Lack of time and rising restaurant prices are driving more consumers to buy ready meals from supermarket chains, according to a report by Kathimerini.
The selection now goes well beyond roast chickens, the product that first established the category at AB Vassilopoulos. Supermarkets now offer everything from pre-cooked and pre-fried meals to traditional dishes, ethnic cuisine and vegan options.
According to the Institute of Retail Consumer Goods Research (IELKA), supermarkets have nearly doubled their share of the ready-meal market over the past decade, increasing it to 29% from 16% in 2016.
A notable example is Greece’s largest supermarket chain, Sklavenitis, which has opened ready-meal stores in Syntagma, Marousi, Ambelokipi and Koukaki.
A notable example is Greece’s largest supermarket chain, Sklavenitis, which has launched a standalone chain of ready-meal stores under the Sklavenitis Food to Go brand. The first four stores are located in Syntagma and Marousi, mainly targeting office workers, in Ambelokipi, near Hippokrateio Hospital, serving both hospital staff and patients’ companions, and in Koukaki, targeting tourists staying in Airbnb accommodation.
The growing demand for ready meals reflects a trend already well established in other countries, suggesting the category also has strong growth potential in Greece. According to a McKinsey & Company survey conducted for EuroCommerce, 47% of Gen Z consumers buy ready meals at least once a week, while 35% buy them one to three times a month.
Source: Kathimerini
What is fyi.news?
