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To Study the Demand of Frozen Foods in Foreign and Indian Market and
Consumer Preference in Indian Market
Jalpa Shah; Dr. Namika Patel; Dr. Sanjay Christian; Dr. Hitesh Harwani
JG Institute of Business Administration, Gujarat University Ahmedabad, Gujarat
Email: [email protected]
Abstract
In the context of this research, frozen food serves as a focal point for examining evolving
consumer behavior in both global and Indian markets. While foreign markets, particularly in
developed nations, have long embraced frozen food as an integral part of daily life, the Indian
market is witnessing a gradual but significant shift toward its adoption. This shift, influenced
by urbanization, changing family structures, and exposure to global food habits, highlights the
growing relevance of frozen foods as an area of study. Understanding what frozen food entails
is essential to explore its role in shaping consumer preferences, purchasing decisions, and
overall market dynamics. This paper delves into the growing demand for frozen foods in
foreign and Indian markets, emphasizing the cultural, economic, and technological factors that
influence consumer preferences.
Keywords: Indian frozen food market product, frozen fruit market product, Consumer
penetration, Urbanization, Cold chain infrastructure, Consumer perception, Product
diversification.
Introduction
Foreign Market of Frozen Foods:
The foreign market for frozen foods has experienced remarkable growth over the decades,
becoming a dominant segment of the global food industry. Driven by advancements in
technology, evolving consumer preferences, and the globalization of food supply chains, frozen
foods have established themselves as a staple in households, restaurants, and institutional food
services across the world.
Consumer Behaviors in Foreign Market
Consumers in foreign markets typically perceive frozen foods as reliable, high- quality, and
time-efficient meal solutions. The acceptance of frozen foods is influenced by:
 High trust in the freezing process to maintain freshness and quality.

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 Preference for pre-packaged, portion-controlled products that reduce food waste.

 Willingness to pay a premium for premium-quality frozen food brands.
 Growing interest in healthier options like frozen organic vegetables, plant-based meals,
and low-calorie snacks.
Indian Market of Frozen Foods
The frozen food market in India is a burgeoning sector, reflecting changing consumer
lifestyles, increasing urbanization, and a growing appetite for convenient and diverse food
options. While traditionally, Indian households have relied on fresh and home- cooked meals,
the perception of frozen foods has evolved significantly over the past two decades. This shift
is driven by a blend of socio-economic, cultural, and technological factors, making frozen
foods an increasingly viable choice for Indian consumers.
Consumer Preference in India
Indian consumers’ preferences for frozen foods are influenced by a mix of traditional values
and modern needs:
 Convenience without Compromise: Consumers look for frozen foods that offer
convenience while maintaining the Flavors and authenticity of traditional Indian dishes.
 Health and Nutrition: There is a growing demand for frozen products made with
natural ingredients, no preservatives, and minimal processing, aligning with health-
conscious consumption trends.
 Affordability: Price sensitivity plays a significant role in purchasing decisions, with
consumers often seeking value-for-money products.
 Taste and Quality: Indian consumers prioritize taste and freshness, even in frozen
foods. Products that replicate the taste of homemade dishes tend to perform better in
the market.
The study is novel in terms of its intention to develop a deeper understanding of changing food
consumption habits by delving into the factors responsible and their respective effects in a
specific context. Historically, the antecedents of frozen food purchase decisions have seldom
been studied. Many studies have been conducted in developed economies, but an indisputable
study in the Indian context has not been carried out. Focusing on elements influencing eating
habits contributes to the ongoing discussion about the aspects that could influence how young

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shoppers feel and why they plan to buy RMFF meals. This study extends the body of
knowledge by conceptualizing consumers to include millennial consumers of RMFF food. We
may learn more about emerging market economies by focusing on India, a typical developing
market in Southeast Asia.
Literature Review
(Shuvro, Neel, & Shusmita, 2019) The study found that both intrinsic factors (like perceived
value and quality) and extrinsic factors (such as pricing and branding) significantly influence
consumer purchasing decisions for Ready-made Frozen Food (RMFF). Socio-demographic
variables, including age, education, and income, also play a critical role. Consumers are
increasingly willing to pay a premium for RMFF due to its convenience, taste, and perceived
quality, highlighting the need for targeted marketing strategies in this growing market.
(Utami & Chaldun, 2019) The conclusion of the paper emphasizes the importance of
aesthetic experience in influencing customer loyalty towards frozen food products. It
highlights that while taste is a significant factor, the overall experience of meaning—
encompassing product conceptualization, functionality, and associated symbols—plays a more
critical role in fostering customer loyalty. The findings suggest that companies should focus
on enhancing the aesthetic aspects of their products, including flavor innovation, attractive
packaging, and sensory appeal, to create positive customer experiences that encourage repeat
purchases. Additionally, the study calls for further research with larger sample sizes to validate
and generalize the results more effectively.
(Alsailawi, Mustafa, & Mustafa M., 2020) The conclusion of the paper emphasizes the
critical importance of proper refrigerated storage conditions to maintain the quality of frozen
foods. It highlights that incorrect storage temperatures can lead to significant quality loss,
affecting factors such as texture, flavor, and overall safety of the products. The study also notes
that certain additives, like HSA and glycerol, can enhance the shelf-life of extracts at room
temperature, but repeated exposure to room temperature may lead to degradation. Overall, the
findings underscore the need for careful management of storage conditions to preserve the
quality and safety of frozen foods effectively.
(Aakriti & Adeesh, 2022) The conclusion of the research paper underscores a significant
transformation in food consumption behavior, illustrating a shift from traditional cereal-based

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products to high-value food items, as well as a movement away from fresh, unprocessed foods
towards processed, packaged, and branded alternatives. This evolution is driven by various
socio-demographic factors, including the increasing number of working women and single-
person households, which have heightened the demand for convenience foods. Additionally,
the paper highlights the impact of intrinsic factors, such as product quality and health benefits,
alongside extrinsic factors like branding and marketing strategies, which play a crucial role in
shaping consumer preferences. The findings suggest that the frozen food market is
experiencing robust growth, fueled by changing lifestyles and consumer expectations for
quality and convenience. This presents a promising landscape for new entrants looking to
capitalize on the expanding opportunities within the frozen food sector, as consumers
increasingly seek accessible, affordable, and high-quality food options that align with their
busy lifestyles and evolving dietary preferences.
(Aybuke, 2023) This study examines the attitudes and thoughts of individuals towards frozen
foods in the Eastern Mediterranean Region. Data from 484 individuals was collected through
face-to-face interviews from Jan-2023. Factor analysis was used to identify factors affecting
consumption. Most people prefer frozen foods due to their long storage life, practicality, and
easy access. Factors such as production, expiry date, brand, and storage conditions were
considered when purchasing frozen foods. Meat and chicken meatballs were the most
frequently prepared frozen food products at home. Consumers view frozen foods as easy to use
and safe. The development of the frozen food sector is expected to increase welfare in rural
areas and provide new employment opportunities for women.
Literature Review Gap
There is a research gap regarding the factors that promote long-term customer loyalty beyond
the initial purchase, particularly with regard to the experience of meaning and aesthetic
elements and how these specifically resonate across India's diverse consumer base, even
though existing research identifies key drivers for frozen food consumption in India, such as
socio-demographic shifts, convenience, and perceived quality. Additionally, despite the fact
that cold chain infrastructure is crucial, especially in rural regions, there aren't many workable,
scalable, and regionally relevant techniques for filling these infrastructure gaps and increasing
consumer awareness at the same time to encourage broader adoption. To fully realize the

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potential of the Indian frozen food business, more research should be conducted on these
important facets of consumer psychology and useful logistics.
Significance of the Study
1. India's frozen food market is rapidly growing, driven by convenience and rising
disposable incomes in both domestic and export markets.
2. Indian consumers increasingly favor frozen foods for convenience, taste, and quality,
with a growing demand for ready-to-eat and ready-to-cook options.
3. Urbanization, busy lifestyles, and a rising focus on health are driving demand for
quick, nutritious, and diverse frozen food options, including plant-based alternatives.
4. Improved cold chain infrastructure and advanced freezing technologies (like IQF) are
crucial for maintaining quality, extending shelf life, and expanding market reach.
5. Manufacturers are innovating with new products, healthier options, and better
packaging to cater to evolving tastes and overcome consumer perceptions about frozen
food freshness.
Objectives of the Study
1. To know the purchase decision of frozen food according to their Gender.
2. To know the quality of frozen food in India as compared to the fresh alternatives.
3. To know the quality of frozen food available in India at different location.
4. To know the willingness of customers who are ready to pay premium price for frozen foods
available in India.
5. To know the future demand of frozen food.
6. To know if there are some health-related issues in consuming the frozen food.
7. To know the factors affecting the buying behaviour of the customers in purchasing decision of
Frozen foods.
Research Methodology
Research Design: Descriptive research and hypothesis testing.
Data Sources:
 Secondary Data: Secondary data sources are journals, Web portals, etc. of past years.
 Primary Data: Individuals from different regions of Gujarat state via, Google form.
 Research Approach: Survey method

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Research Instrument: Structured questionnaire

Data Collection Tool: Google Form for Questionnaire Distribution
Sampling Design:
 Sampling Frame: Buyers of frozen Foods
 Sampling Unit: Age group starting from 18 years and above.
 Sample Size: 438
 Sampling Technique: Simple Random Sampling Method
Scope of the Study
1. Market Demand & Growth: Analyses the demand for frozen foods in foreign and
Indian markets and identifies key growth factors.
2. Consumer Behaviour & Preferences: Studies purchasing patterns, preferences, and
factors influencing consumer choices in India.
3. Technological & Retail Impact: Evaluates the role of freezing technology, cold
storage infrastructure, and e-commerce in expanding the market.
4. Challenges & Barriers: Identifies obstacles like supply chain issues, cultural
perceptions, and regulatory constraints affecting market growth.
5. Future Trends & Business Opportunities: Explores emerging trends, potential
innovations, and strategic recommendations for market expansion.
Limitations of the Study
1. Enough responses are not collected from outside Ahmedabad, so not able to see the
future demand of other areas
2. Enough responses are not collected from NRI’s so not able to study the consumer
preference of the NRI’s.
3. The more of responses are of the category of students so don’t able to study the demand
and the consumer preferences in other groups.
4. The study primarily focuses on urban areas, with less representation from rural regions.
5. The affordability and willingness to pay for frozen foods vary across different income
groups.

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Data Analysis and Interpretation

Objective 1: To know the purchase decision of frozen food according to their Gender.

Interpretation:
Male respondents make up 56% (244), while females account for 44% (194). This indicates a
slight male dominance in the sample group.
Objective 2: To know the quality of frozen food in India as compared to the fresh alternatives.

Interpretation:
Responses are quite balanced: “Yes” (140), “Somewhat” (111), and “No” (138). Consumers are
still divided on the quality of frozen foods compared to fresh alternatives.
Objective 3: To know the quality of frozen food available in India at different location.

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Interpretation:
Urban residents dominate the sample (335), followed by rural (69) and suburban (34). This
suggests that frozen food consumption is more prevalent in urban areas.
Objective 4: To know the willingness of customers who are ready to pay premium price for frozen
foods available in India.

Interpretation:
211 respondents indicated they would continue purchasing frozen foods, while 178 said no.
This suggests a strong future market, though some remain hesitant.
Objective 5: To know the future demand of frozen food.

Affordable pricing 99
Availability of diverse options 80
Convenience and time-saving 211
Health-conscious options 82
Improved product quality 71
Longer shelf life 141
0 50 100 150 200 250

Interpretation:
Convenience and time-saving” is the top factor (211), followed by longer shelf life (141),
affordable pricing (99), and health-conscious options (82). This highlights convenience as the
primary driver.

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How often do you purchase frozen food product?

Interpretation:
The chart shows that NRIs purchase frozen food more frequently than Indians, with higher
daily (28.6%) and weekly (38.8%) consumption. In contrast, a majority of Indians (52.7%)
rarely buy frozen food. It indicates that frozen food is more regular part of NRIs' diets
compared to Indians.
What type of frozen food products do you prefer?

Interpretation:
The chart shows that Indians prefer frozen snacks (26.79%), while NRIs Favor frozen
vegetables (29.17%) the most. Frozen meat & poultry consumption is low among both groups.
Overall, preferences vary, but frozen vegetables & snacks are the most popular choices.

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Do you think the quality of frozen foods are good as compared to fresh alternatives?

Interpretation:
The chart shows that NRIs (49%) believe frozen food is of good quality more than Indians
(36%). However, Indians are more sceptical, with 35.5% saying "No" compared to 32.6% of
NRIs. Overall, NRIs have a more positive perception of frozen food quality.
What type of frozen food products would you like to see more of in the future?

Interpretation
Both Indians (44.44%) and NRIs (46.76%) prefer more organic and healthy options in frozen
foods. NRIs (33.01%) also favour ready-to-eat meals more than Indians (27.78%), while
Indians (19.45%) prefer regional cuisine more than NRIs (11.79%).
Chi-Square Test
𝐻0: There is no association between purchasing frozen foods product according to their Gender.
𝐻1: There is association between purchasing frozen foods product according to their Gender.

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Frequency of purchase of Frozen Food in

India. Total
Daily Monthly Rarely Weekly

Count 11 36 99 32 178
Female Expected 14.6 33.4 93.8 36.1 178.0
Count
Gender Count 21 37 106 47 211
Male Expected 17.4 39.6 111.2 42.9 211.0
Count
Count 32 73 205 79 389
Total Expected 32.0 73.0 205.0 79.0 389.0
Count

Chi-Square Tests

Asymptotic
Value df Significance (2-
sided)
Pearson Chi-Square 3.451a 3 .327

Likelihood Ratio 3.493 3 .322

N of Valid Cases 389

a. 0 cells (0.0%) have expected count less than 5. The minimum

expected count is 14.64.

As p (0.327) > 0.05, we accept 𝐻0 so we conclude that there is no association between

purchasing frozen foods product according to their Gender.
Chi-Square Test
𝐻0: There is no significant difference in quality of frozen foods in India compared to fresh
alternatives, regardless of gender.
𝐻1: There is significant difference in quality of frozen foods in India compared to fresh
alternatives, with gender influencing the perception of frozen food quality.

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Frozen foods in India are of good quality

compared to fresh alternatives Total

No Somewhat Yes

Count 60 60 58 178
Female Expected 63.1 50.8 64.1 178.0
Count
Gender Count 78 51 82 211
Male Expected 74.9 60.2 75.9 211.0
Count
Count 138 111 140 389
Total Expected 138.0 111.0 140.0 389.0
Count

Chi-Square Tests
Asymptotic
Value df Significance (2-
sided)
Pearson Chi-Square 4.424a 2 .109
Likelihood Ratio 4.417 2 .110
N of Valid Cases 389
a. 0 cells (0.0%) have expected count less than 5. The minimum
expected count is 50.79.

As p (0.109) > 0.05, we accept 𝐻0 so we conclude that there is no significant difference in

quality of frozen foods in India compared to fresh alternatives, regardless of gender.
Chi-Square Test
𝐻0: The quality of frozen food in India is independent of location compared to fresh
alternatives.
𝐻1: The quality of frozen food in India is dependent of location compared to fresh alternatives.

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Frozen foods in India are of good quality

compared to fresh alternatives Total
No Somewhat Yes

Count 20 11 33 64
Rural Expected 22.7 18.3 23.0 64.0
Count
Count 8 11 6 25
Suburban Expected 8.9 7.1 9.0 25.0
Count
Location
Count 110 89 101 300
Urban Expected 106.4 85.6 108.0 300.0
Count
Count 138 111 140 389
Total Expected 138.0 111.0 140.0 389.0
Count

Chi-Square Tests

Asymptotic
Value df Significance (2-
sided)
a
Pearson Chi-Square 11.406 4 .022

Likelihood Ratio 11.232 4 .024

N of Valid Cases 389

a. 0 cells (0.0%) have expected count less than 5. The minimum

expected count is 7.13.

𝑝 − 𝑣𝑎𝑙𝑢𝑒 (0.022) < 0.05, We reject 𝐻0 and conclude that the quality of frozen food in India is
dependent of location compared to fresh alternatives.

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Chi-Square Test
𝐻0: Age and willingness to pay a premium price for higher-quality frozen food products in
India are independent.
𝐻1: Age and willingness to pay a premium price for higher-quality frozen food products in
India are dependent.
Willing to pay a premium price for higher-quality
frozen food products in India Total
No Yes
Count 136 139 275
18-24 Expected Count 125.8 149.2 275.0

Count 25 31 56
25-34 Expected Count 25.6 30.4 56.0

Count 6 13 19
35-44 Expected Count 8.7 10.3 19.0
Age
45 Count 1 13 14
Above Expected Count 6.4 7.6 14.0

Under Count 10 15 25
18 Expected Count 11.4 13.6 25.0

Count 178 211 389

Total Expected Count 178.0 211.0 389.0

Chi-Square Tests
Value df Asymptotic Significance (2-sided)
a
Pearson Chi-Square 11.826 4 .019

Likelihood Ratio 13.725 4 .008

N of Valid Cases 389

a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is
6.41.

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𝑝 − 𝑣𝑎𝑙𝑢𝑒 (0.019) < 0.05, We reject 𝐻0 and conclude that the age and willingness to pay a
premium for higher-quality frozen food products in India are dependent.

Chi-Square Test
𝐻0: Trust in the quality of frozen foods in India and willingness to pay a premium for them are
independent.
𝐻1: Trust in the quality of frozen foods in India and willingness to pay a premium for them are
dependent.

Willing to pay a premium

price for higher-quality
frozen food products in Total
India?
No Yes

Not Count 44 16 60
Do you trust trustworthy Expected 27.5 32.5 60.0
the quality of Count
frozen foods Somewhat Count 116 98 214
available in trustworthy Expected Count 97.9 116.1 214.0
India?
Yes, very Count 18 97 115
trustworthy Expected Count 52.6 62.4 115.0
Count 178 211 389
Total Expected Count 178.0 211.0 389.0

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Chi-Square Tests

Asymptotic
Value df Significance
(2-sided)
a
Pearson Chi-Square 66.530 2 .000

Likelihood Ratio 71.938 2 .000

N of Valid Cases 389

a. 0 cells (0.0%) have expected count less than 5. The

minimum expected count is 27.46.
𝑝 − 𝑣𝑎𝑙𝑢𝑒 (0.000) < 0.05, We reject 𝐻0 and conclude that the trust in the quality of frozen foods
in India and willingness to pay a premium for them are dependent.
Chi-Square Test
𝐻0: Future demand of frozen food in India is related to the Gender.
𝐻1: Future demand of frozen food in India is not related to the Gender
Frozen foods becoming more popular in the Indian
market in the future.
No, it
No, it will Yes, Yes, Total
will stay the moderately significantly
decline same more popular more popular

Count 8 28 84 58 178
Female Expected 11.9 25.2 75.5 65.4 178.0
Count
Gender Count 18 27 81 85 211
Male Expected 14.1 29.8 89.5 77.6 211.0
Count
Count 26 55 165 143 389
Total Expected 26.0 55.0 165.0 143.0 389.0
Count

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Chi-Square Tests

Asymptotic
Value df Significance
(2-sided)
a
Pearson Chi-Square 6.262 3 .100

Likelihood Ratio 6.346 3 .096

N of Valid Cases 389

a. 0 cells (0.0%) have expected count less than 5. The

minimum expected count is 11.90.
𝑝 − 𝑣𝑎𝑙𝑢𝑒 (0.100) > 0.05, We accept 𝐻0 and conclude that the future demand of frozen food in
India is related to the gender.
Findings
1. Younger Consumers Dominate – Majority of frozen food buyers are aged 18- 24 years
(68%), indicating a preference among young individuals.
2. Urban Market Leads – 76% of buyers are from urban areas, while rural adoption remains
low due to infrastructure limitations.
3. Frozen Snacks & Vegetables Preferred – Frozen snacks (27%) and vegetables (26%) are
the most popular, while frozen meat & poultry have the least demand.
4. Convenience Drives Demand – 31% of consumers prioritize convenience, while 21%
value longer shelf life in frozen foods.
5. Trust & Quality Concerns – Only 30% fully trust frozen food quality, while 35% feel it
is not as good as fresh alternatives.
6. Future Growth Expected – 42% believe frozen food will become moderately popular,
and 37% expect significant growth.
7. Willingness to Pay More Linked to Trust – Chi-square tests confirm that consumers who
trust frozen food quality are more willing to pay a premium.
Recommendations
1. Expand Rural Market Reach – Improve cold storage infrastructure and awareness
campaigns to boost frozen food adoption in rural areas.

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2. Enhance Consumer Trust – Educate consumers on freezing technology and product safety
to address concerns about frozen food quality.
3. Increase Healthy & Organic Options – Introduce more organic, preservative-free, and
nutritious frozen foods, as 73% of consumers demand healthier choices.
4. Improve Product Variety – Develop regional Indian cuisine and international flavours to
cater to evolving taste preferences.
5. Strengthen Marketing & Branding – Highlight convenience, quality, and health benefits
through digital marketing and influencer promotions.
6. Make Pricing More Competitive – Offer affordable frozen food options and
target price-sensitive consumers with discounts and bulk offers.
7. Leverage E-commerce Growth – Expand online sales and direct-to- consumer delivery
to tap into the rising demand for digital grocery shopping.
Conclusion
The study on the demand for frozen foods in both foreign and Indian markets, along with
consumer preferences in India, reveals significant trends and challenges. The research indicates
that convenience, busy lifestyles, and longer shelf life are the primary drivers of frozen food
adoption, particularly among younger consumers (18- 24 years) and urban residents (76%).
However, rural areas still face barriers due to limited cold storage infrastructure and a
preference for fresh food. Despite the increasing popularity of frozen foods, consumer trust in
quality remains a major concern, with only 30% fully trusting frozen products, while 35% feel
they are not as good as fresh alternatives. The willingness to pay a premium is directly linked
to consumer trust, as confirmed by the chi-square test. Additionally, the study finds a growing
demand for healthier, organic, and preservative-free frozen food options (73%), signalling a
shift towards health-conscious eating habits. To bridge the existing gaps, the frozen food
industry must focus on product diversification, consumer education, and improved distribution
channels. Companies should invest in expanding rural market reach, leveraging e-commerce
growth, and developing pricing strategies to attract price-sensitive consumers. Strengthening
branding and marketing through digital platforms and influencer collaborations can also
enhance consumer trust. With rising urbanization, increasing disposable incomes, and evolving
dietary habits, the future of the frozen food industry in India looks promising. By addressing

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quality concerns, offering healthier choices, and improving affordability, businesses can
capitalize on this growing sector and ensure long-term market expansion.
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