Consumers want to purchase food that aligns with their attitudes towards health, convenience and sustainability. However, escalating food prices and cost-of-living challenges are constraining their ability to fulfil these aspirations, according to PwC’s 2025 Voice of the Consumer report, which gathered insights from 21,075 consumers across 28 countries and territories, including Romania.
“The last few years have been marked by inflation and consumer purchasing behavior, both globally and in Romania, is shifting towards careful management of expenses and prioritization of essential needs, which means that price continues to be the most important purchasing criterion. In fact, the cost of living remains the main risk perceived by Romanians over the next 12 months, given the prospect of unpopular fiscal measures that could be taken to reduce the record budget deficit, which will be immediately reflected in shelf prices. The PwC Voice of Consumer report for Romania will be launched soon and will provide more details on what consumers prefer and expect in the coming year,” said Ruxandra Târlescu, Partner, Tax, Legal & People Services Leader, PwC Romania.
Cost-of-living pressures continue to impact consumer confidence, and more than half of respondents report they are ‘financially coping’ or facing financial challenges, such as being unable to pay some or all of their monthly household bills. As a result, consumers are looking to stretch their budgets with half (51%) considering ‘better value for money’ a top reason for switching food brands, and a similar number adopting cost-saving strategies like using leftovers (49%) or seeking promotions (48%). Two thirds (66%) of consumers are also committed to buying only what they need to reduce food waste.
Concerns over ultra-processed foods or pesticide use are intensifying among approximately 60% of consumers surveyed, and over 50% of respondents are planning to increase fresh produce consumption in the coming months.
While eco-consciousness remains a significant aspiration among consumers, concerns over climate change do not always translate into sustainable purchasing behaviours. More than 80% of respondents express concern about climate change, with nearly a quarter (24%) worrying daily about its effects. But only about half that amount (44%) say they are willing to pay more for food that supports the environment, such as improving soil quality and enhancing biodiversity.
Consumers are open to innovation for healthier, more convenient diets
The survey also revealed a growing consumer openness to adopt new technologies and shop through non-traditional channels. Nearly four in 10 (38%) have ventured into spaces such as subscription services and meal kit deliveries. Tech-driven personal wellness is also on the rise, with 70% using healthcare apps or wearable devices. About half are comfortable integrating generative AI into meal planning, indicating an opportunity for companies to unify convenience, health, and technology into a cohesive ecosystem.
New domain of growth for global food industry
Recent PwC research suggests that over the next decade, industries will reconfigure to meet human needs in new ways, leading to the formation of new ‘domains’ that cross traditional sector lines. For the global food system—what PwC calls the ‘How we Feed’ domain— this could result in greater cooperation, innovation, and convergence across sectors. By 2035, this vast business ecosystem could achieve a baseline Gross Value Added (GVA) of USD 9.88 trillion, potentially reaching up to USD 10.35 trillion.
