Spanish Consumers Embrace Pre-Prepared Meals as Demand Surges 55%

The way Spaniards approach mealtime is undergoing a transformation, with a clear preference emerging for quick, convenient, and affordable food options, particularly those offered by supermarkets. Sales of prepared meals have seen a remarkable 55% increase since 2022, according to data from Worldpanel by Numerator. This surge reflects a broader shift in consumer priorities, where time and flexibility are increasingly valued over traditional meal preparation.

Changing Consumer Priorities

The data from Worldpanel’s report, “Conveniencia, el súper poder que lo cambia todo” (Convenience, the superpower that changes everything), highlights a significant evolution in Spanish eating habits. The average daily time dedicated to cooking has decreased to just 24.5 minutes. Furthermore, 41% of consumers admit to frequently eating in a hurry, a 5% increase since 2020. This growing need for speed and efficiency is directly benefiting supermarket chains that offer ready-to-eat solutions.

Supermarkets like Mercadona, Alcampo, Carrefour, and Lidl are capitalizing on these changing dynamics. Their prepared food sections provide a competitive advantage over traditional restaurants by meeting the demand for meals that can be consumed quickly and flexibly. The trend is further evidenced by an increase in single-dish meals, with occasions for such meals rising by approximately 5.5% for lunch and 3.3% for dinner since 2020.

Mercadona’s Dominance in Prepared Foods

Among the major players, Mercadona has significantly benefited from this trend. Worldpanel estimates that Mercadona accounts for “a third” of the growth in the prepared foods category since 2020. The Spanish supermarket chain has steadily expanded its “Listo para comer” (Ready to eat) section since its launch in 2018, now present in nearly 1,500 stores across Spain and Portugal. In the past year, Mercadona generated €3 billion in revenue from both prepared and pre-cooked foods in these two countries.

Key Factors Driving Sales

When consumers were asked about their primary reasons for choosing pre-prepared meals from supermarkets over dining out, price emerged as the most significant factor, cited by 28.4% of respondents. Convenience followed closely, with 13.4% prioritizing speed, 10.4% appreciating the ability to combine meal purchases with other grocery shopping, and 10.1% valuing the flexibility to eat when and where they choose.

While some supermarkets have introduced on-site dining areas, the majority of prepared meals are still taken home, with 78% of customers opting for this. This aligns with broader consumer spending habits, where approximately 71% of general consumption expenditure occurs within the home.

Implications for the Retail Sector

The escalating demand for convenient food solutions signals a significant opportunity for retailers. Supermarkets that can effectively integrate appealing and affordable prepared meal options into their offerings are well-positioned to capture a larger share of the market. This trend also suggests a potential shift in how food is produced, distributed, and consumed, with an increased focus on speed and accessibility. While the article does not directly link this to AI, the efficiency gains in supply chain management and personalized recommendations within retail could be areas where AI plays a role in meeting these evolving consumer demands.

Key facts

Source: Xataka, https://www.xataka.com/magnet/espana-comer-se-ha-convertido-tramite-que-debe-ser-rapido-facil-eso-esta-haciendo-oro-a-super-que-preparan-platos