Ready-to-eat meals represent one of the most dynamic food categories in US supermarkets, yet the offerings still fail to fully meet consumer expectations, especially regarding variety, healthy options, and international cuisine specialties. This is according to the latest edition of the Power of Foodservice at Retail 2026 report, published by FMI – The Food Industry Association, which finds that a quarter of surveyed shoppers believe the assortment available in deli aisles in large retailers is insufficient.
The survey also highlights that only one in three consumers can name a ready-made meal for which their local supermarket is particularly well-known, indicating room for improvement in retailers' ability to build a distinctive identity through their food offerings.
According to NielsenIQ data cited in the report, ready-to-eat meals are the largest category in the deli market and are growing faster than the overall retail segment, both in value and volume. To sustain this trend, however, retailers must move beyond a proposition based solely on convenience and develop solutions that address different consumption occasions.
Customer requests primarily focus on expanding traditional preparations, with a greater variety of chicken dishes, including fried and spiced versions, and Italian specialties such as calzones and sausages. At the same time, interest in international cuisines is growing, with increasingly specific requests including Korean barbecue, bibimbap, Indian curries, and samosas.
To introduce these flavors without sacrificing convenience, FMI suggests supermarkets focus on easily accessible preparations, such as bowls and wraps, that combine different ingredients and culinary traditions. Another area of development is healthy eating, with a growing demand for meals rich in vegetables and proteins, as well as vegetarian, vegan, and plant-based options. Particular interest is also being shown in Asian specialties considered healthy, which allow for the combination of new flavors and a focus on well-being.
Expanding the assortment can also help strengthen supermarkets' competitiveness and increase sales in other departments. The report finds that 37% of consumers who enter the store to buy ready meals end up buying other products as well, while half of deli customers already have a specific preparation in mind before making a purchase.
For FMI, building a recognizable offering therefore requires distinctive recipes, consistent quality, and inviting presentation. Offering original specialties isn't necessarily essential: even the most traditional dishes can become a differentiating factor when they're consistently prepared and consumers associate them with a specific brand. Delicatessen thus proves itself not just as an additional service, but as a tool for building customer loyalty, generating new visits, and supporting overall store sales.
