Busy daily routines are pushing a growing share of Greek households toward prepared meals. According to research by the Institute of Consumer Goods Retail Research (IELKA), four in ten consumers buy ready-to-eat meals primarily because they lack time to cook.
A Growing Habit, Not a Replacement
The study — conducted in June 2026 across a nationally representative sample of 800 consumers — confirms that purchasing prepared food has become a regular habit for many Greek households. Yet it does not replace the central role of home-cooked meals.
The research examines spending patterns, purchase channels, motivations, consumer attitudes, and evaluations of prepared meal options available in supermarkets.
Supermarkets Gain Ground
Supermarkets have nearly doubled their share of the prepared meal market over the past decade — rising from 16% in 2016 to 29% today. This shift reflects a broader move toward organized retail chains, which have significantly invested in expanding their ready-meal offerings in recent years.
Meanwhile, the share of consumers who say they never buy prepared meals has fallen — from 45% in 2016 to 39% today — further confirming the category’s gradual integration into everyday Greek life.
Time Pressure Drives Demand
For 41% of buyers, the top reason is simply lack of time to cook. While consumers are increasingly familiar with supermarket prepared meals, most still view them as a convenient supplement — not a substitute — for home cooking.
Spending Patterns
The average weekly household expenditure on prepared meals stands at €14.79 — amounting to roughly €770 per year. Among those who do buy such meals, most spend modestly: 19% spend €11–€20 weekly, 11% spend €6–€10, and 7% spend up to €5. Only a small fraction reports higher weekly spending.
These figures suggest that prepared meals serve mainly as an occasional convenience — not a primary dietary solution — for most Greek households.