World Cup drives snack sales as soccer fans boost grocery spending
The FIFA World Cup secured more than just ticket sales this year. Soccer fans increased grocery spending and drove stronger demand for game-day foods, according to new consumer research and sales data from Walmart.
Walmart Data Ventures found that about half of soccer fans were expected to increase their grocery spending by at least 25 percent during major match weeks. The June survey included 1,021 casual and dedicated soccer fans who are members of the Walmart Customer Spark Community. Walmart said sales trends during the tournament largely matched those expectations.
"The biggest takeaway is that brands need insights that help them anticipate and evolve with demand, not just explain it after the fact. We saw incredible energy from customers throughout the tournament—from watch party spreads to stocking up on favorite snacks and drinks—and near-real-time, predictive insights help brands adapt as those shopping behaviors evolve," Nicole Ryner, group director of business strategy at Walmart Data Ventures, told Modern Retail.
According to the survey, 78 percent of respondents planned to buy salty snacks, making them the most popular game-day purchase. Frozen foods and appetizers followed at 64 percent, while 54 percent planned to purchase fresh deli items. Beer, wine, and hard seltzer, along with non-alcoholic beverages, each attracted 53 percent of respondents.
Price promotions remained the leading purchase driver, with 61 percent citing deals as an important factor. Brand familiarity influenced 59 percent of shoppers, while about 90 percent expected to make impulse purchases while shopping for gatherings.
World Cup-fueled shopping patterns
The retailer also reported higher sales of products such as ranch dressing, which it attributed to international soccer fans visiting Walmart and other US retailers to purchase American food products that are not widely available in their home countries.
"Viral moments also appeared to shape the basket, with a lift in items like condiments—a sign that social trends can shape a basket just as much as the game itself," Ryner said.
The survey also highlighted differences among age groups. Fifty-six percent of soccer fans ages 18 to 24 said they discovered a new food or beverage product through World Cup-related marketing or advertising. Ryner said shoppers ages 25 to 44 were more likely to try new products and attend matches at bars, restaurants, and organized watch parties, while consumers ages 45 and older tended to remain loyal to familiar brands.
Separate research from mobility analytics company Arity also found increased retail activity around the tournament. On June 12, the World Cup's opening match day near SoFi Stadium, grocery store visits within a 10-mile radius increased 30 percent between 11 AM and kickoff compared with the previous Friday. Restaurant visits at lunchtime doubled from the prior week, while visits to hotels and sporting goods stores also increased.
Ryner said retailers and suppliers can benefit from responding quickly to changing shopping behavior during major sporting events such as the World Cup.
"What’s fascinating about a global event like the World Cup is how quickly and dramatically customer behavior shifts," Ryner said. "The basket looks different. The stores near host cities look different. The real opportunity is turning those shifts into growth. Having visibility into changing customer needs allows brands and suppliers to anticipate demand, serve customers better, and win in moments when shopping patterns are being rewritten this summer."
*All images are referential. Source: Pexels.
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