Irish Shoppers More Concerned About Food Prices Than Global Peers – PwC Report
Irish consumers are more worried about rising food prices than their international counterparts, according to the PwC 2025 Irish and Global Voice of the Consumer study. The report found that 71% of Irish respondents said they were either "extremely" or "very" concerned about the cost of food — significantly higher than the global average of 60% across 28 other countries.
The survey explores how consumers are trying to balance health, convenience, and sustainability in their food choices, while grappling with growing concerns around affordability.
Key findings include:
- 60% of Irish consumers say “better value for money” is their main reason for switching food brands.
- Nearly two-thirds are actively trying to stretch their grocery budgets.
- 41% report buying budget or value food brands regularly.
Speaking on RTÉ’s Morning Ireland, Owen McFeely, Director in PwC Ireland’s Retail & Consumer Practice, explained the drivers behind the high levels of concern among Irish shoppers.
“Over the past few years, several geopolitical factors have disrupted supply chains,” McFeely said. “When the war in Ukraine broke out, grain prices surged. At the same time, energy costs rose significantly — both of which have directly impacted the cost of food production.”
The study suggests that a new wave of consumer priorities is shaping the direction of Ireland’s food sector. Many shoppers want food that aligns with their health goals, eco-conscious values, and lifestyle needs, but rising costs are making it harder to live out those ideals.
- Over 50% of Irish respondents said they are worried about ultra-processed foods.
- However, the cost-of-living crisis is making it harder to prioritise health and sustainability at the checkout.
“Health is a top priority for Irish consumers,” said McFeely. “But when it comes to paying for healthier food, affordability often becomes a barrier.”
Technology is playing a greater role in consumer health management, with more than 60% of respondents using apps to track and improve their well-being.
The survey also explored attitudes towards prescription weight-loss drugs. Around two-thirds of Irish consumers said they would be open to using such medication in the future.
“In the U.S., between 10% and 12% of adults are currently taking GLP-1 drugs, and **40% of them use it specifically for weight loss rather than diabetes,” McFeely noted. “It’s likely we’ll see similar trends emerge in Ireland and across Europe.”
PwC’s report is based on feedback from 1,000 Irish consumers and over 21,000 respondents globally, all aged 18 or older, from 28 countries and territories.
Source: RTE