Signal Consumers plan more fresh produce and supplements, less processed food and alcohol

Summary

PwC finds that consumers expect to change their diets in a clear direction. They plan to consume more fresh produce and more vitamins or supplements. At the same time, they intend to cut back on processed or high-sugar foods and on alcoholic drinks. Gen Z consumers are especially likely to say they will increase their intake of vitamins and supplements, as well as dairy and meat alternatives. The report adds that GLP-1 adoption creates further pressure on food portfolios, pushing demand toward new formats.