India’s grocery baskets are being reshaped by a mix of rising food costs, health consciousness, and sustainability concerns, according to PwC India’s Voice of the Consumer 2025 survey.
Nearly 63 percent of respondents admitted they are anxious about climbing food bills and are adjusting their shopping behaviour to cope. Bulk buying, hopping between neighbourhood stores, and aggressively seeking discounts have become common strategies for stretching household budgets.
Yet affordability is only part of the story. Food safety remains a dominant priority for 84 percent of consumers, with clean labels, credible certifications and transparent sourcing emerging as key triggers for brand trust. Health is another major influence: almost 30 percent of respondents said they would switch brands if offered a healthier option, even in the face of price pressures.
Technology is also shaping consumption. The survey found that 8 in 10 Indians are now using healthcare apps or wearable devices to track diet and fitness. Many expressed openness to AI-driven personalised nutrition plans, signalling a gradual but significant shift towards tech-enabled wellness.
At the same time, tradition continues to anchor food choices. Nearly 74 percent of consumers said their eating habits are tied to cultural practices and long-standing culinary heritage, reflecting a balance between modern wellness tools and ancestral diets.
Sustainability is steadily gaining ground in decision-making. Close to half of consumers prefer eco-friendly packaging, while 73 percent are willing to pay more if it directly supports healthier land use and farming practices.
PwC India partner Ravi Kapoor said the findings highlight a “dual challenge” for the industry. “Consumers are under pressure from inflation, but they are equally demanding when it comes to nutrition, safety and sustainability. Brands that align with these priorities will be the ones to capture future growth.”
