Across many Indian households, refrigerators are filled with vegetables and grains bought at the weekend, yet by midweek, food delivery drivers continued to arrive with meals such as biryani, paneer butter masala or naan. Research conducted by VegOut suggested this pattern was shaped less by convenience or indifference and more by the psychology of daily decision-making.
The report indicated that grocery shopping frequently reflected expectations of a more organised and health-conscious lifestyle. This was linked to what behavioural scientists referred to as the “planning fallacy”, where individuals misjudged the effort required to prepare meals.
Items such as spinach for parathas or quinoa for salads were purchased with enthusiasm, but by the middle of the week those intentions often gave way to simpler options. The study pointed out that many consumers stocked their kitchens with “aspirational” ingredients, yet turned to takeaway meals once fatigue set in.
According to the findings, adults make hundreds of food-related choices each day. By evening, deciding what to cook could feel like an additional burden. The report noted that although browsing menus on applications such as Swiggy or Zomato was equally time-consuming, it was often experienced as lighter and less demanding compared with chopping and preparing ingredients at home. Psychologists described this as a shift in the type of decision-making people were willing to tolerate, rather than an escape from making choices altogether.
VegOut also highlighted perfectionism as a barrier to cooking. Many people were reluctant to cook not because of a lack of skill, but because of concerns about producing meals that did not meet their own standards. The wish to replicate restaurant-style food could lead to avoidance, with some opting for delivery instead. The report observed that younger consumers, influenced by social media presentation, often considered basic home-cooked dishes insufficient.
The study explained that shopping lists often reflected a promise to a “future self” imagined as more disciplined or patient. However, the motivation present at the weekend rarely matched the level of energy and time available at the end of the working week. As a result, vegetables such as bitter gourd or bottle gourd went unused while pizzas, rolls or momos were frequently ordered.
The research also pointed to the emotional context of eating habits. Grocery shopping tended to occur during periods of rest or leisure, while ordering food was often associated with stress or tiredness after work or commuting. In these situations, food delivery was used as a form of comfort or reward rather than simply nourishment.
VegOut concluded that the tendency to leave food unused while relying on delivery services was not a matter of failure or indiscipline. Instead, it reflected the influence of psychology on food behaviour. The report described refrigerators full of “hopeful groceries” as evidence of aspiration, while ordering food was explained as a practical response to present circumstances. It added that for many Indians balancing professional schedules, family responsibilities and the convenience of delivery platforms, the gap between these two states was widening.
Discover the latest Business News, Sensex, and Nifty updates. Obtain Personal Finance insights, tax queries, and expert opinions on Moneycontrol or download the Moneycontrol App to stay updated!
