"Food Industry Must Now Target Consumer Values"

Samil PwC Releases Food Industry Report
Spread of Value-Driven "Aspirational Consumers"
Active Use of Health Management Apps and AI Recommendations

An analysis has found that changes in consumer values are fundamentally reshaping the structure and strategies of the food industry. It is now explained that consumers are opening their wallets for products that align with their personal beliefs and philosophies, considering factors such as pesticide use and climate change, in addition to price and nutritional content.

On July 16, Samil PwC published a report titled "2025 PwC Consumer Survey: A New Recipe for the Food Industry." This report is based on a survey conducted earlier this year with 21,075 consumers across 28 countries worldwide.

Samil PwC first focused on the "aspirational consumer," who places importance on value-driven choices. These consumers tend to purchase foods that align with their values regarding health, convenience, and sustainability. Among survey respondents, 62% cited issues such as ultra-processed foods or pesticide use as more important than price, nutrition, or sustainability. More than 80% of all respondents expressed concerns about climate change. Additionally, 44% indicated a willingness to pay more for eco-friendly foods that contribute to improving soil quality and enhancing biodiversity.

The report emphasized that "consumer interest in eco-friendly practices, such as reducing food waste and expanding locally produced foods, is increasing," and stressed that "corporate response strategies need to become more specific and action-oriented."

According to the survey, consumers are proactive in adopting new technologies and are open to exploring non-traditional shopping channels. Over the past year, approximately 40% of consumers have experienced non-traditional food purchases, such as on-demand grocery services or subscription services. Consumers using health management applications or wearable devices accounted for up to 70% of the total. The proportion of those utilizing generative artificial intelligence (AI) for grocery shopping and meal planning reached nearly half.

Survey participants responded that they feel comfortable with features such as receiving recipe recommendations based on ingredients they already have or automatically generating shopping lists based on previous purchase history.

These changes have led to the creation of ecosystems through cross-industry collaboration. In particular, the food industry is seeking new growth opportunities by intersecting with healthcare, logistics, and technology companies. Leading consumer goods companies were found to have a 1.2 times higher likelihood of collaborating with adjacent industries compared to the average.

However, price remains the most important factor in consumers' purchasing decisions. Among respondents concerned about food prices, nearly half reported making the most of ingredients they already had. They also actively sought out discount events to save money.

Lee Seunghoon, Samil PwC's Food and Beverage (F&B) Industry Leader, stated, "Consumers have now become not just simple demanders, but the main drivers of change in the food industry. Companies must accurately understand consumer expectations and pursue sustainable growth through customized strategies that leverage technology and data."

This content was produced with the assistance of AI translation services.