Greeks Are Turning Their Backs on Homemade Food

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In a notable transformation of culinary habits, Greeks are increasingly turning to ready-made meals and embracing 'eatertainment', marking a significant departure from traditional homemade cooking.

The ready meals market in Greece has surged past 500 million euros annually, reflecting a seismic shift in consumer behaviour. Convenience, speed, and changing dietary habits, including 'flexitarianism' and wellness concerns, are reshaping the gastronomic landscape. This trend is predominantly driven by Gen Z-ers, Zillennials, and Millennials, who prioritise sustainability and smart resource management.

Major supermarket chains prominently feature ready-to-eat food sections, offering a diverse array of traditional dishes, vegetarian options, and gourmet delicacies like sushi. Renowned chefs, including Akis Petretzikis, collaborate with retailers to ensure the quality and taste of these products.

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Large-scale investments underscore this market's growth trajectory. The Sklavenitis Group, for instance, is constructing a state-of-the-art ready-to-eat meal preparation facility, reflecting the industry's commitment to meeting evolving consumer demands.

Domestic food industry giants such as Yfantis, Nikas, and Barba-Stathis have also entered the ready meals market, eyeing a slice of the annual revenue exceeding EUR 500 million.

Frozen foods dominate the market, comprising nearly half of all sales, followed by canned and refrigerated options. The popularity of ready meals is attributed to their affordability, convenience, and portion control, reducing food waste.

Moreover, the rise of single-person households and a shift towards healthier eating habits fuel demand for ready meals with reduced salt, sugar, and saturated fats.

According to Statista, the pan-European ready meals sector is projected to reach USD 89.48 billion by 2024, with a steady annual growth rate.

Simultaneously, eatertainment is flourishing in Greece, with nearly 80% of young adults dining out regularly. Takeaway food purchases are also prevalent, particularly among Gen Z-ers and Millennials, facilitated by online delivery platforms and enticing promotions.

The overall Greek food market is on track to reach close to €10 billion, indicating a profound transformation in culinary preferences and dining habits. This shift underscores the dynamic nature of the Greek food industry and its alignment with evolving consumer lifestyles.

(Source: To Vima)

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