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If your refrigerator is spotless, you change the contents everyday, know exactly what’s inside, and are particular the containers are stacked sizewise. Does that mean you are obsessive-compulsive? Very likely – ,you will be difficult to live with and you need counselling, says a piece of research by Godrej Appliances, which came along with experts’ interpretations of fridge user types.
Indian consumers are ‘fridge obsessives’, says this “light-hearted” study. Over half (53 per cent) the respondents know precisely what their fridge contains, and about a fifth of them would suffer sleepless nights if its contents were not refreshed everyday. Forty-four per cent – the ‘fridge spartans’ – empty and clean the fridge before going on vacation, and as many wipe and clean food items before putting them in the fridge.
Forty-five per cent are unaware of what goes on in their fridge and two-fifths of them cannot recall when they last changed the contents. “Food preservation is one area where much work needs to be done,” says Kamal Nandi, Business Head & EVP, Godrej Appliances. On other trends in technology and design, he says there is a spurt in the consumption of frozen food, which may raise demand for bigger freezers.
Inverter compressors, which are energy-efficient, have become a hygiene feature. Sales of bottom-mounted refrigerators have picked up only in the last 2-3 years as Indians, especially the vegetarians, have realised they don’t have to bend so often if the freezer is in the lower portion of the fridge.
Florals rule Floral designs in various colours are in vogue. An earlier preference was for wine-coloured blooms but, of late, indigo, cocoa and violet have become popular. Another design-related trend is glass doors, to give the fridges a premium look, says Nandi. Refrigerators is the category with the greatest penetration in appliances. This sector grew by 10 per cent over the previous year, fuelled primarily by double digit growth of direct cool refrigerators. This segment contributes around 77 per cent to the sales volume.
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