The ready-to-eat category is growing steadily, yet dynamically. A multitude of factors drive this trend, with Generation Z serving as its main ambassadors. Greek cuisine is an essential player: ready meals with traditional recipes elevate the taste experience to a new level.
Article: Kyriaki Moustakidou
From the initial concept of Ready-to-Eat food to the modern variety of RTE solutions, years of innovative research and development have passed. The first cans, tentatively introduced in the early 19th century, gave way to home ready meals in the 1950s in the USA, marketed as TV dinner – “a convenience food you could eat while watching television”. Nowadays, Ready-to-Eat meals are an emerging global trend, as people look for maximum easiness regarding meal consumption without compromising quality or taste.
This shift in consumer behavior is evidently reflected in market data, highlighting how convenience has a powerful effect on purchasing decisions. Recent research, conducted and published by Circana, showcases the increasing popularity of RTE options in Europe. According to the report, 37% of the total amount spent on food and beverages last year was dedicated to “immediate consumption” products across both retail and food service channels. Once considered a minor option, this category has now become a real competitor across the broader F&B landscape.
The “why” behind the trend
The growing popularity of ready meals can be easily explained. Firstly, the driving factors behind consumer behavior have changed. Nowadays, most decisions are guided by convenience and cost, criteria that place RTE products in a superior position. As younger generations tend to move away from cooking as a daily habit or traditional ritual, ready meals become a competitive player in the modern food universe.
Besides the wallet-friendly aspect of ready meals, growth can also be seen as a result of the changes in household composition. People now are used to living alone rather than as members of extended families, making RTE solutions suitable for them. At the same time, these meals help reduce food waste by providing single portions, eliminating the need to cook large quantities that might end up in landfill.
Moreover, even those who enjoy cooking at home and consider it a relaxing activity often see their plans altered by the fast pace of everyday life. Whether at the office or commuting, people seek alternative choices beyond a simple snack. They want the opportunity to enjoy a proper on-the-go meal, without having to dedicate hours to its preparation.
Gen Z leads the way
Gen Zers, people born between the mid-1990s to around 2010, have been heavily criticized for being unwilling to grow up, lazy, or even coddled. Nevertheless, they belong to a generation that values speed and pragmatism as much as self-care and authenticity.
From that perspective, it comes as no surprise that Gen Z has a growing appetite for healthy food. According to the latest annual report by McKinsey & Company and pan-European trade confederation EuroCommerce, Generation Z shows the highest intent (45%) to focus on healthy nutrition compared to other age groups, younger or older than them.
The same report, which examines the supermarket sector and the trends that will emerge in 2025 and beyond, states that 77% of Gen Z consumers buy ready meals at least once a week. These statistics combined are quite self-explanatory as to why the ready-to-heat-and-eat category of meals no longer includes only frozen pizzas and chicken nuggets but also cooked vegetables, legumes and soups. One might say that Gen Zers have set the tone for a complete transformation of these products’ future on a global scale.
Greek Cuisine in RTE options
Totally aligned with the Mediterranean diet, Greek cuisine naturally fits into this trend. Indeed, this has been the case: several Greek companies grabbed the opportunity within this market and invested to establish a strong presence.
The numbers confirm their choice. Over the two-year period from 2022 to 2024, the size of the Greek heat-and-eat product market grew by nearly 22%, reaching a turnover of €118.75 million last year. Driven by this fact, Greek companies are expanding their portfolios, experimenting, and launching ready meals made with high-quality ingredients and crafted with a creative touch.
