By: Mercury Reporter – The Mercury

South African consumers are becoming more health-conscious and expect food companies to support them in living a healthier lifestyle however affordability still impacts on buying decisions.

This is according to PwC’s 2025 Voice of the Consumer report. According to the report, 42% of the survey respondents said health benefits are one of the most important reasons they switch food brands.

In addition, 75% of consumers are worried about ultra-processed ingredients and pesticide use, signalling 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.

However the report noted that while there are concerns about health benefits, affordability makes a significant impact on how people spend on food.

The survey found that 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,” said Anton Hugo, PwC's Africa retail industry leader. 

More than half of survey respondents said the rising cost of living has left them 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,” suggested Nqaba Ndiweni, PwC's Africa consumer, industrial products and services industry leader.

Technology is also playing a role in promoting healthier lifestyles with 76% of consumers are using health apps or wearable devices to monitor their eating habits and physical activity.

Many are also integrating generative AI into their food decisions, using it to plan meals, count calories and personalise nutrition.

“The survey shows 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,” said Ndiweni.

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