The Indian food scene is changing quickly, and safety and health are now the most important factors for consumers when they choose what to eat. The Voice of the Consumer 2025 report from PwC India shows that a shocking 84% of Indian consumers now put food safety first when deciding what to buy. This is changing the way brands do business in a big way.
This isn’t just about going along with the crowd. It’s about staying alive in a market where traditional factors that drive loyalty, like taste and price, are being challenged by more complex demands for openness, health, and sustainability.
More People Are Aware of Their Health
Food Safety Is No Longer Up for Discussion
The PwC survey, which included 1,031 Indian consumers and more than 21,000 people from 28 other countries, shows that worries about food safety have never been higher. What stands out the most? 29% of customers now say health benefits are one of the top three reasons they switch brands, and 21% say it is the main reason they choose a brand.
This change isn’t happening by itself. More than half of consumers want brands to offer more nutritional value because they are worried about ultra-processed ingredients, pesticides, and additives. Food safety is now more important to consumers than other reasons to buy, and they actively look for:
- Clear labeling
- Trustworthy certifications
- Open communication about the benefits of a product
Technology Integration Changes the Way We Think About Health
The data shows another interesting fact: 80% of Indian consumers now use at least one healthcare app or wearable tech to help them stay healthy. This tech-savvy way of looking at health goes beyond just tracking fitness; people are using AI-powered tools to plan their diets and keep track of their health.
The integration is so important that 60% of consumers are okay with generative AI making their diet plans. This is a big step toward personalized wellness, where technology doesn’t just keep track of health metrics but also helps people make decisions about what to eat and how to live.
Health Goals Meet Economic Pressures
Smart Shopping Behaviors Are Driven by Cost Concerns
Even though health is important, money is still the most important thing. The survey shows that 63% of respondents are worried about the cost of food, which makes them change their shopping habits to save the most money. To save money, people are:
- Shopping at more than one store
- Looking for discount stores
- Buying in bulk
This is where it gets interesting: taste is still very important. Taste is one of the top three reasons people buy things, with 40% of people saying it’s one of the top three. Price is close behind at 39%, and nutritional value is next at 38%. This makes things complicated because brands have to do well in many areas at once.
Different Types of Shopping Channels
In this changing landscape, convenience is very important. Consumer shopping patterns show:
- More than 70% of people shop at supermarkets
- 60% shop at local stores
- 55% use digital delivery services
This multi-channel approach shows that customers want to get the best deal on their favorite products while also making things easier for them.
The rising demand for ready-to-eat meals shows this balance even more:
- 46% buy ready-to-eat meals
- 41% order takeout
- 38% eat out at least once a week
These behaviors show that people are willing to pay for convenience as long as it fits with their health and budget goals.
Cultural Heritage Meets Modern Health Standards
Traditional Values Affect Modern Decisions
One of the most interesting things is that 74% of Indian consumers say that their food choices are strongly influenced by their cultural heritage and traditions. This isn’t about not wanting to change; it’s about bringing traditional tastes up to date with modern health standards.
Functional claims are being used to rebrand heritage foods. People now market traditional drinks like:
- Aam panna as “digestive aids”
- Jeera water as “gut health boosters”
This shows how brands can respect cultural differences while still meeting modern health standards.
Sustainability Awareness Comes Out
People are also making buying decisions based on environmental issues. Key sustainability trends include:
- Almost half of shoppers put eco-friendly packaging first
- 73% are willing to pay more for food that helps the environment
- Preference for local food and brands that are good for the environment
People are willing to pay extra for eco-friendly products, which shows that being eco-friendly is more than just a nice-to-have feature; it’s becoming a way to stand out in the Indian market.
The Revolution in Personalization Driven by Technology
AI-Powered Health Solutions Are Getting More Popular
The survey shows that people are very open to wellness solutions that use technology. Indian health startups like HealthifyMe, Fitelo, and Fitterfly are using AI to offer personalized nutrition and fitness plans. These platforms use data from continuous glucose monitoring to:
- Guess when glucose levels will rise
- Make meal plans just for each person
It’s clear that it works: after adding AI features, HealthifyMe’s engagement went up by 50%. This shows that people aren’t just putting up with AI-powered health solutions; they’re actually using them and finding value in how they can be tailored to their needs.
Putting Together Wearable Technology
Another big trend is the use of wearable technology in everyday life. People are buying more health-monitoring wearables because diseases caused by lifestyle choices, like diabetes and high blood pressure, have risen by more than 25% in the last ten years. Market statistics show:
- In 2021, fitness trackers made up 42.68% of the market
- By 2028, the market for all wearable payment devices is expected to be worth $5.28 billion
What This Means for Brands and the Market
From Loyalty to Relationships Based on Performance
The survey results indicate a significant transition from conventional brand loyalty to performance-oriented relationships. Heritage and reputation used to be the most important factors in consumer choice, but now product-led differentiation is more important. People are making more and more choices based on:
- How healthy they think the food is
- How clear the ingredients are
- How much does it cost?
This change gives brands both problems and chances. Companies that don’t keep up with changing expectations could become less relevant, but those that do could see growth in a number of value pools.
New Ideas in Personalized Health and Wellness
The combination of technology, health awareness, and cultural preferences opens up new ways to innovate. Brands can:
- Use AI-driven platforms
- Work with healthtech companies
- Add QR codes for tracking
- Look into working with insurance companies to offer discounts on meals based on what you choose
Looking Ahead: What Will People Eat in the Future
The Age of Personalized Health
Ravi Kapoor, Partner and Leader for Retail and Consumer Sector at PwC India, says, “We’re entering an era of personalized wellness – creating pathways for brands to harness tech-driven solutions for enhanced growth.” This personalization goes beyond simple changes to include full health coaching that takes into account:
- Abilities
- Nutrition
- Dietary restrictions
- Disease history
- Stress
- Mental state
Requirements for Adapting to the Market
The food industry is dealing with two problems at once:
- Supply chain problems that are getting worse
- Customers who want healthier, tech-savvy options that change quickly
These problems are made worse by consumers’ uncertainty about how their incomes will grow and how their savings will be squeezed. At the same time, brands face tough competition and a volatile market.
But this changing world also offers great chances for businesses that are willing to make openness, technology, and sustainability their main business goals.
Methodology and Global Context
The full survey took place in January and February 2025 and included 21,075 people from 28 countries and territories, including 1,031 people from India. Everyone who answered was at least 18 years old and was asked about:
- Their eating habits
- Grocery shopping habits
- Health concerns
- The use of new technologies
- Climate and sustainability issues
The Indian results fit in with larger global trends, but they also have their own cultural traits. India’s focus on traditional heritage and openness to new technology makes its market different from other major consumer markets.
India’s changing food consumption patterns are more than just changing tastes; they show a fundamental shift toward making choices based on health, technology, and sustainability that are based on facts. The message for brands is clear: change with these changing expectations or risk becoming irrelevant in a market that is quickly changing what food means to people
