Food Manifest 
Key Update
Indian consumers are placing food safety at the forefront of their purchasing decisions, even surpassing price as a top concern, according to PwC India’s Voice of the Consumer 2025 report. The study reveals that 84% of respondents now prioritise food safety, marking a significant shift in what they expect from brands.
As awareness grows, shoppers are demanding greater accountability—clean labels, credible certifications, and clear communication around ingredients and health benefits are no longer optional. Widespread concerns about pesticide residues, harmful additives, and ultra-processed products are driving a strong preference for transparency and traceability in the food industry.
Health Drives Brand Switching
This focus on safety aligns with the growing interest in health and nutrition. Nearly 30% of consumers say they would switch to a different brand if it offered a healthier option. In response, brands are being pushed to reformulate products—reducing sugar, salt, and artificial ingredients—while highlighting functional benefits like gut health and immunity support.
Digital Tools Empower Safer Food Choices
Technology is further amplifying this health-first mindset. Around 80% of Indian consumers now use health apps or wearable devices to track their diet, fitness, and nutrition. Additionally, 60% are open to AI-generated diet plans. This growing digital engagement is opening new doors for food companies to integrate QR code-based transparency, personalised nutrition, and partnerships with health platforms into their offerings.
Eco-Consciousness Links to Food Safety
Environmental concerns are also influencing what people put on their plates. Nearly half of all respondents prefer food with sustainable packaging, and 73% are willing to pay more for products that support eco-friendly farming practices. Increasingly, consumers see environmental responsibility not just as a climate issue, but as part of the broader definition of food safety and well-being.
Affordability Still Matters, But Not at the Cost of Safety
While health and sustainability are becoming priorities, affordability hasn’t faded from view. 63% of consumers remain concerned about food prices, often buying in bulk, visiting discount retailers, or turning to local markets to cut costs. However, even with budget pressures, they are not willing to compromise on food quality or safety.
A Wake-Up Call for Food Brands
PwC Survey findings signal a clear message for food companies: safety, transparency, and health are now central to consumer expectations. As Indian shoppers blend cultural values, wellness goals, and digital tools into their food choices, brands must evolve to stay relevant. Those that can deliver affordable, trustworthy, and sustainable options are best positioned to thrive in India’s dynamic food market.
