Ready meals: new recipes, taste and health in just a few minutes

From first courses to main courses and from side dishes to soups, the market for ready meals is in excellent health and constantly evolving. Thanks in part to its ability to adapt to consumer demands and trends, with ever-new and tasty recipes like those served in restaurants, while not overlooking attention to nutritional balance.

In the year ending 24 May 2026, the sector (NIQ data: total Italy, Hypermarkets+Supermarkets+Free-service stores+Discount stores) confirms a solid growth path and reaches a turnover of almost 323,3 million euros, up 2,5% on the previous year. This dynamic also extends to quantities sold, with volumes increasing by 2,2% to reach almost 43,3 million kilograms, signalling a sector undergoing genuine expansion, rather than growth driven by inflation. Average prices are in fact substantially stable: 7,47 euros per kilo (+0,3%) and 1,71 euros per pack (+1,4%). At the same time, promotional activity is strengthening, with promotional intensity rising to 16,2% by volume, highlighting increased competition on the shelves, also confirmed by the 3,3% increase in assortment (33,2 average listings per store).

Geographical areas and distribution channels

Looking at the geographical details, Area 85,1, while remaining the leading catchment area with more than 2,6% million euros, shows modest growth of +0,9%, indicating that the market is entering a mature phase. Area 2, on the other hand, is more dynamic, reaching 83,5 million euros with +2,5%. The trend accelerates further in Central and Southern Italy: Area 3 grows by 3,1%, reaching 71,2 million euros, while Area 4 records the most dynamic performance with +4,8%, reaching 57,7 million. «From the point of view of distribution channels – explains Matteo Diaferio of NIQ – growth appears widespread, but with some significant indications. Modern distribution as a whole generates 238,2 million euros, around three quarters of the market, with growth in line with the total (+2,4%). Within it, the supermarket channel is confirmed as the sector’s real driving force. With 131 million euros and an increase of 2,9%, it represents the largest share and one of the most dynamic, benefiting from both strong promotional activity (16,8% by volume) and a rich assortment (46 average listings per store, +3,3%). Hypermarkets show a more moderate but still positive trend (+2,4% by value for 76,5 million euros), while free-service stores remain substantially stable (+0,5% by value, with 30,7 million), highlighting certain structural difficulties linked to the format. The role of the discount channel is more interesting, reaching the same million-euro amount, with the same value growth. The sector is therefore also gaining space in this channel, as demonstrated by the increase in the average number of listings (+2,1%)».

Segment performance

Looking at the market composition by segment, it emerges that the ready-meals sector is undergoing a period of reorganisation, in which the resilience, or in some cases contraction, of the more traditional segments is contrasted by strong expansion in the more modern and versatile components. «The dominant segment remains that of first courses – Matteo Diaferio continues – which, at 197,5 million euros, still represents more than 61% of the market, but shows clear signs of strain: turnover falls by 0,8%, with volumes standing at around 22,6 million (-0,8%). This is a structural contraction affecting the main product types across the board. In particular, soups and purées weigh heavily, falling to 42,2 million euros with a 9,8% collapse and volumes down by almost 9%, while risottos are also down by 3,8%, reaching 56,8 million euros despite good promotional activity (21%), up on 2025. Pasta is also among the contracting subsegments: although it accounts for only 0,3% of turnover, it records a marked reduction both in turnover (-12,4%) and volumes (-6,8%). All three subsegments are undergoing shelf rationalisation, with the average assortment shrinking. Within first courses, however, there are also signs of change: international specialities grow by 4,6% to reach 87,6 million euros, with even more pronounced volume growth (+10,5%), highlighting a shift in consumption towards innovative or international offerings at the expense of more traditional listings. This is also due to promotional pressure of around 18%, up 1,2%, and an average number of listings that increases by more than 11%, rising from 9,4 to 10,5». Alongside a struggling first-course segment, the scope of other ready meals is instead strengthening, reaching 79,5 million euros, with value growth of 6,9% and volumes remaining flat (13,7 million kilograms, +0,6%). Here, the main driver is ready-made appetisers and salads, which rise to more than 57,2 million euros (+8,7%), supported by volume growth (+4,5%). Main courses show positive value performance (+3,8% by value and -1,9% by volume), despite having one of the highest prices in the entire category (3,16 euros per pack, +8,2%). The most significant phenomenon in the sector, however, remains that of side dishes, the real driving force behind market development. Turnover in this segment leaps to 39,1 million euros, up 15,6%, with volumes accelerating even more sharply (+21,2%). The picture is rounded off by an increasingly extensive shelf presence: although the average number of listings is approximately 3, it increases by 11%. Expansion is driven above all by the other side dishes subsegment (for example, pre-cooked vegetables), which grows in value at rates of around 45%, indicating an evolution in consumption towards solutions offering a high level of convenience. It is no coincidence that average prices are also falling here (-7,4% by volume), partly thanks to more aggressive promotional activity (+2,7%) and an assortment that has grown by almost 7%. Conversely, the sector of ready meals replacing animal proteins is experiencing serious difficulties: value falls to 7,2 million euros, down 12,4%, accompanied by a similar contraction in quantities (-10,1%). This is therefore a significant downsizing affecting all areas and channels, following the boom phase of the previous year, when it was growing at double-digit rates.

Read more in DM Magazine July–August 2026

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.