Survey reveals challenges facing Irish consumers trying to balance health, convenience and sustainability in food choices with affordability – PwC 2025 Irish and Global Voice of the Consumer study

• Over half of Irish consumers (57%) are ‘extremely’ or ‘very’ concerned about the health risks associated with ultra-processed foods or the use of pesticides in their food (Global: 62%). 

• Nearly two-thirds (63%) of Irish consumers consider ‘better value for money' as the top reason for switching food brands (Global: 51%). 

• 64% now use healthcare apps or wearables, with a notable group leveraging technologies such as exercise monitoring, mental health and sleep tracking (Global: 70%). 

• Just 37% say that they are willing to pay more for food that supports the environment, such as improving soil quality and enhancing biodiversity (Global: 44%).  

• 71% of Irish consumers said that they are either ‘extremely’ or ‘very’ concerned about the cost of their food, higher than global counterparts (60%).

A fresh wave of priorities is reshaping the trajectory of the Irish food industry, according to PwC’s 2025 Irish Voice of the Consumer study, published today. 

The research, which gathered insights from 1,000 Irish and over 21,000 consumers across 28 countries and territories, reveals that consumers want to purchase food that aligns with their attitudes towards health, convenience and sustainability. However, escalating food prices and cost-of-living challenges are constraining their ability to fulfil these aspirations. 

Significant health concerns over ultra-processed foods or pesticide use are intensifying among over half (57%) of Irish consumers surveyed (Global: 62%).  Nearly half (47%) are planning to increase their consumption of fresh produce in the coming months (Global: 56%). Nearly one-in-three (27%) are planning to eat more grains and pasta (Global: 34%). Over a third (36%) are reducing alcohol to a great extent (Global: 41%);  32% are avoiding ultra processed foods to a great extent (Global:  35%).  Nearly a fifth (19%) are planning to reduce their consumption of red meat (Global 19%).    

Three-out-of-ten (30%) Irish consumers say that they would switch to a different food brand for health benefits (Global: 33%). 

The survey highlights that aside from the individual consumer themselves, the primary responsibility for healthy eating lies with Government/public health organisations and food producers/manufacturers. Four-out-of-ten (42%) Irish respondents are looking for the big food companies to provide more products targeting specific health requirements (Global: 51%).  

At the same time, over a quarter (26%) of Irish respondents said that they order a takeaway at least once a week (Global: 34%).  Over one in ten (13%) said that they eat out in a restaurant at least once a week (Global: 29%).  

Mixed views on weight-loss prescription drugs 

The survey reveals that two-thirds (67%) of Irish respondents are open to using a weight-loss prescription drug in the future (Global: 61%).  Those global respondents who had experience of using weight-loss prescription drugs revealed the following: 73% confirmed that their overall health had improved; 68% plan to still be taking the drug in six months time.  However, over half (53%) reported to be experiencing side effects; 51% stated that they had not lost as much weight as they had hoped. 

Cost of food a greater concern in Ireland than globally 

71% of Irish consumers said that they are either ‘extremely’ or ‘very’ concerned about the cost of their food, higher than global counterparts (60%).  Two-thirds (67%) reported that price is the most important factor to them when choosing food items, also higher than global counterparts (57%).  As a result, consumers are looking to stretch their budgets with over six out of ten (63%) confirming ‘better value for money' as the top reason for switching food brands (Global: 51%).  When buying food, 41% of Irish respondents reported that they tend to buy budget or value brands (Global: 35%).  

Financial pressures continue to impact Irish consumers  

The current economic climate and recent cost of living impacts continue to weigh heavily on Irish consumers:   Half (50%) of Irish respondents said that they are ‘extremely’ or ‘very’ concerned about their personal financial situation.  11% are struggling to pay all or some of the bills every month (Global: 10%).   

48% of Irish respondents stated that they are just financially coping (paying bills every month with very little/nothing left over for savings, holidays, entertainment etc) versus 41% globally. 

John O’Loughlin, Partner, PwC Ireland Retail and Consumer Practice, said:  “Consumer sentiment remains fragile.  The survey highlights that many Irish consumers, although wanting to eat healthily and support sustainability, are concerned about the cost of living and their ability to pay.  At the same time, consumers are getting more savvy and are looking to stretch their budget via promotional items, discount stores and switching brands.    

“In an era where AI, climate change and shifting geopolitics are redefining how we live and work, consumers are demanding food that aligns with their aspirations for health, convenience and sustainability. Our survey provides compelling evidence necessitating even more innovation from companies within the food sector so that consumers can satisfy their preferences.  For suppliers and retailers, the questions is how to manage rising costs across the value chain without compromising on quality or product access.” 

Concerns about climate change do not always translate into sustainable purchasing behaviours 

While eco-consciousness remains a significant aspiration among consumers, concerns over climate change do not always translate into sustainable purchasing behaviours. More than three-quarters (77%) of Irish respondents express concern about climate change (Global: 81%).  But only 37% are willing to pay more for food that supports the environment, such as improving soil quality and enhancing biodiversity (Global: 44%).  

Over half (58%) of Irish consumers say that if they were presented with a choice, they would buy the food product produced outside of the country at a cheaper price rather than the same product produced in Ireland at a higher price (Global: 56%). Less than one in ten (9%) of Irish respondents stated that they always seek out information on food brands’ climate or sustainability efforts (Global: 18%).  

At the same time, over two-thirds (68%) of Irish consumers are committed to reducing their personal food waste in support of climate change (Global: 58%).   Over a third (38%) reported that they buy locally produced food (Global: 39%).  

According to the survey, the sustainable practices most important when buying food products are: the product is free of pesticides (Ireland: 40%; Global: 43%); the product is made locally (Ireland: 41%; Global: 40%) and that the product uses minimal packaging (Ireland: 32%; Global: 35%). 

The rise of food tech: Irish consumers are open to innovation for a healthier, more convenient diet, but lag global counterparts  

The survey reveals a growing consumer openness to adopting new technologies and shopping through non-traditional channels, but Irish consumers lag global counterparts.  Tech-driven personal wellness is on the rise, with 64% of Irish consumers now using healthcare apps or wearable devices with a notable group leveraging technologies such as exercise monitoring, mental health and sleep tracking (Global: 70%).  A fifth of Irish consumers (20%) confirmed that the use of apps or wearable devices significantly changed their daily habits (Global: 34%).  

76% are comfortable using Generative AI (GenAI) across a range of nutrition and health planning areas (Global: 85%): over four out ten (44%) are comfortable integrating GenAI into meal planning (Global: 47%); 37% are happy to use the technology to create personal training regimes (Global: 45%), indicating an opportunity for companies to unify convenience, health, and technology into a cohesive ecosystem. 

A small proportion (5%) of Irish consumers now also venture into spaces such as food subscription-box services and meal-kit deliveries a few times a year, with the trend growing at a faster pace globally (13%). 

Owen McFeely, Director, Retail & Consumer Practice, PwC Ireland, commented: “Today’s consumers want it all: affordability, health benefits and convenience.  Meeting these expectations is no small task – and it’s reshaping the competitive landscape for food businesses.  To stay ahead, companies must rethink traditional models and embrace innovation.   

“Collaboration in service-areas, such as personalised recipe and meal planning, can boost consumer loyalty, while cross-sector collaboration can drive growth. Businesses that connect more deeply with a network of service providers, logistics partners, and technology solutions to satisfy demand for seamless interactions will be the winners. 

“The opportunity lies in developing business strategies that balance cost-efficiency with the ability to deliver on evolving consumer aspirations.  And by working closely with ecosystem partners and suppliers, businesses can find innovative ways to either increase profit margins or pass on savings to cost conscious consumers.”

Notes to the editor

In January, February and May 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 (1,000 Irish consumers); 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.