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 ready meals market is in excellent health and constantly evolving. This is helped by its ability to adapt to consumer demands and trends, with ever-new and tasty recipes just like those in a restaurant, without neglecting attention to nutritional balance.

In the year ending 24 May 2026, the sector (NIQ data: total Italy, Hypermarkets+Supermarkets+Free-service stores+Discount) 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 intensity rising to 16,2% by volume, highlighting increased competition on shelves, also confirmed by the 3,3% increase in assortment (33,2 average references per point of sale).

Geographical areas and distribution channels

Looking at the geographical detail, Area 85,1, while remaining the leading catchment area with more than 2,6% million euros, shows modest growth of +0,9%, indicating a market in a mature phase. Area 2 is more dynamic, reaching 83,5 million euros with +2,5%. The trend accelerates further in Central-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 findings. 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 this, the supermarket channel is confirmed as the true engine of the sector. At 131 million euros and with an increase of 2,9%, it represents the largest share and one of the most dynamic, benefiting both from good promotional activity (16,8% by volume) and a rich assortment (46 average references per point of sale, +3,3%). Hypermarkets show a more moderate but nevertheless positive trend (+2,4% by value, for 76,5 million euros), while self-service stores remain substantially stable (+0,5% by value, at 30,7 million), highlighting certain structural difficulties linked to the format. The discount channel plays a more interesting role, reaching millions of euros with value growth. The sector is therefore also gaining ground in this channel, as also demonstrated by the increase in the average number of references (+2,1%).»

Segment performance

Looking at the composition of the market by segment, it is clear that the ready meals sector is undergoing a phase of reorganisation, in which the resilience, or in some cases contraction, of the more traditional segments contrasts with strong expansion in the more modern and versatile components. «The dominant segment remains first courses – Matteo Diaferio continues – which, at 197,5 million euros, still represents more than 61% of the market, but shows clear signs of fatigue: turnover falls by 0,8%, with volumes standing at around 22,6 million (-0,8%). This is a structural contraction affecting the main types across the board. In particular, soups and purées weigh heavily, falling to 42,2 million euros with a collapse of 9,8% and volumes down by almost 9%, as do risottos, also down 3,8%, reaching 56,8 million euros despite good promotional activity (21%), up on 2025. Pasta is also among the sub-segments undergoing contraction: although it accounts for only 0,3% of turnover, it records a marked reduction both in terms of turnover (-12,4%) and volumes (-6,8%). All three sub-segments are undergoing shelf rationalisation, with average assortment decreasing. Within first courses, however, there are also signs of discontinuity: foreign specialities grow by 4,6% to reach 87,6 million euros, with even stronger momentum in volumes (+10,5%), highlighting a shift in consumption towards innovative or international offerings at the expense of more traditional references. This is also due to promotional pressure of around 18%, up 1,2%, and an average number of references that increases by more than 11%, rising 9,4 to 10,5». Alongside a first-course segment in difficulty, the scope of other ready meals is 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 a positive trend by value (+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 true engine of market development. Turnover in this segment leaps to 39,1 million euros, up 15,6%, with volumes accelerating even more markedly (+21,2%). The picture concludes with an increasingly strong shelf presence: although average references are around 3, they increase by 11%. Expansion is driven above all by the other side dishes sub-segment (for example, pre-cooked vegetables), which grows in value at rates of around 45%, indicating an evolution in consumption towards solutions with a high service content. It is no coincidence that average prices are also falling here (-7,4% by volume), also thanks to more aggressive promotional leverage (+2,7%) and an assortment that has grown by almost 7%. Conversely, the ready meals replacing animal proteins sector 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 about 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.