Consumers want to purchase food that aligns with their attitudes towards health, convenience and sustainability. However, escalating food prices and cost-of-living challenges are constraining their ability to fulfil these aspirations, according to PwC’s 2025 Voice of the Consumer report, which gathered insights from 21,075 consumers across 28 countries and territories, including Romania. “The last few years have been marked by inflation and consumer purchasing behavior, both globally and in

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