How Australia’s retailers are winning the dinner mission

Dinner has quietly become one of the most valuable shopping missions in Australian grocery retail. 

As cost pressures continue to reshape consumer behaviour, more Australians are cooking at home rather than ordering takeaway or eating out. At the same time, they still want convenience, inspiration and restaurant-quality meals without the effort. There is an opportunity to become the easiest place to solve the daily question: “What’s for dinner tonight?” 

Widening the range

Woolworths recently expanded its dinner proposition to more than 380 meal solution products, spanning ready meals, slow-cooked meals, high-protein options, fresh meal kits and mid-week roast solutions. The range is designed around different occasions and preparation times rather than traditional grocery categories. 

Premiumisation of private label 

Woolworths has been steadily evolving its premium private label strategy, moving beyond the seasonal Woolworths Gold brand towards a broader, year-round premium proposition under Woolworths Signature. The shift reflects a broader ambition to make premium more accessible throughout the year, positioning own brand as a destination for quality and innovation rather than simply a lower-cost alternative to national brands.

Meal kits and fresh pasta 

Coles has been investing in the dinner occasion for years. The strategy extends well beyond recipes. Coles Group owns and operates a specialised meal kit service called QuiteLike that is available for delivery. 

Putting QuiteLike meal kits in-store are giving shoppers the chance to try some of their latest meals without waiting for a delivery. With globally inspired recipes such as Chicken Laksa, Portuguese Chicken & Rice and Mongolian Beef & Noodle Stir Fry, the range also provides meal inspiration, helping shoppers break out of their usual dinner routine. 

One of the more distinctive ways Coles is elevating the dinner mission is through its gourmet pasta-by-weight concept in selected Coles Local stores. Rather than offering only pre-packaged pasta, shoppers can mix and match fresh linguine, fettuccine, gnocchi and premium filled pastas. Combined with premium sauces, antipasti and fresh ingredients nearby, the concept transforms pasta shopping from a simple purchase into a personalised meal solution. 

Ready-to-eat options targeting value and functional nutrition 

Coles is using value-led bundles to encourage shoppers to choose supermarket meal solutions over takeaway. Across its Coles Kitchen range, the retailer regularly offers promotions such as "Pick any 2 for $15" on ready meals and "Pick any 2 for $13" on pizzas. 

Coles is also tapping into the growing demand for high-protein and functional nutrition through its Coles PerFORM range, demonstrating how meal solutions are becoming increasingly targeted rather than one-size-fits-all. The ready meals are segmented into Lean, Balanced and Build ranges, with each offering different nutritional profiles based on protein, fibre, vegetable content and calories. 

Three things to borrow from Australia retailers: 

• Offer different levels of convenience – shoppers don't all want the same solution. Build a tiered proposition that spans meal kits, ready-to-cook, ready-to-heat and ready-to-eat options, allowing customers to choose based on the time and effort they want to invest. 

• Use private label to differentiate - meal solutions are one of the strongest platforms for premium private label. Exclusive recipes, chef-inspired products and restaurant-quality meals give retailers greater control over quality, innovation and margins while creating reasons for customers to choose their stores over competitors. 

• Segment the proposition around consumer needs - create tailored ranges for different occasions and lifestyles, such as family meals, premium dining, global flavours, health and wellness, high-protein nutrition and value-led solutions. 

What this means for suppliers: 

Suppliers that understand how shoppers build complete meals, not just individual baskets, will be better positioned to support retailers as meal solutions continue to evolve. Developing products that fit naturally into complete meal solutions and collaborating across categories to create bundled offers will help retailers stand out in developing their dinner solutions. 

The next phase of growth will come from helping shoppers complete the entire occasion. Retailers and suppliers that connect mains, sides, desserts and drinks to create distinctive meal solutions, will be best placed to win a greater share of the dinner mission.