40% of Consumers Try New Shopping Channels – Here’s What It Means for Online Sales

The PwC Voice of the Consumer 2025 survey involved over 21,000 people from 28 countries across all continents. They answered questions about where and how they shop for groceries, what motivates their brand choices, and what role price, health, technology, or climate concerns play in their decisions. The sample included younger and older respondents, urban and rural consumers, successfully capturing different attitudes and priorities. The result is a representative view of how consumer behavior in food is changing.

Consumers Are Exploring New Sales Channels

While traditional supermarkets remain the dominant shopping destination for most customers, alternative sales forms are gradually growing. Nearly 40% of consumers have tried other options in the past year. The average customer today uses 3.6 sales channels, such as:

• Farmers’ markets offer authentic contact with local producers and freshness that large chains can hardly match. Consumers gain not only products but also trust in food origin.
• Meal kits are gaining popularity especially in cities. Pre-prepared packages with ingredients and recipes save time while providing the feeling that people are “cooking themselves” – just without worrying about shopping planning.
• On-demand delivery is the youngest but rapidly growing segment. Customers order groceries through an app and have them home within minutes. This model relies on micro-warehouses and fast couriers, mainly targeting smaller “here and now” purchases.

E-shops that can introduce subscription models or specialized offerings (e.g., healthy snacks on monthly subscription) have a chance to catch this new wave.

Health and Safety Matter More Than Price

Consumers increasingly connect food choices with their health. Up to 62% of respondents identified ultra-processed foods and pesticides as bigger problems than price or nutritional values. This attitude is strongest among younger generations, especially millennials, and connects with interest in vitamins and nutritional supplements.

Paradoxically, most people cannot fully translate these concerns into their actual purchases. Only one-third of respondents say they actively avoid ultra-processed foods. It’s similar with alcohol – many people want to limit consumption, but real changes are slower.

Another important finding is the shift in responsibility: more than half of consumers expect food companies to play an active role in supporting healthy lifestyles. Up to 33% of customers even state that health benefits are a key reason they would switch to another brand.

AI and Technology Enter the Menu

Technology is no longer just a supplement but is becoming part of everyday food decisions. Up to 70% of consumers use a health app or some type of wearable device – from classic smartwatches to specialized glucose monitors or smart kitchen appliances. As many as 9% of people identify as “health-tech enthusiasts”: they use four or more such technologies and demonstrably change their lifestyle habits based on the data these provide.

The impact is tangible: 90% of wearables users claim the devices changed their daily behavior, and one-third even speak of fundamental changes. Consumers are no longer passive information recipients but actively connect data with their purchases and lifestyle.

Another strong signal is openness to artificial intelligence. Approximately half of respondents are willing to use generative AI for meal planning and shopping lists. This creates space for an entire ecosystem where food connects with health, shopping, and personalized recommendations.

For local e-shops, personalization today is often about simple recommendations like “other customers also bought…”. However, PwC results show that customers are increasingly open to deeper technology integration into their eating – whether through apps, wearables, or AI shopping planning. Connecting these worlds isn’t common yet, but the trend is clear. Those who can properly grasp it in the (near) future can gain a useful advantage.

Price Still Decides, But Values Are Growing

Living costs and rising food prices force people to make compromises. More than half of consumers admit they try to save money. They use discounts, buy private labels, or look for better-value packages. Up to 44% of customers actively consider switching to cheaper products, even when they normally prefer others.

However, the survey also shows that declared values and real behavior often diverge:

• 44% of people claim they’re willing to pay more for local products, but 56% prefer cheaper foreign alternatives when deciding.
• 44% would pay more for sustainable food, but 82% don’t follow what companies communicate about their sustainability.
• 62% fear ultra-processed foods, but only 35% say they actually avoid them.

The shift toward private chain brands is clearly visible here too. Several already routinely offer entire lines of “healthier” or “more sustainable” products at more affordable prices.

Competing only on price is a dead end – customers do save money, but if you can offer a combination of “value for money + added value” (e.g., local origin, better nutritional parameters), you have a chance to maintain loyalty even in a price-sensitive environment.

Sustainability Must Translate Into Practice

More than 80% of people fear climate change, but only a small portion (14%) behave as truly environmentally conscious consumers who shop accordingly. Most customers choose practical steps – they buy only what they consume or try to limit food waste.

Willingness to pay more for environmentally friendly food isn’t high yet – 44% of customers declare it, while another 43% could imagine it. In practice, however, consumers follow more concrete things, such as local origin or absence of pesticides.

Customers also increasingly appreciate packaging that helps preserve food longer and thus reduces waste – whether vacuum and protective packaging that extends meat or vegetable freshness, smaller portions adapted for quick consumption, or more durable forms like frozen and dried products.

This is where smaller e-shops have room to shine, working with local producers. They can deliver short and transparent supply chains.

What Does This Mean for European E-commerce?

1. Delivery and subscription models will become key supplements to classic online sales across EU markets.
2. Personalisation and AI will determine whether customers choose your e-shop or competitors, with GDPR-compliant data usage becoming a competitive advantage.
3. Transparency and health are areas where you can win against stronger players if communication is credible and meets EU regulatory standards.
4. Price still decides, but European e-shops can win with a combination of value for money + added value (e.g., better nutritional parameters, local sourcing, sustainability certifications).

Online food sales across Europe will need to find balance between price, health, sustainability, and convenience. Those who can combine these four factors while navigating diverse EU market preferences and regulations have a great chance of success.