Ready meals continued to see strong current value and volume growth in 2019. Along with the healthier eating trend, prepared salads saw the fastest growth, despite fierce competition from fresh vegetables.
Supermarket ready meals are gaining ground and competing with other dining options, in line with international developments. In particular, the highest sales in 2019 were recorded by frozen ready meals, with consumers tending to buy them from supermarkets.
In recent years, there was a tendency for Greeks to pay more attention to the nutritional value of meals. This trend has also trickled down to ready meals, in which preferences and demands have changed.
Local player Barba Stathis continued to lead ready meals in value terms in 2019, due to the combined shares of its Uncle Stathis and Chrisi Zimi brands. Both benefit from strong consumer acceptance and widespread distribution, as well as continuous promotional support, which includes mass media advertising.
Most players which are active in ready meals now use social media as a marketing tool, whilst many companies are also tapping into the growing popularity of food bloggers and celebrity chefs. In particular, Evoiki Zimi uses chef Dina Nikolaou for endorsement, whilst also focusing on the development of its online profile, featuring a dynamic website along with a strong social media presence, with the company organising numerous competitions.
Marathos is the only company that sells meal kits in Athens. It is confident that it will perform well, despite the fact that Greek consumers are still very traditional.
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This industry report originates from Passport, our Packaged Food market research database.