Consumer consciousness is limited by our wallets

By: Trademagazin editor Date: 2025. 09. 17. 10:20

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According to PwC’s Voice of the Consumer survey, which summarises the opinions of more than 21,000 consumers in 28 countries, shoppers would primarily buy food products that are in line with their attitudes toward health, convenience and sustainability.

This article is available for reading in Trade magazin 2025/8-9.

However, rising food prices and living costs are increasingly limiting the ability to meet these criteria. Around 50% of respondents plan to increase their consumption of fresh produce in the coming months.

Hungarian consumers tend to be increasingly price-conscious, while their expectations toward product quality, healthiness and convenience keep growing

Cost of living pressure

The pressure of living costs continues to influence consumer confidence. While 46% feel financially secure globally, this proportion is less than 25% in Hungary. No wonder that 51% of those surveyed are looking for “better value for money” when choosing food brands, and a similar proportion are using cost-cutting methods such as recycling food leftovers (49%) or constantly monitoring special offers (48%). “In Hungary price fluctuations are increasingly affecting purchasing power – not only consumer spending, but also the strategies of the retail sector”, emphasises Anita Mekler, PwC Hungary’s consumer markets partner.

Green intentions, mixed practices

More than 80% of respondents are concerned about climate change and 24% worry about its effects on a daily basis. Despite this only 44% said they are willing to pay more for food that supports environmental protection. “The Voice of the Consumer survey also highlighted the contradictory behaviour of Hungarian consumers in terms of environmental awareness in a regional comparison”, adds Norbert Madar, senior manager responsible for the Hungarian implementation of the research series.