Personalised wellness, tech adoption shaping future of Indian consumers

Indian consumers are prioritising nutrition, affordability and sustainability – embracing local produce, digital grocery platforms and wellness technologies. That's what a recent study by PwC suggests.

Interestingly, 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. With health, technology and sustainability leading the charge, brands now have the momentum to adapt and thrive.

If the findings of the PwC survey are to be believed, with as high as 84 per cent of consumers in India highlighting food safety as a vital driver, brands must respond with a commitment to transparency through clean labelling, credible certifications, and clear communication of product benefits.

Quite significantly, nearly 63 per cent of the respondents are concerned about food costs, and they are adapting their shopping habits to maximise savings by shopping across multiple stores and discount outlets and buying in bulk, suggests the PwC survey titled: Voice of the Consumer 2025: India perspective’.

Convenience also plays a role – over 70 per cent of consumers use supermarkets, 60 per cent utilise local retailers, and 55 per cent turn to digital delivery platforms. The growing use of healthcare apps and wearable technology reflects a tech-savvy community where 80 per cent of consumers are actively integrating these tools into their daily routines. Their openness to AI-driven personalised diets points to promising avenues for future innovation in wellness.

In another significant finding, almost half of the consumers choose sustainable packaging options, with 73 per cent willing to pay more for their food to support and improve the health of the land. This underscores the environmental consciousness among Indian consumers.

That's not all. Tradition still remains significant as 74 per cent of Indian consumers feel that their food choices are strongly rooted in cultural heritage and longstanding traditions.

As consumer priorities pivot towards health, technology and sustainability, it is high time to look at how consumer preferences are changing and what brands need to do to position themselves better.

One must also keep in mind that 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.

Having said all these, one must remember that this evolving landscape also presents compelling opportunities.