Lohri: Warming Up to Comfort Snacks in the North
There is something magical about gathering around a roaring bonfire on a crisp January evening, hands warmed by the flames and hearts warmed by laughter. The vibrant beats of the dhol, the echoing Punjabi ‘Josh,’ and the warmth of shared stories set the perfect mood. Many recall sitting under the stars, tossing sesame seeds into the fire for good luck, and savouring crunchy phulliyan (puffed rice) and sweet til ladoos. Lohri, celebrated primarily in Punjab, Haryana, and Delhi, marks the end of winter and welcomes the harvest season. While traditional treats like sesame (til) sweets, jaggery (gur), puffed rice, and peanuts continue to dominate the festivities, Delhi saw a 44% rise in frozen snack consumption during festivities. Families gathered around bonfires, savouring not just rewri and gajak but also hot, crispy frozen snacks like aloo bites, and kebabs that added warmth and ease to the chilly night. Notably, in Amritsar, the heart of Punjab’s Lohri celebrations, residents gave frozen snacks an impressive preference score of 88%, reflecting how deeply these modern treats have blended into traditional festivities.

Makar Sankranti: Soaring Flavors Across the Nation
Makar Sankranti is celebrated nationwide with regional twists—kite flying in Gujarat, sesame and jaggery sweets in Maharashtra, and feasts in Uttar Pradesh and Bihar. The skies come alive with colourful kites, and the air hums with the cheer of Kai Po Che! In Ahmedabad, a 33% rise in frozen snack consumption during festivals showed how families embraced quick bites amid the celebrations. While savouring tilgul and undhiyu, families also enjoyed quick-to-prepare frozen treats, blending convenience with traditional flavours. Across India, 43% of northern and 37% of western regions turned to frozen snacks, showing how ease and taste are now integral to festive spreads.

Pongal: A South Indian Harvest Feast Meets Modern Convenience
Pongal, Tamil Nadu’s grand harvest festival, celebrates abundance with dishes like sweet sakkarai pongal and savoury ven pongal. The cheerful greetings of Pongalo Pongal! echo through homes as families come together. In Chennai, a 39% increase in frozen snack consumption highlighted how families embraced frozen delicacies alongside traditional dishes. Southern India overall recorded a 43% rise, with households pairing classic vadas and murukkus with ready-to-fry frozen snacks like crispy veg fingers, aloo tikkis—ensuring celebrations remained delicious yet hassle-free.

Magh Bihu: Assam’s Fiery Feasts with a Modern Twist
In Assam, Magh Bihu marks the end of the harvest season with community feasts featuring pithas, larus, and fish curries. The festive spirit is alive with Meji bonfires crackling and the sound of traditional drums. Eastern India saw a 41% uptick in frozen snack consumption during these celebrations. As bonfires lit up the chilly evenings, families enjoyed traditional flavours alongside ready-to-cook snacks like crispy fried chicken, chicken momos and sausages.

A Perfect Blend of Tradition and Convenience

The STTEM 2.0 report reveals that 71% of Indians now include frozen snacks in their festive feasts. Far from replacing traditional treats, these modern bites complement the warmth of celebrations with ease and flavour. As India’s snacking habits evolve, the future holds exciting ways to savour every tradition—bite by bite.

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The latest research, conducted by YouGov, revealed, 57% of Indians now believe that frozen snacks are safe for consumption, with extensive input from healthcare professionals backing this finding. Based on an online survey of 2,004 respondents, the study ensured balanced representation across genders, age groups, marital status, and socio-economic classes using a quota-based sampling approach. By highlighting the safety standards maintained by regulated manufacturers. STTEM 2.0 upholds frozen snacks as a safe and convenient option that’s compatible with modern lifestyles.

Commenting on the launch, Abhay Parnerkar, CEO, Godrej Foods Ltd, stated, “As the frozen snacks category continues to grow in India, the STTEM 2.0 report plays a crucial role in deepening our understanding of consumer preferences and perceptions. By gaining insights into what customers are feeling, what they think, and how aware they are of our products, we can continuously improve our offerings. This report helps us better align with consumer needs and expectations, driving a shift in perception that not only benefits the industry but also strengthens Godrej Foods’ position in the market, fostering greater trust and increasing demand for our frozen snack range.”

Changing Lifestyles & Festivals Influencing Growing Acceptance of Frozen Snacks

The study reveals the versatility of frozen snacks in Indian households. From a quick bite between meals to a full meal solution, over 53% of Indians incorporate frozen snacks into their daily diets. This growing trend reflects the diversity of snacking occasions in India, as consumers seek convenient and tasty options to suit their busy lifestyles.

There is a snack for every moment and there is moment for every snack; From the grand celebrations of Diwali and Eid to the quiet comfort of a personal binge-watching session, STTEM 2.0 uncovers the diverse occasions that drive snack consumption. Together, these insights reveal how specific events across demographics are driving a growing acceptance and integration of frozen snacks into India’s modern culinary landscape.

The key Consumer highlights across five pillars (STTEM) are as below:

1. SAFETY:

• 67% Indians consume Frozen Snacks because it is made by trusted brands
• 57% of Indians believe that Frozen Snacks are safe for consumption
• 35% Indians would like manufacturing brands to talk about the fact that frozen snacks are preservative- free

1. TECHNOLOGY:

• 72% Indians prefer frozen snacks because it can be easily heated or microwaved as against frying.
• 51% of Indians have at least heard or read about IQF (Individually Quick Frozen) Method – a very crucial technology used to safeguard the quality of frozen snack foods

1. TASTE:

• 51% Indians believe that Frozen Snacks are very tasty and delicious
• 44% Indians believe that Frozen Snacks offer restaurant-like taste

1. EASE:

• 69% believe that Frozen Snacks have led to a reduction in the dependency on housekeepers
• 71% Indians believe that men have taken to cooking because of the convenience offered by Frozen Snacks
• 59% parents believe that Frozen Snacks are a convenient fix for hungry children
• 34% believe it is a cheaper alternative due to rising food prices/inflation
• 33% believe it is made by trusted brands

1. MOOD UPLIFTER:

• An average of 67% Indians consume Frozen Snacks depending on their mood or emotional state
• 41% believe that today’s Indian households have reasons to celebrate at home

Chef Amrita Raichand, a celebrated culinary expert, shared her thoughts, saying, “In India, snacking isn’t just about eating—it’s about connecting. From sharing plates during festive get-togethers to those chai-time chats, snacks bring us closer. Now since many cannot always get into the kitchen and cook from scratch because of lack of time etc. frozen snacks serve as quite a saviour as these give them the joy of cooking at home. In fact, it is amazing to see that 57% of Indians now trust frozen snacks as safe and convenient. Now for someone like me who loves experimenting with food and always encourages people to learn how to cook, I see this as a sign that people are accepting towards new ways of enjoying their favourites at home. Frozen snacks are not just a shortcut anymore—they are a delicious way to keep up with our fast-paced lives while still savouring every bite.”

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Time-Saving Convenience: Frozen foods offer unparalleled convenience, allowing parents to bypass peeling, chopping, and extensive cooking. A freezer stocked with a variety of frozen ingredients means a meal is always just minutes away, freeing up precious time for family activities or a few moments of well-deserved rest. According to the Godrej Yummiez report, one in every 4 Indians prefers frozen snacks since they can have more leisure time.

Nutritional Value: Contrary to popular belief, frozen produce can retain more nutrients than their fresh counterparts, which often lose nutritional value during transportation and storage. Freezing preserves vitamins and minerals, ensuring that your family receives the benefits of fresh produce year-round. For example, a study published in the Journal of Agricultural and Food Chemistry found that certain frozen vegetables, such as green beans and peas, can have higher levels of vitamins and nutrients compared to fresh ones, which can lose nutrients during transportation and storage.

Variety and Versatility: The array of frozen foods available today is staggering, ranging from exotic fruits and vegetables to complete entrees catering to various dietary preferences. In India, you can find a wide selection of frozen vegetables like green peas, mixed vegetables, sweet corn, broccoli, and cauliflower. As for frozen fruits, there are options such as mango, pineapple, pomegranate, and mixed fruit. This versatility ensures that even the pickiest eaters can find something to their liking, making mealtime a breeze.

 Cost-Effectiveness: When comparing the cost of frozen foods with fresh produce and dining out, the economic benefits become clear. Frozen foods often come in bulk and at a lower price point, without sacrificing quality or flavour, making them a smart choice for budget-conscious families.

Long Shelf Life: The extended shelf life of frozen foods means less food waste and more money saved. By keeping a well-organized freezer, parents can ensure they have ingredients on hand, reducing the number of emergency grocery runs and impulse takeout orders.

Meal Planning Made Simple: With frozen foods, meal planning becomes a simple task. Parents can plan out the week’s meals, knowing that the ingredients will remain fresh until needed. This not only streamlines grocery shopping but also meal prep, making the daily question of “What’s for dinner?” a thing of the past.

Kid-Friendly Choices: From classic favourites like French Fries and Chicken Nuggets to more adventurous options like Crispy Veg Sticks and Cheese Corn Nuggets, the frozen aisle is full of kid-friendly choices. These options are not only tasty but also quick to prepare, making them perfect for those hectic evenings.

 Balancing Work and Family: Ultimately, frozen foods can help working parents find a better balance between their professional responsibilities and family life. By reducing the time spent on meal preparation, parents can focus on what truly matters: spending quality time with their loved ones.

As we’ve seen, frozen foods are much more than a mere convenience; they are a practical solution for the modern family. They offer nutritional value, variety, cost savings, and ease of use, all of which contribute to a happier, healthier family dynamic. For working parents looking to simplify their lives and nourish their families, frozen foods are indeed a worthy addition to the weekly menu.

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According to the report, youths (male and female both) aged between 18- 30 take the lead in deciding the family’s snacking choice,  constituting 34% of the decision-making process. The youths are followed by kids accounting for 27%, and finally, the adults and the senior citizens stand at 22% and 12% respectively.

When compared across regions, the report shows that youth in the East have the highest influence in making snacking choices, scoring 40%. This is closely followed by youth in the West, having a share of 34%. Meanwhile, youth in the North and South of India demonstrate a comparable level of influence on snacking choices, with scores of  33% and 32%, respectively.

Speaking about the insights in the report, Mohit Marwaha, AVP – Yummiez, Godrej Tyson Foods Limited (GTFL), said, ‘‘Our India Snacking Report offers valuable insights into snacking trends and highlighting the increasing influence of youth in shaping family snacking choices. It’s fascinating to see the significant shift in traditional family dynamics, with youngsters aged 18-30  taking the lead in deciding snacking preferences. This trend reflects the evolving consumer landscape and the growing demand for affordable, convenient, and easy-to-make options, and encourages youths to explore new snacking categories.” 

An interesting trend highlighted in the report is the increasing involvement of children in snack decision-making, particularly in Hyderabad, where they account for 33% of choices. The report also provides city-wise data highlighting the prominence of youth-led snacking decisions across key cities in India, with Kolkata youths leading at 40%,  followed by Lucknow at 37%, Ahmedabad at 36%, Bangalore at 35%, and Mumbai at 34%. Delhi and Jaipur tie at 32%, while Pune and Chennai closely follow at 31% and 30%, respectively.

Commissioned by Godrej Yummiez, ‘STTEM – Safety, Technology, Taste, Ease & Mood Uplifter’ – The India Snacking Report (Volume I) was conducted by InQognito Insights. The study was conducted across North, South, West, and East regions and covered 10 cities like Mumbai, Pune, Ahmedabad, Delhi, Jaipur, Lucknow, Kolkata, Chennai, Hyderabad, and Bangalore. The report is available for download at  https://www.godrejyummiez.in/

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Crispy Fried Chicken and Crispy Chicken Bites become two fresh additions in Yummiez’s non-veg portfolio, having witnessed the launch of chicken sausage sachets, cocktail sausages, and prawns in the past year.   

As per a report released by Department of Animal Husbandry, Dairying & Fisheries in 2022, India’s chicken meat consumption is around 3 kg per person per year. The organised fried chicken category in India is estimated to be around INR 2,000 crore, growing anywhere between 15-20% per annum.

However, most consumers choose to enjoy fried chicken outside due to the hassle associated with cooking it at home and the inability to achieve recipe and taste matching restaurant-like fried chicken. Identifying this need gap, Godrej Yummiez is offering a ready-to-cook variant, bringing restaurant-like taste to home along with convenience and ease. The ready-to-cook fried chicken also offers more value to consumers.

Speaking on the launch of the new product, Abhay Parnerkar, Chief Executive Officer, Godrej Tyson Foods Limited, said, “Factors such as the rising popularity of ready-to-cook and value-added chicken products are driving up chicken consumption. Godrej Yummiez recognizes consumer preference and sensing the potential and the absence of hassle-free home options, we have introduced a ready-to-cook format of fried chicken that is super crunchy, tasty, and can be made within just five to seven minutes.”

He further added “Our unique advantage lies in our vertically integrated operations, where we breed organic-fed chicken on our own farms. The best-in-class practices from Farm-to-Fork ensure that the chicken on offer is high protein, tender and juicier, which can then be bought in various shapes and forms. This way we ensure there is complete control on the quality of chicken and consumers get only what we breed on our farms.”

Yummiez Crispy Fried Chicken and Yummiez Crispy Chicken Bites are made from tender, juicy and best quality chicken sourced directly from these farms. The chicken is 100% organic fed and maintains the highest standards of hygiene. Both the products are preservative-free since it is made using the IQF technology. This process involves unique flash freeze technology that allows freezing each product ensuring high quality standards in taste, texture, and food safety.

Crispy Fried Chicken is available in 425 gm bucket pack for INR 390 while Crispy Chicken Bites comes in 360 gm bucket pack for INR 360. Both the products are available across general trade, modern trade, and e-commerce platforms like Zepto, Blinkit and Swiggy Instamart.

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