Ready Meals Become a Growing Choice for Greek Consumers

Ready meals are becoming an increasingly common choice for Greek consumers, with households spending an average of €770 a year on prepared food, according to a nationwide survey by the Institute of Retail Consumer Goods (IELKA).

The survey shows that the proportion of consumers who buy ready-cooked meals from supermarkets has almost doubled over the past decade, rising from 16% in 2016 to 29% in 2026.

Greek supermarket chains have expanded their ready-meals sections, offering a wider range of products as they seek to meet consumers’ demand for convenient and affordable food in one place.

The strategy also aims to encourage consumers to visit supermarkets more frequently and spend more during each visit. Ready meals allow shoppers to buy a complete meal that they can consume immediately, turning supermarkets into hybrid retail spaces that combine food shopping with immediate consumption.

Lack of time drives demand

Convenience remains the main reason consumers choose ready meals.

According to the IELKA survey, 41% of consumers who buy ready food say they do so because they do not have enough time to cook. Another 19% consider cooking uneconomical when preparing food for only a few people.

Price and portion size also remain important considerations, particularly as households continue to watch their spending.

The changing demographics of Greek society have further strengthened demand. Smaller households, more women in employment and increasing urbanisation have created a greater need for convenient food options, according to Apostolos Petalas, general director of the Association of Supermarkets of Greece.

New dietary trends are also creating demand for more specialised ready meals, including high-protein, vegan and gluten-free options. Quick-commerce services and delivery platforms have further simplified the ordering and collection of prepared food.

Ready meals market exceeds €1 billion

The Greek ready-meals market has entered a period of significant growth, with further expansion expected in the coming years.

According to Petalas, the market generated more than €1 billion in turnover in 2025, recording annual growth of 3%.

Food producers and the wider supply chain have responded to rising demand, while supermarkets have allocated more shelf and refrigerated space to ready meals. Some chains have also begun working with chefs to develop their own brands.

The category has also benefited from a gradual easing of food prices. In August, supermarket food prices fell, with inflation reaching -0.15% compared with August 2025, according to Petalas.

He attributed the decline to the absence of price increases despite geopolitical developments and higher energy costs, lower prices for fruit, vegetables and fresh meat following favourable weather and more stable producer prices, and an agreement between industry, the supply chain and the government to contain prices during the summer.

However, continued geopolitical tensions and higher energy and packaging costs could trigger new price increases after October if conditions do not ease.

Greek households spend €770 a year

The IELKA survey, conducted among 800 consumers in June 2026, found that Greek households spend an average of €770 per year on ready food.

The findings also point to a significant shift in where consumers buy prepared meals. Supermarkets have almost doubled their share over the past decade, with 29% of consumers now buying ready-cooked food from them, compared with 16% in 2016.

At the same time, the proportion of consumers who never buy ready food has fallen from 45% in 2016 to 39% today, indicating that prepared meals have gained greater acceptance in everyday life.

Roast chicken, pastries, salads and ready-cooked dishes rank among the most popular choices.

Despite the market’s growth, ready food remains a relatively limited part of most consumers’ diets. Around 19% spend €11–€20 a week on it, while 11% spend €6–€10 and 7% spend up to €5.

Almost four in 10 consumers do not buy ready food at all, suggesting that prepared meals mainly complement rather than replace traditional home cooking.

Home cooking remains the preferred choice

The survey found that Greek consumers still consider home-cooked food superior, particularly because they regard it as tastier and healthier.

The main obstacle is not a lack of preference for home cooking, but a lack of time.

As the demands of modern life increase, more households are turning to quick and convenient food options. Ready meals are filling that gap while the traditional Greek home-cooked meal remains firmly at the centre of household eating habits.

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