2025年印度消费者之声调研报告：食品行业价值创造路径（英文版）

1 PwCPwC’s Voice of the Consumer 2025: India perspectivePwC’s Voice of the Consumer 2025: India perspective A value recipe for the food industry September 2025 2 PwCPwC’s Voice of the Consumer 2025: India perspective3 PwCPwC’s Voice of the Consumer 2025: India perspectiveContents 01 02 Introduction The APA landscape Contents 01 Overview 02 India research findings at a glance 03 Key insights 04 Adopting a domain-based approach PwC’s Voice of the Consumer 2025: India perspective 01 Overview The food industry is navigating dual pressures: intensifying supply chain constraints and rapidly evolving consumer demands for healthier, tech-integrated choices. These challenges are compounded by consumer uncertainty around income growth and squeezed savings, while brands contend with fierce competition and market volatility. Yet this evolving landscape also presents compelling opportunities. Demographic shifts are giving rise to niche customer segments, unlocking potential for innovative stock-keeping units (SKUs) and new channel propositions tailored to emerging needs. As businesses pursue diversification and industries reconfigure to stay ahead of the curve, new value pools are beginning to emerge. Simultaneously, evolving consumer preferences, behaviours and purchasing power will redefine where value is generated and where it diminishes in the decade ahead. Our recent research outlines how the reinvented global food ecosystem – what we refer to as the ‘How we feed’ domain – is poised to address both human and business needs, with companies combining their own capabilities and engaging with ecosystem partners in new ways. By 2035, the ‘Feed’ domain in India could achieve a baseline gross value added (GVA) of USD 1.3 trillion, unlocking substantial growth opportunities for businesses.1 To gain deeper insights into how consumer preferences are shaping the future of the food industry, our latest ‘Voice of the Consumer’ survey engaged over 21,000 participants across 28 countries, including 1,031 participants from India. Our research indicates that consumers are prioritising nutrition, affordability and sustainability – embracing local produce, digital grocery platforms and wellness technologies. Climate concerns are rising, yet taste, price and nutritional value remain key drivers of buying decisions. The growing use of healthcare apps and openness to generative AI (GenAI) signal a new era of personalised wellness. As anxiety grows around food safety, waste, and additives, consumers are calling for greater transparency and trust from brands. Interestingly, while more than half of the consumers surveyed believe that government and public health bodies should take the lead in promoting healthier food choices, the recent Goods and Services Tax (GST) reforms appear to align with these expectations for stronger regulatory action. The reforms have reduced indirect taxes on essential food items, while significantly increasing the GST on carbonated, caffeinated, and e