> **来源：[研报客](https://pc.yanbaoke.cn)** # PwC's Voice of the Consumer 2025 Summary ## Core Content PwC's *Voice of the Consumer 2025* report highlights the evolving dynamics of the global food industry, driven by consumer preferences for health, convenience, and sustainability. The report outlines a new recipe for the food industry, emphasizing the need for innovation, technology integration, and cross-sector collaboration to meet these demands. It also explores the challenges posed by rising food prices and cost-of-living pressures, which are influencing consumer choices and behaviors. ## Main Viewpoints - **Consumer Aspirations**: Consumers are increasingly focused on health, convenience, and sustainability, leading to a shift in the food industry's value creation model. - **Tech-Driven Health**: The use of healthcare apps and wearable technology is becoming a standard in managing personal health and nutrition. - **Convenience and Innovation**: There is a growing demand for convenient food options, including prepared foods, meal kits, and subscription services, which are reshaping traditional retail models. - **Sustainability and Climate Concerns**: While climate change is a major concern, its translation into purchasing behavior is limited. Consumers are more interested in immediate sustainability practices like buying pesticide-free and locally produced foods. - **Food Safety and Health Risks**: Ultra-processed foods and pesticide use are rising concerns, surpassing price and nutrition in some cases. This indicates a stronger link between food choices and overall health. - **Price Constraints**: Rising food prices are a significant barrier to consumer aspirations. Cost-conscious strategies, such as using leftovers and seeking promotions, are becoming more common. ## Key Information ### Global Food System Value - **Industries, 2023**: Total value of sectors is estimated at **\$7.72 trillion**. - **Domains, 2035**: The total value of the "How we feed" domain is projected to reach **\$9.88 trillion** in a baseline scenario and could reach **\$10.35 trillion** in a best-case scenario. ### Consumer Survey Insights - **Sample Size**: 21,075 consumers across 28 countries and territories were surveyed in January and February 2025. - **Health and Wellness**: Over 51% of consumers want more products targeted to specific health requirements. Nutritional innovation and personalized eating experiences are also highly valued. - **Climate Commitments**: 44% of consumers are willing to pay more for food that supports environmental sustainability, with 43% open to being persuaded. - **Food Safety Concerns**: 62% of consumers cite ultra-processed foods and pesticide use as more important than price, nutrition, and sustainability. ### Food Shopping Behavior - **Traditional Supermarkets**: Still dominate grocery shopping, with 62% of consumers visiting in-store at least weekly. - **Non-Traditional Retailers**: Subscription services, meal-kit deliveries, and online grocery shopping are gaining traction, especially among younger generations and urban consumers. - **Average Channels**: Consumers use an average of **3.6 food shopping channels**, with health and climate-conscious consumers using more. ### Convenience and Prepared Foods - **Prepared Foods**: Over a third (34%) of consumers buy prepared foods at least once a week. - **Takeaway Meals**: 34% of consumers order takeaway meals to their homes. - **Dining Out**: 29% of consumers dine out at least once a week. ### Adoption of Food Tech - **Health Tech Usage**: 70% of consumers use healthcare apps or wearable technology, with 9% identified as "health-tech enthusiasts" who use four or more apps and devices. - **GenAI in Food Planning**: 47% of consumers are comfortable allowing generative AI to support meal planning and menu suggestions. ### Cost of Living Impact - **Price Sensitivity**: Over half of respondents report facing financial challenges, with 43% considering discount or store-branded products. - **Consumer Strategies**: Actions like using up leftovers, planning meals, and shopping for promotions are common strategies to offset food costs. ## Strategic Recommendations ### Review and Refresh the Product Range - **Value-Based Offerings**: Focus on affordability and added value rather than price increases or reduced package sizes. - **Enhanced Nutrition**: Develop healthier, functional formulations that maintain quality and taste. - **Premiumisation**: Target niche segments with premium products tailored to specific dietary needs and trends. ### Make a 'Domain' Play - **Cross-Sector Collaboration**: Partner with innovative providers in healthcare, financial services, and technology to drive growth and consumer loyalty. - **Innovation in Delivery Formats**: Leverage subscription and on-demand services to meet consumer demand for convenience. - **Margin Improvements**: Enhance supply chain transparency and work closely with ecosystem partners to reduce costs and boost margins. ### Transform the Consumer Experience - **Predict and Personalise**: Use data analytics to anticipate consumer preferences and tailor offerings. - **Empower Consumer Choices**: Provide clear, accessible information about product values such as health, sustainability, and local sourcing. - **Integrate with AI Tools**: Utilize AI and wearables to simplify product selection and comparison based on consumer values. ## Conclusion The report underscores the need for the food industry to adapt to evolving consumer expectations by embracing technology, innovation, and sustainability. It also highlights the importance of balancing affordability with health and convenience to meet the needs of today's aspirational, values-driven consumer.