Rising food bills worry 63% of Indians, driving bulk buys and discount hunting: PwC

Indians are tightening their belts at the grocery store. According to PwC India’s Voice of the Consumer 2025 survey, 63% of consumers are worried about food prices and are adjusting their habits to stretch every rupee, hopping between stores, chasing discounts, and buying in bulk.

But price isn’t the only driver. The survey shows that food safety and health are weighing heavily on the minds of Indian households. A striking 84% said they prioritise food safety, pushing brands to demonstrate transparency with clean labels, credible certifications, and clear communication.

As per the report, health benefits are also reshaping loyalty, nearly 3 in 10 respondents said they’d switch brands if a healthier option comes along.


Here’s where it gets interesting: even as wallets tighten, technology and tradition are shaping the way India eats. About 80% of consumers now use a healthcare app or wearable device, and many are open to AI-driven personalised diets. At the same time, 74% say their food choices remain firmly rooted in cultural heritage and long-standing traditions.

Sustainability has entered the conversation too. Almost half prefer eco-friendly packaging, while 73% are willing to pay extra if it supports healthier land and farming practices. That’s a strong signal for brands that green credentials are no longer just marketing add-ons but actual decision-making factors.

PwC’s Ravi Kapoor summed it up well: “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.”

The survey makes clear that the Indian food industry is navigating a tricky balancing act. On one hand, consumers are squeezed by costs and income uncertainty. On the other, they want healthier, tech-enabled, and environmentally responsible choices. For brands, that’s both a challenge and an opportunity: adapt to these shifting demands, or risk being left behind.