World Cup to drive at-home food and drink occasions

The latest insights (carried out across 1,000 UK shoppers) from retail and shopper marketing agency, Savvy, has today revealed that 58 percent of UK shoppers indicate that they’re likely to get involved in the World Cup this summer. This interest spans life stages and demographics, with highest intent among families – 72 percent of older families and 71 percent of young families plan to get involved, along with 69 percent of those aged 18 to 35.

For many, the World Cup is the highlight of the sporting calendar. More than half (53 percent) of the UK shoppers planning to get involved say the World Cup is the most important international sporting event. While 47 percent don’t usually describe themselves as football fans, they still plan to tune in to watch their country play – highlighting the tournament’s ability to capture national attention well beyond football’s core audience.

Even with late kick-off times, the appetite to watch remains high. Two-thirds of engaged shoppers (68 percent) say they usually watch at least some football during the World Cup. And for many, it’s a social occasion – 65 percent see it as a good excuse for a get-together, while 62 percent say football is more enjoyable when watched in a group.

“The time-zone difference sets the scene for extended at-home occasions,” commented Alastair Lockhart, Insight Director at Savvy. “Late-night matches will naturally lend themselves to afterwork gatherings, ‘big night in’ occasions and late-night viewing get-togethers. These all create rich potential for beer, soft drinks and snacks, as well as categories like party food and pizzas.”

The cultural backdrop of this World Cup adds an extra layer of inspiration. Hosted across three countries – each with distinct food cultures – the tournament opens up rich possibilities for themed menus, globally inspired flavours, and limited-edition NPD. From Mexican street food to Canadian BBQ or American diner-style themes, food and drink brands have an opportunity to dial up culturally relevant storytelling.

While the pub plays a key role (27 percent expect to watch at least one match there), the majority of engagement will take place at home – 56 percent plan to watch from their own living room, and many will invite others over. Alongside drinks and snacks, expected behaviours highlighted in the research include placing bets, following matches online or via mobile, and messaging friends about the tournament.

Promotions tied to the event will need to tap into this mix of aspiration and playfulness. Top-end prizes such as TVs (70 percent) and trips to Canada (67 percent) rank highest for appeal, but practical offers like World Cup bundles and playful giveaways – from novelty cups to collectible cards – are also popular with shoppers.

Image courtesy of Unsplash. Photo credit: Vitaly Gariev.