Consumers in Central and Eastern Europe (CEE) seek healthy, affordable, local food options. PwC’s latest global Voice of the Consumer 2025 report uncovers shifting food shopper priorities.
The global food sector faces the challenge of providing nutritious meals while addressing resource constraints and evolving consumer demands. Cooperation and innovation offer new growth opportunities, with the 'How we feed' domain projected to achieve a Gross Value Added (GVA) of US$9.88 trillion by 2035, according to PwC global research
Our regional edition of the survey reveals changing consumer habits aligned with health-focused and tech-driven preferences. To capitalise, the food industry should rethink its offerings to meet these evolving consumer demands.
“Consumers in our region are increasingly discerning. They’re seeking quality and sustainability despite feeling cost of living more than most. This presents opportunities for the food industry to reinvent and innovate to capture value. Our survey shows they should deliver healthier, more local and sustainable options.”
Bojidar Neytchev, Country Manager Partner, PwC Bulgaria, and Advisory Leader, PwC SEEShifting consumer dynamics: Price, security and health
Financial constraints and geopolitical concerns influence the purchasing decisions of consumers in CEE. Around half name these as top concerns. Despite this price sensitivity, consumers also values taste and quality. Successful food industry strategies should focus on affordable, tasty and nutritious options, alongside resilient local sourcing to ease geopolitical concerns.
Evolving consumer demands: Tasty, healthy and local
Value-driven and health-conscious, consumers in CEE are open to brand switching to get both better value for money and taste. Health risks and food production transparency are key concerns, with preferences for fresh, seasonal and local products. Consumers in the region also increasingly expect food producers to encourage healthier eating.
Lifestyle: A growing health and convenience outlook
Consumers in CEE are increasingly health-conscious, with consumers reducing alcohol intake and avoiding ultra-processed foods. CEE shoppers also show interest in convenience and health technology. This creates opportunities for producers and retailers to deliver minimally processed, yet convenient food and tech-supported solutions for meal planning.
Sustainability: In focus for food shoppers
A clear majority of consumers in our region remain concerned about climate change. Over one-third show willingness to pay for sustainably produced food. Local products are favoured as they’re perceived to be of quality and give consumers economic support. This should encourage the food industry to transform their practices to focus on local and environmentally friendly offerings.
“The increasing emphasis on health, sustainability, and local sourcing by consumers is a wake-up call for the food industry across the CEE region. Retailers and producers who embrace this change by investing in transparent production practices and enhancing the quality of their own-brand offerings will thrive in a competitive market. This is the moment to foster trust with consumers who are more informed, tech-savvy and discerning than ever.”
Albena Markova, Advisory Partner, PwC SEELearn more about consumer preferences and food industry trends in CEE in the full report
About Voice of the Consumer survey
In January and February 2025, PwC Research, PwC’s global centre of excellence for market research and insight, surveyed 21,075 consumers across 28 countries and territories: Australia; Brazil; Canada; China; Egypt; France; Germany; Hong Kong, SAR; Hungary; India; Indonesia; Ireland; Malaysia; Mexico; the Netherlands; the Philippines; Poland; Qatar; Romania; Saudi Arabia; Singapore; South Africa; Spain; Thailand; United Arab Emirates; Ukraine; the United States; and Vietnam. The respondents were at least 18 years old and were asked about a range of topics relating to consumer food consumption and trends, including grocery shopping and food choices, future of health, emerging technology and climate and sustainability. Interviews with industry executives took place in May 2025.
