Consumer adoption of frozen food products in Uttarakhand, India during COVID-19 pandemic

Safety and quality are of extreme importance along with abundance of time availability owing to work-from-home scenario. Consumers are now ready to experiment with the new types of food products. Authors have attempted to determine percentage of consumers with respect to adoption of frozen food products in this work. The study analyses socio-demographic characteristics and understand perception with respect to adoption of frozen food products. The findings of study indicate that of the respondents, 31% were categorised as early adopters, 23% as late adopters and 46% as non-adopters of frozen food products. Early adopters perceived frozen food products to be value for money, had trust on quality, safety and brand, and also found it tasty. The overall analysis leads to a better understanding of consumer adoption towards frozen food with special reference to quality and safety.