Greece: Ready-to-eat meal market share nearly doubles

Consumer dietary habits in Greece are shifting significantly toward ready-to-eat meals as traditional home cooking declines. Data from the Institute of Retail Research on Consumer Goods (IELKA) indicates that the market share of ready-to-eat food in supermarket 'hot corners' has nearly doubled over the last decade, rising from 16% to 29%.

This trend is driven by time constraints and the prevalence of smaller households. On average, Greek consumers spend approximately 14.79 euros per week on ready-to-eat meals purchased exclusively from supermarkets, totaling about 770 euros annually. This figure does not include expenditures on food delivery services or restaurants.

Spending patterns vary among consumers: 19% of those purchasing ready meals spend between 11 and 20 euros weekly, while 25% spend between 21 and 100 euros per week. Conversely, the proportion of Greeks who do not purchase ready meals at all has decreased from 45% a decade ago to 39% today. Retailers are responding to this demand by expanding their product variety, including items such as roasted chicken, pies, salads, and prepared dishes.