Consumers more health and green conscious – but affordability often wins

A shift in consumer values is redefining the future of food in South Africa, according to a new report from accounting and consulting firm PwC.

The study from PwC, titled ‘2025 Voice of the Consumer’, reveals that South African consumers are becoming more health-conscious and expect food companies to support them in living a healthier lifestyle. 42% of the survey respondents said health benefits are one of the most important reasons they switch food brands.

Concerns about what’s in their food are growing. 75% of consumers are worried about ultra-processed ingredients and pesticide use, signaling a strong demand for cleaner, more transparent food production. At the same time, 70% plan to eat more fresh produce, showing a clear shift toward whole foods and proactive health management.

Expectations on producers

Although consumers believe they are ultimately responsible for making healthy choices, they also have an expectation that food companies and organisations will help them lead healthier lives.

When asked consumers who holds the primary responsibility to encourage healthy and nutritious eating, more than half of respondents (53%) said food producers and manufacturers were in the top three, followed by government and public health organisations (49%), retailers and grocery (39%), and restaurants and food service providers (17%).

What’s more, under half of local respondents (42%) told the researchers that health benefits are among the most important factors in their decision to switch food brands, highlighting a values gap in what is currently offered to consumers by retailers and food manufacturers.

Sustainability matters – but affordability still wins

Locally, while eco-consciousness remains a strong aspiration, it doesn’t always translate into purchasing behaviour. Only 44% of South African consumers say they’re willing to pay more for food that supports the environment.

“Consumers clearly care about sustainability but rising food costs mean they are forced to make trade-offs. This is a clear signal that sustainability must be balanced with affordability if it is to drive real change,” says Anton Hugo, Africa Retail Industry Leader at PwC.

This cost of living strain is reshaping how consumers make everyday decisions. More than half of respondents say they’re struggling to pay their bills, let alone afford rising food prices. As a result, 54% of consumers are looking to stretch their budgets by adopting cost-saving strategies.

“Consumers are becoming more selective and value-driven in their food choices because of financial pressures. This presents a clear opportunity for businesses to rethink their strategies not just by lowering prices, but by delivering healthier, more affordable and accessible options that meet evolving consumer needs,” says Nqaba Ndiweni, who leads PwC’s Consumer, Industrial Products and Services practices in Africa.

Technology opens new doors

The PwC report further shows that technology is playing an increasingly central role in supporting healthier and more convenient lifestyles. 76% of consumers are using health apps or wearable devices to monitor their eating habits and physical activity. These tools have transitioned from being simple gadgets to becoming essential components of personal wellbeing management.

This tech-driven mindset also extends to how consumers shop and plan their meals. 38% of consumers are embracing subscription services and meal kits to simplify healthy eating. Many are also integrating generative AI into their food decisions, using it to plan meals, count calories and personalise nutrition.

About PwC’s study

The ‘2025 Voice of the Consumer’ study surveyed more than 20,000 consumers worldwide, including over 1,000 South African consumers.

“Our global findings show  that consumers are rethinking food – not just as a product, but as a pathway to better health, smarter spending and tech-enabled living. Businesses must respond by evolving their strategies and tapping into new domains of growth that reflect these changing priorities,” says Ndiweni.