It seems that technology is changing even one of the most deeply ingrained consumer habits. Online food delivery. New data from the “2026 E-Commerce Survey” by the Hellenic E-Commerce Association (GR.EC.A) show, for the first time, a noticeable decline in online orders for ready-to-eat meals.
In response to the question “What types of products or services do you purchase online?”, the percentage of consumers who stated that they order ready-to-eat meals dropped to 65% this year, compared to 76% in 2025. The 11-percentage-point drop in just one year is considered significant for an industry that had been on an exclusively upward trajectory in previous years.
There are certainly plenty of reasons for this shift. Higher menu prices, delivery charges, fees, and minimum order requirements drive up the final cost. A meal that cost 10–12 euros just a few years ago can now reach 20 euros.
An increase that is hard to swallow. That’s why many consumers are turning to more economical solutions. Not necessarily by cooking from scratch, but by opting for ready-to-eat meals from supermarkets, which are increasingly investing in prepared meals, salads, snacks, and “take-away” options. Supermarket ready-to-eat food now serves as an intermediate option between cooking at home and ordering online.
This doesn’t mean that Greeks are giving up on eating out. On the contrary, delivery remains deeply embedded in daily life. However, consumers appear to be ordering less frequently and becoming more selective, seeking out deals and cheaper options—and this certainly serves as a strong warning sign for efood and Wolt.