Sales of ready meals are increasing as more Australians, pressed for time, opt for convenience over cooking. This trend is evident during lunch and dinner as consumers gravitate towards the ready meal sections of supermarkets. Ready meals have significantly evolved over the years from their earlier versions—frozen dinners and bland microwave meals—to a diverse array of options catering to various dietary preferences including low calorie, vegetarian, and gluten-free choices. Woolworths reports impressive growth in its prepared meals, particularly with family-sized options like the 2kg beef lasagne. Additionally, MyMuscleChef's microwaveable meals have also gained popularity among busy individuals.
The convenience food sector has seen remarkable growth, with Coles experiencing a 50 percent increase in sales of convenient food solutions over the last three years. As people juggle demanding work schedules, they often make meal decisions only a day in advance. Experts suggest consumers pay close attention to the nutritional labels of ready meals, noting that not all options are healthy or satisfying. The rise of ready meals in Australia began in the 1970s, prompted by more women joining the workforce and spending less time in the kitchen. It has created opportunities for brands like Lite n’ Easy, which now leads the market with a significant share, responding to the need for balanced and health-conscious meal choices.