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Eight in ten Indian consumers worry that the food on their plate may not be safe. Concerns about pesticides, additives, and ultra-processed ingredients are now more pressing than the price of groceries, according to PwC’s Voice of the Consumer 2025: India perspective.
Once built on taste and price, brand loyalty is now being tested on very different terms: nutrition, safety, and transparency. In fact, higher nutritional value is the single biggest reason Indians switch brands, ahead of better taste or discounts.
From taste buds to health claims
Indian shoppers are still driven by flavour—40% rank taste among their top three purchase drivers. But PwC’s survey of over 1,000 Indian consumers shows a clear pivot: 38% now rank nutrition as equally important. This is pushing companies to reformulate products, reduce sugar and additives, and double down on “functional” claims.
Even heritage is being rebranded. With 74% of consumers saying their food choices are rooted in culture, aam panna and jeera water are being marketed less as nostalgia and more as “digestive aids” or “gut health boosters.”
Tech is becoming part of the meal
Wellness is also going digital. 80% of Indian consumers now use healthcare apps or wearables to track fitness, weight, and nutrition. And six in ten say they are comfortable letting generative AI design their diet plans. PwC notes this is a new frontier for food companies: partnering with healthtech platforms, embedding QR codes for traceability, and even linking meal choices to insurance discounts.
Packaging trust
The climate narrative isn’t far behind. 92% of Indians worry about climate change, and nearly half prefer foods with sustainable packaging. More strikingly, 73% say they are willing to pay extra for eco-friendly food, a figure far above the global average of 44%. That’s why brands are weaving sustainability into packaging and campaigns, from plastic-neutral pledges to QR-coded traceability.
The affordability paradox
But health and climate concerns come with a caveat: the Indian consumer is still highly price-sensitive. 63% said they are worried about food costs, and many are buying in bulk, switching to discount stores, or even growing their own vegetables to save money. For brands, that means the challenge is twofold: offering affordable access packs while selling the dream of healthier, more sustainable eating.
PwC estimates India’s food economy could generate $1.3 trillion in value by 2035. But for brands, winning that future isn’t about selling indulgence anymore. It’s about showing that they can be everyday health partners, without breaking household budgets.
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