Filipino consumers prioritize healthy eating despite economic challenges

A fresh wave of priorities is reshaping the trajectory of the global food industry, according to PwC’s 2025 Voice of the Consumer report.

The survey, which gathered insights from 21,075 consumers across 28 countries and territories—including 501 respondents from different regions in the Philippines—reveals that consumers seek food options that align with their priorities around value, health and convenience. However, rising food prices and ongoing cost-of-living pressures are making these choices harder to sustain.

In the Philippines, price continues to be a key concern for many consumers, with 45% choosing to shop from budget or value brands. More than half (56%) also buy in bulk to stretch their budget and avoid food waste.

Cost-of-living pressures are the leading concern affecting consumer confidence in the country. Nearly half (47%) report that they can meet their monthly financial obligations but have little or nothing left for savings or leisure. Moreover, 13% are considered financially insecure—unable to cover some or all of their household bills. As a result, consumers are finding smarter ways to spend. Around 23% say better value for money is their main reason for switching food brands, while others are adopting cost-saving strategies such as seeking promotions and discounts (42%) or even growing their own produce (44%).

Filipino consumers recognize the effects of climate change, but economic and personal priorities take precedence. While 56% express concern about climate change, it is not something they actively consider in their day-to-day decisions. Their main response is to reduce consumption: 71% commit to only buying essentials while 70% are cutting back on food waste. Additionally, 63% are willing to pay more for sustainably made products. Filipinos are more pragmatic and practical with their efforts towards sustainability compared to global average, but more conscious compared to the average Southeast Asian consumer.

The survey highlights an increasing willingness among consumers to adopt new technologies and non-traditional shopping channels to support their health and convenience goals. While supermarkets, retail stores and farmers' markets remain popular, more consumers are turning to on-demand grocery delivery platforms, food subscription services and meal kit delivery services. Many also rely on wearable technology and health apps—53% for exercise, 44% for dieting and 37% for mental health.

Furthermore, a majority of consumers feel comfortable integrating generative AI into meal planning, personalised nutrition and predictive shopping lists. This growing acceptance presents a strong opportunity for businesses to deliver tech-enabled solutions that align with evolving expectations around health and convenience.

Recent PwC research points to a major shift over the next decade, where industries will reconfigure to meet human needs in new ways—giving rise to new “domains” that cross traditional sector boundaries. For the global food system—or what PwC refers to as the “How we Feed” domain—this could mean stronger collaboration, increased innovation and convergence across industries. By 2035, this evolving business ecosystem could achieve a baseline Gross Value Added (GVA) of $9.88 trillion, potentially reaching up to $10.35 trillion.