The popularity of ready-to-eat meal options is increasing, particularly among younger consumers in Europe. According to a recent McKinsey survey, 77% of Gen Z and 72% of millennial consumers buy ready-to-eat food at least once a month. Older consumers also purchase ready-to-eat meals, but they do so less frequently. With fewer consumers cooking themselves, grocery stores are attempting to compete with restaurants and food delivery services by offering ready to-eat and easy to prepare meals.
Source: McKinsey May 2025