Consumers in the Philippines are rethinking their food and drink purchases, with many cutting back on non-essential items like alcoholic beverages and snacks amid rising prices and cost-of-living pressures, according to PwC’s 2025 Voice of the Consumer report unveiled Tuesday.
The survey, which captured insights from over 21,000 consumers across 28 territories, including 501 Filipinos, found that value, health and convenience are now key drivers of food choices. But economic realities are reshaping how and what consumers buy.
It said that in the Philippines, 45 percent of consumers opt for budget or value brands, while 56 percent buy in bulk to save money and reduce waste. There’s also a marked decline in spending on discretionary items, with 33 percent buying fewer snacks and 29 percent cutting back on alcoholic beverages.
“We’re seeing clear shifts in spending patterns, especially toward essential goods. Even as consumers prioritize health and sustainability, affordability remains a key constraint,” said PwC Asia Pacific consumer markets leader Rakesh Mani.
Almost half, or about 47 percent, of Filipino respondents say they can meet their monthly bills but have little or nothing left for savings or leisure, while an additional 13 percent are financially insecure.
Many are adopting smarter spending habits, as 42 percent said they actively seek promotions and discounts, while 44 percent are growing their own produce.
While 56 percent of Filipinos express concern over climate change, their actions are practical since 70 percent disclosed they are cutting food waste, while 71 percent are limiting purchases to essentials, and 63 percent are willing to pay more for sustainably made products.
The survey noted that consumers are embracing innovation to meet their health and convenience goals, with growing adoption of on-demand grocery delivery, meal kits and food subscription services.
Many also rely on wearable tech and health apps to support fitness, diet, and mental wellness, while a majority are open to using generative AI for personalized nutrition, meal planning, and predictive grocery lists, highlighting a strong readiness for tech-enabled food solutions.
“AI isn’t just transforming industries, it’s helping Filipino consumers access more personalized, meaningful experiences,” said PwC Philippines deals and corporate finance partner Mary Jade Roxas-Divinagracia.
PwC Philippines assurance partner Ma. Lois G. Abad noted that by 2035, the global “How we Feed” ecosystem could be worth over $10 trillion as it intersects more closely with health, tech, and retail sectors.
