New Delhi, Sept. 12 -- With 63 per cent of consumers expressing concern over rising food prices, cost-conscious behaviour is on the rise, according to a recent survey report by PwC.

The report added that nearly half of those worried about food costs are changing their shopping habitsm, opting for different stores, discount outlets, and promotional deals to stretch their budgets.

Additionally, 44 per cent of respondents are buying in bulk, while an equal number have turned to growing their own food to counteract inflation.

The survey found that 74 per cent of consumers in the report stated that their food choices were deeply rooted in cultural heritage and longstanding traditions. This suggests that companies that provide functional her...