PwC Releases Voice of the Consumer 2025: ‘A New Recipe for the Food Industry’

Indonesian consumers' behaviours reflect broader global values, yet present distinct preferences that businesses must understand to deliver meaningful impact.

PwC Indonesia’s Voice of the Consumer 2025 survey reveals significant changes in consumer behaviour, driven by economic pressures, rising health consciousness, sustainability values, and digital innovation, mirroring global trends in food preferences. With half of Indonesian respondents expressing concern over the cost of living and a growing demand for healthier, more transparent food options, the report highlights how businesses must evolve to meet changing expectations. Drawing insights from over 21,000 global respondents—including Indonesians—this report offers a compelling look into the priorities shaping consumer choices today.

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