As Americans settle into weeks of global soccer viewing, new data from Circana show the tournament is lifting sales across entertaining-related food and beverage categories, with consumers gathering at home with friends and family to watch matches.
During the week ended June 28, shoppers stocked up on foods and beverages tied to hosting and social viewing occasions. Unit sales rose 1.9 percent for fresh produce party trays and gifts, 1.3 percent for deli entrees, 1.5 percent for pretzels, 1.6 percent for ready-to-eat popcorn, 1.6 percent for chocolate and 2.2 percent for non-chocolate candy.
Oral freshness also saw a boost as consumers prepared for social gatherings, with unit sales up 4 percent for gum and 3.5 percent for breath fresheners.
Beverage categories gained momentum as well: Energy drink unit sales climbed 10 percent, super-premium domestic beer case sales rose 2.2 percent, non-alcoholic beer case sales jumped 10.9 percent and pre-mixed cocktail case sales surged 25.4 percent.
Sustained sales period
Unlike a single championship game or one-day sporting event, the soccer tournament creates dozens of viewing occasions over five weeks, giving retailers, brands and foodservice operators repeated chances to engage consumers as they plan, host and replenish throughout the event.
“This is where convenience and occasion-based merchandising matter,” said Sally Lyons Wyatt, global EVP and chief advisor for Circana. “Consumers are looking for easy ways to build the at-home viewing experience, whether that means ready-to-serve appetizers, snack bundles, beverages or hosting essentials. Retailers and brands that make those occasions easier to shop will be best positioned to capture demand.”
Circana’s consumer research found that before the tournament began, 66 percent of fans planned to watch matches at home, while another 24 percent expected to watch with friends or family outside their household. Just 7 percent planned to watch at a restaurant or bar, and only 3 percent expected to attend matches in person. Those habits are translating into repeat purchases, with many households making multiple trips for snacks, beverages, prepared foods and hosting essentials rather than a single large shopping trip.
The foodservice opportunity
While retail is capturing much of the spending, foodservice operators also have room to reach fans through convenience, takeout, delivery and communal viewing experiences.
“Most viewing will happen at home, but restaurants still have an opportunity to capture fans through convenience, takeout and communal viewing experiences,” said David Portalatin, senior VP and industry advisor for food and foodservice at Circana. “Operators that connect with those occasions will be best positioned to benefit.”
Circana’s research also found that consumers most engaged with the tournament skew younger, more multicultural, more urban and higher income than the average U.S. consumer, giving brands and operators an opening to tailor assortments, promotions and experiences to that audience. Circana said it will continue monitoring food, beverage and foodservice trends throughout the tournament.
Circana provides technology, AI and data to consumer packaged goods companies, durables manufacturers and retailers, helping clients measure market share and understand the consumer behavior driving it.