As economic pressures continue to shape how people shop and eat, convenience is climbing to the top of consumers’ priority lists, especially in the grocery aisle. Prepared foods are quickly becoming a go-to solution for time-strapped shoppers looking for quick, affordable alternatives to restaurant dining. To better understand this shift, SMG surveyed consumers about their ready-to-eat meal habits and preferences.
Nearly half of those surveyed say they plan to purchase ready-to-eat meals more often over the next six months. And with 62% citing convenience and speed as the key benefits, it’s clear that prepared foods aren’t just a passing trend.
Purchase frequency for prepared meals
Ready-to-eat meals aren’t just a fallback option—they’re becoming a staple for busy households and solo shoppers alike. Families of three or more are frequent buyers, with 43% purchasing ready-to-eat grocery store meals more than once a week (especially for dinner). Individuals, on the other hand, are more likely to pick up ready-to-eat meals for lunch, and 86% say that’s their go-to.
Impulse also plays a big role. More than half of shoppers (54%) say they decide to purchase ready-to-eat meals while already in-store. But for younger generations, it goes beyond convenience. Gen Z and millennials are driving demand, with 58% making special trips just to pick up these meals, compared to 43% of Gen X and Baby Boomers.
Whether as a planned dinner solution or a spontaneous grab-and-go lunch, prepared foods are showing up in carts more often and for a growing range of reasons.
What’s driving shoppers to ready-to-eat meals?
Convenience may get customers in the door, but taste, price, and quality seal the deal. While speed is still a major motivator for choosing ready-to-eat options, today’s shoppers, especially those planning to buy more in the future, are also looking for meals that taste great, offer variety, and feel like a smart value.
In fact, 69% of consumers say they plan to purchase more ready-to-eat meals because of taste, while 63% are motivated by ingredient quality and 57% by price. And when it comes to meal type, shoppers are leaning into customizable and freshly prepared options, with hot bar items and create-your-own salads topping the list.
It’s clear: prepared foods can’t just be fast. They have to deliver on flavor, freshness, and value to keep customers coming back.
Where are shoppers buying ready-to-eat meals?
For shoppers looking for convenient, ready-to-eat options, a few retailers are leading the way. Walmart takes the lead, with consumers naming it as their go-to grocery store for prepared meals.
Whole Foods earns high marks for quality and variety. Shoppers say the retailer offers reliable goods and a wide range of new and interesting food options. It’s the destination for shoppers who want fresh, diverse flavors beyond the basics.
Kroger, on the other hand, leads in speed and value. Surveyed consumers say they go to Kroger when they need something quick to eat and when there’s a deal or a promotion, making it an ideal option for those balancing convenience and budget-consciousness.
Each of these retailers highlights a different piece of the prepared food value equation: affordability, quality, and speed. And as shopper preferences evolve, the ones that can deliver all three are best positioned to win.
What grocery retailers should do next
The growing demand for ready-to-eat meals presents a big opportunity, but only if retailers act on what shoppers are saying.
Start by tailoring your offering to the time of day and audience. Families lean on prepared meals for dinner, while individuals often reach for them at lunch. That means your selection—and your in-store messaging—should reflect those use cases.
To capture more impulse buys, especially among Gen Z and millennials, invest in prominent displays near store entrances or deli sections. For older shoppers, traditional media like print ads and coupons are still quite effective.
Ultimately, building loyalty comes down to finding the right balance. Shoppers want affordable options, but they also value quality and variety. Offering both can turn occasional buyers into weekly regulars and help your store stand out in a crowded market.
Turn shopper insights into smarter strategies
Once you've adjusted your offerings and marketing tactics to meet shifting consumer demands, the next step is turning those changes into lasting, scalable improvements. That’s why you need the right data management tools in place.
Grocery store operators who truly want to improve their ready-to-eat meal strategies need more than assumptions or surface-level feedback. You need a clear view of what’s working, what’s not, and where to focus next. A data-driven platform can help you go beyond the “what” and uncover the “why” behind customer behavior, highlighting key gaps and uncovering new opportunities for growth.
That’s where SMG comes in. We help grocery brands turn survey data into real, actionable strategies that increase satisfaction and drive business outcomes. From allocating resources to building custom action plans, we make it easier to track what matters most and move forward with confidence.
Ready to turn feedback into growth? Let’s talk about how SMG can help you deliver experiences that keep your customers coming back.
