Survey Conducted By Godrej Appliances
Press Release
Saturday, May 19 | 12:11 PM
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Mumbai : More than a quarter (26 percent) of Indian millennials between the age group of 17 – 30 confess to regularly raiding the fridge to satiate their midnight hunger pangs. This, along with several other revelations, was thrown up by a light-hearted survey conducted by Godrej Appliances on ‘Indian Refrigerator Behavior’.

Kamal Nandi, Business Head and EVP, Godrej Appliances, said, “The Indian consumers are evolving in sync with their consumption habits. This survey has thrown various interesting insights about how Indians across age groups are approaching their refrigerators and what they expect. The fridge contents appear to be close to the heart of many Indians. While many millennials fell under the ‘Fridge Raider’ category, reflecting their indulgent and impulsive attitudes, respondents between the ages of 30 – 40 years largely fell in the ‘Fridge Spartan’ category, reflecting their minimalistic sides. In addition, the findings revealed other interesting relationships and attitudes related to this most omnipresent household appliance.”

Renowned Dietician, Indrayani Pawar of Hinduja Healthcare Surgical, while explaining young Fridge Raiders says, “Rightly described as passionate and impulsive, raiders are passionate about food as well, a common trait amongst today’s millennials. Hunger isn’t really an impulse for them. They always have an urge and a craving to eat something interesting. Hence, their fridge is their companion, storing all their secret food items, right from chocolates, pastries, nuts, ready to drink fruit juices, flavored yoghurts, variety of cheese and ice creams (for late night snacks).”

The ‘Fridge Obsessives’ are those who keep their refrigerators neat, orderly, organised and constantly refreshed. About 60 per cent of the respondents in the 30 – 40 years and 40 – 60 years age groups remember every item stocked in their fridge. Around 35 per cent of them further would feel restless if they didn’t change the contents of their refrigerators every day.

The survey also revealed the Indian ‘hedonistic' streak when it comes to the contents of the fridge with 37 percent of the respondents falling under the category. ‘Fridge Hedonists’ are generally the one who do not need much excuse for a party, and the fridge is permanently stocked for the eventuality. Beer proved to be the most popular item among the 17 to 30-year olds while a quarter of those in the 60 years and older age group showed a preference for wine. Ice-cream was a common choice across all age groups while those in 30 to 40 years age group preferred sweets the most.

As you have the ‘Fridge Obsessives’ on the one hand, you’ve also got the ‘Fridge Negligents’. Unsurprisingly, half those in the younger age groups (17-30 years) said they didn’t wipe their food items clean before storing them.

Meanwhile, those in the 30-40 years age group mainly fell into the ‘Fridge Spartan’ category. These are people with minimalist tendencies, not keen on excess, whose refrigerators are only stocked with the bare minimum essentials. They don’t store food in their fridge for longer than a day and always empty their fridge before leaving for a holiday.

Dr. Anil Ballani, Consultant Physician and Cardiologist, Hinduja Healthcare Surgical, says, “This age group showcases maturity. They are usually good planners and take calculative decisions.”
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