Rethinking Convenience: the Rise of Ready to Eat Foods

More and more consumers are now looking for convenience when it comes to meals: the frenetic, dynamic lifestyle of many has led to a preference for ready meals that require minimum preparation. In 2022, Europe established itself as the leading market in the segment of ready meals, accounting for 45% of global product launches.

At present, the growth rate in the sector varies by region: in 2024, there was a slight drop in the US due to economic instability, while China is expanding rapidly, followed by India, South Korea, Brazil, and Thailand. Also in Italy, which is historically associated with genuine food prepared ‘from scratch’, we are now seeing a gradual trend towards ready meals.

According to a survey conducted by Circana, the ready to eat retail sector accounts for 3.5% of the total food service market, which is equal to an absolute value of 2.5 billion euro and has grown by 15.3% compared to 2017. This figure is still lower than the European average (5.5%), with France (6.8%), the UK (6.6%), and Germany (5.8%) in the lead. In spite of a lower percentage (4.2%), the most significant growth in recent years was recorded by Spain, with a rise of +20.7%.

But what factors are driving consumers to prefer ready meals? And what are the critical issues faced by companies?

A closer look at today’s consumer

The growing popularity of ready meals addresses a genuine need: to save time without compromising on tasty, nutritional balance, and convenience. In a world where time is a rare commodity, such products are an effective solution for people who have a fast-paced lifestyle but would still like to enjoy tasty, healthy meals that can be easily prepared or simply reheated.

According to the study PwC’s Voice of the Consumer 2025, which was conducted on 20,000 consumers worldwide, 38% of those asked purchase ready-prepared food at least once a week. At the same time, 34% opt for takeaway meals delivered to their doorstep. The demand for fast, practical meal solutions is being driven mostly by the younger generations.

That said, consumers also pay attention to critical aspects, which are reflected in their purchases. According to the Food Standards Agency, 87% of those asked point to the cost of food as their main concern, followed by ultra-processed products (78%) and by the desire to maintain a healthy diet (72%).

Key driver of ready to eat meals

Mintel has explored the ready meal sector, highlighting three main drivers for consumers:

• Exploring new flavours and cuisines: ready meals offer the chance to discover new culinary traditions without the need to dine out or spend time in elaborate food preparations. In the UK, for example, almost half of consumers use ready meals to explore cuisines from around the world.
• Convenience: ready meals represent a more affordable alternative to eating away from home: practical, quick and of a consistently higher quality, they deliver a restaurant‑quality dining experience at a fraction of the cost.
• Health and nutrition: in line with post-Covid trends, more and more attention is being paid to the information on the label. As a lack of time is one of the main obstacles in the way of a healthy diet, consumers expect ready meals to meet nutritional needs as well, using simple ingredients and reassuring claims when it comes to health. That said, there is still a key challenge: for example, 44% of consumers in the UK believe that ready meals are not healthy enough for regular consumption.

This discrepancy between the desire to use a product and how it is perceived poses a major challenge for companies in the sector. With widespread consumption, brands need to align their offerings and all forms of communication, including advertising and labelling, with new consumer expectations.

The trends analysed suggest that consumers now expect more and more from ready meals: they must not only be practical, but also varied, nutritionally balanced, and affordable. In this context, experimentation and innovation will continue to play a key role both in newcomers to the sector and well-established brands.