•We investigate consumer preferences and WTP for saving time in food preparation.•We detect a strong heterogeneity in preferences for time-saving in cooking.•A segment (quickies) is willing to pay a premium in order to save time in cooking.•Italians, young people and large families prevail among quickies.•Opposite preferences for time-saving in cooking calls for targeted marketing strategies. Time scarcity is an important driver for food choices. Despite this, little research has been conducted on the preferences of consumers and their willingness to pay for reduced food preparation times. We have explored consumer preferences with respect to saving time in cooking, using a payment card technique with an online survey on a sample of German (486 in number) and Italian (494) consumers. Our findings differ from those of other studies on the same context of daily duties, such as commuting, which note a general willingness to pay for time-saving. Indeed, latent class analysis shows three segments: the ‘quickies’, who are willing to pay a premium for saving time; the ‘foodies’, who receive utility in cooking; and the ‘indifferent’, for whom the time needed to prepare meals is not a choice factor. Profiling within our sample indicates that Italians, young people, and large families show a higher willingness to pay for saving time in cooking. Consumer heterogeneity calls on convenience food producers for targeted marketing strategies to create value, from product development to communication and distribution.