Cost of living tops the concerns of Filipino consumers surveyed by PwC’s 2025 Voice of the Consumer (VOC), the results released on Tuesday showed.
“Cost-of-living pressures are the leading concern affecting consumer confidence in the country. Nearly half report that they can meet their monthly financial obligations but have little or nothing left for savings or leisure,” PwC said in a statement released along with the VOC report.
The survey covered 501 respondents in the Philippines and is part of the global VOC conducted by the professional services company between January and February.
The survey showed cost of living will have the greatest impact on Filipino consumers in the next 12 months, with 58 percent saying so.
Aside from the cost of living, the other top risks or concerns identified by the respondents are economic stability (50 percent), climate change (38 percent), health risks (36 percent), food security (27 percent), environment damage (26 percent), geopolitical conflicts (25 percent), technology risks (14 percent) and social inequity (12 percent).
The survey showed 47 percent of Filipino consumers are financially coping, which is higher than the global average of 41 percent. About 40 percent said they are financially secure, lower than the global average of 46 percent.
The remaining 13 percent said they are financially insecure, slightly higher than the 12 percent global average.
PwC said this proportion of the respondents are unable to cover some or all of their household bills. As a result, consumers are finding smarter ways to spend, PwC said.
The survey showed value, health and convenience are the prime considerations of Filipinos for their food consumption.
In the report, PwC said 45 percent of Filipinos choose to shop from budget or value brands while more than half (56 percent) also buy in bulk to stretch their budget and avoid food waste.
About 23 percent said better value for money is their main reason for switching food brands, while others are adopting cost-saving strategies such as seeking promotions and discounts (42 percent) or even growing their own produce (44 percent).
The survey results highlighted an increasing willingness among consumers to adopt new technologies and non-traditional shopping channels to support their health and convenience goals.
While supermarkets, retail stores and farmers’ markets remain popular, more consumers are turning to on-demand grocery delivery platforms, food subscription services and meal kit delivery services.
Many also rely on wearable technology and health apps—53 percent for exercise, 44 percent for dieting and 37 percent for mental health.
