IV Range and Convenience Food: How European Consumer Habits Are Changing in 2025

In 2025, the IV Range and convenience food sector continues to grow across Europe, driven by changing lifestyles, increasing health awareness, and a stronger demand for practicality. European consumers are increasingly looking for fresh, safe, and ready-to-eat products capable of combining quality, wellness, and sustainability.

According to the State of Grocery Europe 2025 report published by McKinsey & Company on April 8, 2025, the “food-to-go” and ready-to-eat market continues to expand steadily. The report highlights that 54% of European consumers purchase ready-made products such as salads, snacks, and quick meals at least once a month, while weekly consumption of ready meals is particularly increasing among Millennials and Gen Z.

Younger generations are significantly reshaping food consumption habits. Faster lifestyles, flexible working models, and less time dedicated to meal preparation are accelerating the demand for practical and healthy food solutions. In particular, baby leaf products and ready-to-eat salads are now among the most dynamic categories within the European fresh produce sector.

The packaged salad market also confirms this trend. According to 2025 market analyses, the European packaged salad market exceeded 4.3 billion dollars in value in 2024 and is expected to continue growing at an average annual rate of around 8% through 2033.

Growth is not driven only by convenience, but also by nutritional quality. More and more consumers are choosing fresh and minimally processed products to support healthier lifestyles. In 2024, approximately 68% of global consumers stated that digestive health and overall wellness were among their main food priorities, contributing to increased consumption of ready-to-eat salads and fresh vegetable-based products.

At the same time, attention toward sustainability and packaging continues to rise. European consumers are increasingly demanding lighter, recyclable, and lower-impact packaging solutions. Companies within the sector are therefore investing in innovative materials, compostable packaging, and technologies capable of preserving freshness and shelf life while reducing plastic usage.

Within the IV Range segment, products are no longer perceived simply as “convenient,” but as an integral part of a healthy and conscious lifestyle. Italian market data confirms this evolution: more than 8 out of 10 Italian families purchase IV Range products, while demand is growing for complete bowls, enriched salads, and balanced ready-to-eat meal solutions.

In this evolving scenario, ALTAMURA OP continues investing in the development of baby leaf products and fresh ready-to-eat solutions, focusing on quality, food safety, and sustainable innovation. From Piana del Sele PGI rocket salad to new high-added-value varieties, the goal is to meet the needs of consumers who are increasingly attentive to wellness, convenience, and supply chain transparency.

The future of the European IV Range sector will increasingly focus on fresh, sustainable, and functional products capable of adapting to new consumption models without compromising agricultural quality and territorial identity.