Frozen food in the Indian kitchen is no longer just an emergency or party necessity. Products like burger patties, nuggets, momos and kebabs are fast becoming a part of everyday food. According to Market Research Future, the country’s frozen food market is expected to grow by more than 14% every year in the next 10 years. Changing lifestyle, increasing number of working women and expansion of quick commerce – these three forces together are taking this market to the next phase. Companies like ITC MasterChef, McCain and LT Foods are investing heavily in new products, cold chain infrastructure and digital channels. People like home food and do not want the hassle of preparation. Frozen food category is currently growing at the rate of about 13% annually. The speed of frozen snacks prepared in it is much faster than traditional frozen vegetables, like peas and corn. According to Rishabh Jain, managing director of Alvarez & Marsal India, customers want food that is freshly cooked at home, but without the hassle of preparation. That is why products like nuggets, fries and momos are selling the fastest. In these, the final cooking work is done by the customer himself. Know the four big reasons for the increasing popularity of frozen food. 1. Changed lifestyle – Increasing income, busy routine, increasing number of working women have changed their daily meal planning. 2. Air Fryer Culture – Providing a restaurant-like experience at home, air fryers have opened new doors to the consumption of frozen snacks. 3. Quick commerce reach – Platforms like Swiggy, Instamart, Blinkit are delivering frozen products to young buyers within minutes. 4. Beyond just snacking – ITC MasterChef says – Frozen food is no longer just snacking, it is becoming a part of lunch-dinner. The company’s big offerings – from after-school snacking to biryani kits ITC MasterChef – Onion Rings, Peri-Peri Prawns, Falafel Kebab, Sabudana Tikki; IQF (Individually Quick Freezing) Technology. McCain Foods India – Exclusive products for air fryer; After-school snacking and mini meal segments. LT Foods (Feast) – Biryani Kit, Thai Green Curry Rice Kit, Kappa Rice; More than 45% growth annually from digital channels. Expensive Cold Chain from Factory to Retail Shelf The frozen food market is certainly lucrative, but making a profit is not easy. Maintaining an uninterrupted cold chain from factory to retail shelf is very expensive. According to Rishabh Jain, success in this segment will depend on the extent to which companies are able to strike a balance between the cost of distribution and affordable pricing. It is important to constantly introduce new products because people quickly get bored of the same type of food.
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Frozen foods are rapidly making place in the kitchen: Burger patties, nuggets, momos and kebabs are now a part of our lunch-dinner; Annual growth 14.5%
