Busy lifestyles are reshaping eating habits in Greece, with four in 10 consumers choosing ready-made meals because they simply do not have time to cook, according to a nationwide survey by the Institute of Retail Consumer Goods Research (IELKA).
The findings suggest that prepared food has become a regular part of household routines rather than an occasional convenience. On average, Greek households now spend 14.79 euros per week, or roughly 770 euros annually, on ready-cooked meals.
Supermarkets have emerged as major beneficiaries of this shift. Over the past decade, they have nearly doubled their share of the ready-meal market, accounting for 29% of consumer purchases, up from 16% ten years ago. The increase reflects significant investment by major retail chains in prepared-food counters, placing them in direct competition with restaurants and takeaway outlets.
The survey, conducted in June 2026 among 800 consumers across Greece, found that supermarket offerings such as rotisserie chicken, pastries, salads and ready-cooked dishes have achieved widespread acceptance as retailers continue to expand their range.
Despite the market’s rapid growth, ready meals remain primarily a supplement to home cooking rather than a replacement. While 39% of respondents said they never buy prepared food, most of those who do spend relatively modest amounts: 19% spend between 11 euros and 20 euros per week, 11% spend 6–10 euros, and 7% spend up to 5 euros.
Consumers overwhelmingly view ready meals as a practical solution to time constraints rather than a preferred alternative. Although convenience is the main driver of demand, many also associate prepared food with social occasions or an occasional treat.
Even so, the survey highlights the enduring appeal of home-cooked meals. Most respondents continue to believe that food prepared at home is both healthier and tastier, underscoring that the rise of ready meals reflects changing lifestyles more than changing preferences.
