The study shows that the traditional glass of milk has been blended into cold brews, smoothies, badam milk, cereal bowls, and protein shakes. Among those who consume milk, 58% say they consume flavoured milk such as kesar or badam milk most of the time, while 51% blend it into smoothies for an energising drink

When it comes to beverages, milk remains the backbone of India’s most beloved ritual, tea and coffee, with 59% of consumers preferring to consume milk through their “doodh ki chai–coffee”. Milk also becomes celebratory during festivals, with 41% of Indians choosing flavoured milk as a drink for festivals & special occasions as their go-to refreshment.

Nostalgia continues to define India’s connection with milk, with 52% Indians gravitating towards plain milk because of childhood nostalgia. The study shows that across respondents, milk memories are rooted in growing-up rituals; 49% associate milk with before-school snacks, 43% recall Bedtime rituals or late-night flavoured milk treats, 41% remember doodh roti or milk with chapati, and 45% recall being given milk as a substitute when elders drank tea. The findings clearly show that milk still stands in for comfort, care, and the feeling of home.

Other findings from the survey call for action to increase milk consumption amongst kids for stronger bones. A striking 64% of the Indian parents surveyed believe that their child may have lower bone density due to reduced milk consumption compared to their own childhood.  54% of these respondents also feel that their child’s physical growth is slower compared to their own growth at their age, which could be the result of less milk consumption.

In response, milk becomes a non-negotiable. Among parents who give milk to their children:

• 73% say they rely on milk for calcium,
• 62% say it helps them maintain protein intake,
• 60% connect it with fitness and weight management, and
• 62% believe milk gives their child energy through the day.

This mix of concern and reliance shows that milk remains one of the most trusted levers for parents navigating modern lifestyles.

Branded milk wins on trust, hygiene, and consistency

The study also reveals a clear tilt towards branded dairy with 64% of Indians stating that their household usually buys branded animal-based milk, compared to 21% who typically buy unbranded loose milk. Branded plant-based options like almond or soy milk are present but niche, at around 12%.

Among those who choose branded milk, the top reasons are:

• Trusted brand quality (60%),
• Consistent taste and texture (48%),and
• Convenience and easy availability (46%)

Reinforcing this, 71% of respondents say milk hygiene is “extremely important” when making a purchase decision, showing how central safety and trust are to the modern milk basket.

Commenting on the findings, Shantanu Raj, Head of Marketing, Godrej Jersey, said, “This study clearly indicates that milk is not leaving the table, it is just changing its glass. The data reflects both legacy and evolution, 67% of Indians still enjoy milk most often through tea, reinforcing milk’s deep cultural roots, while 44% now bring milk into their day through protein shakes, signalling a new fitness-driven ritual. For a brand like Godrej Jersey, this is both a responsibility and an opportunity. The evolving demand for higher-protein and fortified dairy formats is a powerful signal of where the market is headed. We are investing in this space thoughtfully from protein-enriched milk beverages to fortified dairy innovations. Our ambition is to ensure that consumers never have to choose between taste, convenience, and nutrition, and to play a constructive role in shaping a more nutritionally progressive India.”

Even when not consumed as a drink, dairy continues to dominate the Indian plate. The study finds that dahi (80%), paneer (76%), and butter (74%) remain household staples, underlining how strongly dairy is woven into India’s every meal and mood.

As India continues to evolve in taste and lifestyle, the findings underline that milk remains central to both nutrition and emotion. Whether it appears in a steel glass, a protein shaker, or a chai cup, it continues to anchor health, culture and comfort across generations. With the release of this study on National Milk Day, Godrej Jersey reinforces its commitment to understanding the future of dairy in India. 

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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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