Additionally, traditional markets are considered the freshest source for foods. Indians have a strong preference for freshly prepared foods, and most have a definite prejudice against packaged, branded, or processed foods, believing them to be lower in flavor and nutrients. Many households will not even reheat foods, and make only enough for one meal. This is mainly to avoid waste, but also to ensure freshness since refrigeration is available only in wealthier households. However, with urbanization, rising incomes, more working women, the arrival of large food multinationals, and a proliferation of fast food outlets, acceptance of packaged food products is increasing.