食品行业的新配方

The future of food is aspirational,health-focused and tech-driven. Introduction Food companies are navigating a tough set of obstacles: risingsupply chain pressures and shrinking margins on one side;growing consumer demand for healthy, convenient and tech-enabled food choices on the other. Tariffs on agricultural importscan exacerbate commercial tensions and dampen consumerdemand in price-sensitive categories. Rising temperatures As market dynamics filter down to the checkout aisle, consumers aren’t just reactingto change—they’re driving it. Their behaviour, preferences and spending powerwill shape where value is created and where it’s lost in the decade ahead. RecentPwC research tracks a reinvented global food system—what we call the ‘How we To gain a deeper understanding of these dynamics, our latest Voice of the Consumersurvey engaged more than 20,000 global consumers on their food preferences.What we see is the emergence of an aspirational consumer who is focused on value-driven choices. Worldwide, consumers tell us they are inclined to purchase food thataligns with their attitudes towards health, convenience and sustainability. However, About the survey In January and February2025, PwC surveyed21,075 consumersacross 28 countries andterritories: Australia;Brazil; Canada;China; Egypt; France;Germany; Hong Kong,SAR; Hungary; India;Indonesia; Ireland;Malaysia; Mexico;the Netherlands; thePhilippines; Poland;Qatar; Romania; SaudiArabia; Singapore;South Africa; Spain;Thailand; the UnitedArab Emirates; As consumers sharpen their focus on the origin and functionality of their food, ouranalysis finds that food businesses have an important role to play in serving informedand aspirational choices—and that role is shifting. What’s more, the disruption oftraditional value chains is creating new opportunities for both incumbents and new •Concerns over ultra-processed foods and pesticide use are intensifying amongapproximately 60% of consumers surveyed.•Among the 5% of respondents using GLP-1 weight-loss pharmaceuticals, amajority report reducing food spending and eating smaller portion sizes.•Over the past year, nearly 40% of respondents have explored non-traditional foodretail spaces such as on-demand grocery and subscription services.•70% of consumers now use healthcare apps or wearable technologies; a niche Interviews with industryexecutives took place in PwC Research, PwC’s global centre ofexcellence for marketresearch and insight, Consumers areasserting theirvalues-ledappetites Although consumers believe they are ultimately responsible for making healthychoices, they also have an expectation that food companies and organisations willhelp them lead healthier lives. When we asked consumers who holds the primaryresponsibility to encourage healthy and nutritious eating, more than half ofrespondents (51%) said food producers and manufacturers were in the top three, Providing more products targeted to specific health requirements topped the list ofthe ways companies could enhance consumer health and wellness. Further analysis •health and wellness advocacy, such as sponsoring initiatives that encouragehealthier lifestyles and making health and nutrition the focus of marketing•nutritional innovation, including offering lower-calorie and health-targetedproducts Consumers want more health-relatedproducts and information Navigating the complex terrain of health guidance remains a challenge for manyconsumers, who report contradictory behaviours. They have a clear desire to reducealcohol intake and avoid ultra-processed foods, and over 50% of respondents plan Food safety One signal finding related to health and food safety should be a warning toincumbents: 62% of respondents cite ultra-processed foods or pesticide use as amore important concern than price, nutrition and sustainability. These attitudes aremost pronounced among younger generations, particularly millennials, signallinga shift towards greater food safety expectations. The respondents most concerned Ultra-processed foods and pesticidesare top food safety concerns Climate commitments We’ve found a recurring theme in our consumer surveys over the years: althougheco-consciousness remains a significant aspiration among consumers, it doesn’talways translate into purchasing behaviours. More than 80% of respondents expressconcern about climate change, with nearly a quarter (24%) worrying daily about its ‘We have to do more as a global communityto ensure we produce food with the lowestenvironmental impact. We must also look tosustainable and regenerative farming practices —Enda Buckley, Director of Sustainability, Carbery Group Consumers say they would pay more to support the land and environmentConsumers say they would pay more to support the landand environment Q: Actions taken to improve the health of the land and the environment can result in higher costsfor food producers. Which of the following statements best represents your opinion on y