More than half of Brazilians use digital tools and AI for food purchases
More than half of Brazilians are using digital tools and artificial intelligence (AI) to inform their food purchases and search for better prices, according to research from PwC.
In its Voice of the Consumer 2025 study, PwC surveyed more than 20,000 consumers in nearly 30 countries, including Brazil. The report highlights the growing impact of technology on consumer habits and purchasing behaviors in areas such as food, healthcare, and wellbeing.
“Our study demonstrates consumers’ openness to innovation and non-traditional purchasing channels. We also observed that people are more receptive to technology, especially in Brazil,” said Luciana Medeiros, partner at PwC.
For example, consumers are using online comparison websites to evaluate food and health products and health apps to guide their purchasing choices. They are increasingly turning to generative AI tools like ChatGPT to inform their decisions – more than half of Brazilians (and almost half of consumers globally) are comfortable using generative AI to plan purchases and meals.
Tech for cheaper and healthier
The cost of living is a major driver of technology use, both in Brazil and globally. More than half of consumers in Brazil and worldwide report that they are “managing their finances” or facing a challenging financial situation. In Brazil specifically, 63% of consumers cite price as a top priority in their purchasing decisions. In the country, 61% are switching from regular brands to private-label products in supermarkets, and 52% of Brazilians opt for the cheaper alternative.
While consumers are willing to pay more for healthier products, many told PwC’s researchers that rising food prices compromise their ability to pursue healthier preferences.
When it comes to health, the study reveals that 79% of Brazilians are concerned about the consumption of ultra-processed foods, and 72% are concerned about the use of pesticides in their diets. These percentages are significantly higher than the global average. Furthermore, the majority of respondents plan to increase their intake of fresh produce in the coming months – over 70% of Brazilians and 56% globally.
Based on the report’s findings, Medeiros points out that finding the right balance between price and sustainability is a key strategic trade-off for food retailers.
“The future of food consumption will be defined by more conscious, health-focused, and technology-savvy consumers, but the cost of living remains a determining factor in purchasing decisions. Companies that meet these needs will gain greater relevance in this new consumer market,” she said.
Path of reinvention
To remain competitive, organizations need to develop innovative business models that allow them to offer affordable products, convenience, and health benefits to consumers.
Among the paths identified in PwC’s research are: conquering markets with value-driven offerings, providing products with better nutritional content and/or functional benefits, offering premium options to specific niches, and expanding the areas of operation.
