus of marketing.
62%
of consumers are concerned about the health risks linked to ultra-processed foods
The use of GLP-1 medications is spreading—a shift that could impact overall sales growth in the food industry. Although only 5% of respondents are using these products, a majority within this group report spending less on food and eating smaller portions. As a result, food manufacturers may need to target them more strategically. One possibility is to develop premium offerings for niche segments—new formulations at higher prices aimed at consumers who lead diet and nutrition trends, including GLP-1 users who are buying and eating less food but may be willing to spend more for higher-end variants. Companies can also offer a wider range of portion sizes, focus on lower-calorie and health-specific products and provide offerings targeted to consumers with specific health requirements.
5%
of consumers report using GLP-1 weight-loss pharmaceuticals
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Although in-store visits to supermarkets continue to dominate, with 62% of respondents saying they shop at these stores at least weekly, other channels now also command a significant share of the market. Thirty percent of respondents use subscription services, meal-kit deliveries or shop for groceries online at least weekly. These behaviours are especially prevalent among younger generations, urban dwellers and people who are financially secure. In response, companies should invest in strong market sensing and data analytics, going beyond merely tracking behaviour to anticipate customers’ preferences, purchase patterns and demand for convenience and affordability. In addition, companies can innovate delivery formats, working with service providers, logistics partners and technology solutions to meet the growing demand for seamless interactions, personalised offerings and hyper-convenient service.
38%
of respondents shop for food outside traditional channels
Tech-driven personal wellness is at the centre of a movement transforming how consumers are assessing their diet and routines. More than two-thirds of consumers now use at least one healthcare app or wearable, such as a smart ring, bracelet, watch or glucose monitor. What’s more, 90% of these users acknowledge that wearables have influenced their daily habits, with significant changes noted by more than a third (34%). To capitalise on this trend, food players can partner with innovative providers in areas such as healthcare, shopping apps and financial services. A recent PwC analysis found that the top quintile of consumer packaged goods companies (by profitability) are twice as likely to boost revenue through ecosystem collaboration than the remaining 80% of their competitors.
70%
of consumers now use healthcare apps or wearable technologies
Consumers are increasingly open to using generative AI for grocery and meal planning, reflecting a broader demand for highly personalised experiences. This trend represents a ripe opportunity to create an ecosystem that unites convenience, affordability, health and technology to cater to individual needs. Companies that can effectively combine these elements stand to benefit by offering consumers the guidance they need to shop, cook and eat well. Leading organisations are already integrating AI tools and wearables into their offerings to simplify product selection and comparison. They are also supporting AI-driven solutions to help consumers personalise their diets, including recipe ideas adapted to local cultures and taste.
47%
of consumers are comfortable using GenAI for meal planning
62%
of consumers are concerned about the health risks linked to ultra-processed foods
5%
of consumers report using GLP-1 weight-loss pharmaceuticals
47%
of consumers are comfortable using GenAI for meal planning
70%
of consumers now use healthcare apps or wearable technologies
38%
of respondents shop for food outside traditional channels
Consumers are increasingly open to using generative AI for grocery and meal planning, reflecting a broader demand for highly personalised experiences. This trend represents a ripe opportunity to create an ecosystem that unites convenience, affordability, health and technology to cater to individual needs. Companies that can effectively combine these elements stand to benefit by offering consumers the guidance they need to shop, cook and eat well. Leading organisations are already integrating AI tools and wearables into their offerings to simplify product selection and comparison. They are also supporting AI-driven solutions to help consumers personalise their diets, including recipe ideas adapted to local cultures and taste.
Tech-driven personal wellness is at the centre of a movement transforming how consumers are assessing their diet and routines. More than two-thirds of consumers now use at least one healthcare app or wearable, such as a smart ring, bracelet, watch or glucose monitor. What’s more, 90% of these users acknowledge that wearables have influenced their daily habits, with significant changes noted by more than a third (34%). To capitalise on this trend, food players can partner with innovative providers in areas such as healthcare, shopping apps and financial services. A recent PwC analysis found that the top quintile of consumer packaged goods companies (by profitability) are twice as likely to boost revenue through ecosystem collaboration than the remaining 80% of their competitors.
Although in-store visits to supermarkets continue to dominate, with 62% of respondents saying they shop at these stores at least weekly, other channels now also command a significant share of the market. Thirty percent of respondents use subscription services, meal-kit deliveries or shop for groceries online at least weekly. These behaviours are especially prevalent among younger generations, urban dwellers and people who are financially secure. In response, companies should invest in strong market sensing and data analytics, going beyond merely tracking behaviour to anticipate customers’ preferences, purchase patterns and demand for convenience and affordability. In addition, companies can innovate delivery formats, working with service providers, logistics partners and technology solutions to meet the growing demand for seamless interactions, personalised offerings and hyper-convenient service.
The use of GLP-1 medications is spreading—a shift that could impact overall sales growth in the food industry. Although only 5% of respondents are using these products, a majority within this group report spending less on food and eating smaller portions. As a result, food manufacturers may need to target them more strategically. One possibility is to develop premium offerings for niche segments—new formulations at higher prices aimed at consumers who lead diet and nutrition trends, including GLP-1 users who are buying and eating less food but may be willing to spend more for higher-end variants. Companies can also offer a wider range of portion sizes, focus on lower-calorie and health-specific products and provide offerings targeted to consumers with specific health requirements.
In PwC’s Voice of the Consumer 2025 survey on the food industry, nearly two-thirds of respondents said they are “extremely” or “very” concerned about the health risks associated with ultra-processed foods. A similar proportion are concerned about the use of pesticides in food production. These attitudes are most pronounced among younger generations, particularly millennials. This should be a cautionary signal to industry leaders, prompting them to achieve a delicate balance between healthier, cleaner and less-processed formulations that enhance product quality without sacrificing taste. Companies can also sponsor initiatives that encourage healthier lifestyles and make health and nutrition the focus of marketing.