A new recipe for the food industry - South African findings

PwC’s Voice of the Consumer 2025

Woman shopping
  • Publication
  • October 14, 2025

With the cost of living on the rise, many people are feeling the pressure and are starting to rethink how they spend their money. The report reveals that people are not only becoming more mindful of their spending but also more focused on making healthier choices. It’s a shift that’s reshaping how and where they shop and what they expect from food retailers and brands.

The future of food is aspirational, health-focused and tech-driven

Food companies are under pressure as supply chain costs are rising, profit margins are shrinking and trade barriers are adding further strain. At the same time, consumers are evolving and seeking food that aligns with their values, fits their lifestyle and embraces innovation—without compromising on price, safety or sustainability.

As awareness grows around food origins and impact, the industry is being reshaped. Businesses must now support informed, value-driven choices, while adapting to a landscape where healthcare providers and tech firms are emerging as new players in the food ecosystem. 

Seven consumer imperatives reshaping the food industry

Consumers are increasingly making food choices based on health, sustainability and personal values. While they accept responsibility for their own wellbeing, they expect food producers, manufacturers and public health bodies to play a supportive role.

Consumers are concerned about how processed their food is and the amount of pesticides used. Many are taking vitamins to support their health and make up for what their food may lack, creating more overlap between the food sector and the health and wellbeing space.

Although climate change is a major concern, many consumers can’t afford to pay more for sustainable options. Instead, they focus on tangible actions like buying pesticide-free and locally produced food.

Consumers are exploring new, non-traditional, ways to shop for food, using multiple channels that offer convenience and align with their values such as meal-kit deliveries, online grocery shopping and farmers markets.

Convenience remains a key driver of consumer behaviour, with many looking for quick, accessible food options such as restaurants, takeaways and ready-made meals.

Health apps, wearables and AI-driven tools are shaping how consumers manage their diets, with strong interest in personalised, tech-enabled experiences.

Rising costs are forcing consumers to prioritise price over values, creating opportunities for brands that offer better value without compromising on quality.

Serving the aspirational food consumer

Consumers are looking for food that’s affordable, healthy and easy to access. This shift is forcing businesses to rethink how they operate and what they offer. To stay competitive and meet consumer’s needs, companies need to find practical ways to deliver real value without compromising on cost or quality.

Review and refresh the product range

Consumers are looking for food that delivers in both value and nutrition. Businesses need to invest in healthier, functional products that meet evolving dietary needs. For niche segments, premium offerings can also tap into trends like nutrient fortification and reduced consumption.

Make a ‘domain’ play

The food industry is expanding into new spaces, from healthcare to digital platforms, creating opportunities for collaboration and innovation. For instance, subscriptions to meal-kit deliveries and online grocery shopping are reshaping how consumers engage with food. By forming strategic partnerships across these domains, companies can strengthen their business models and meet the evolving consumer needs.

Transform the consumer experience

Consumers expect personalised experiences that reflect their values and preferences, especially when it comes to health, sustainability and convenience. Tools like AI and wearable devices are helping guide these choices, making it easier for people to find products that suit their needs. Businesses can support this by offering clear, accessible information and integrating their product lines with smart technologies that simplify selection and comparison based on what matters most to each customer.

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Nqaba Ndiweni

Nqaba Ndiweni

Africa Consumer | Industrial Products and Services (CIPS) Industry Leader, PwC South Africa

Tel: +27 (0) 11 797 4890

Anton  Hugo

Anton Hugo

Africa Retail Industry Leader, PwC South Africa

Tel: +27 (0) 21 529 2008

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