The World Cup is set to drive a surge in at-home food and drink occasions this summer, with six in 10 UK shoppers planning to get involved in the tournament.
New consumer research carried out among 1,000 UK shoppers indicates interest will extend well beyond football’s traditional fan base, creating a significant opportunity for brands across beer, soft drinks, snacks and easy-to-share food categories. The research was conducted by retail and shopper marketing agency Savvy.
Interest spans life stages and demographics, with the strongest intent among families: 72% of older families and 71% of young families plan to get involved, alongside 69% of those aged 18 to 35.
For many, the tournament is the highlight of the sporting calendar. While 47% don’t usually describe themselves as football fans, they still plan to tune in to watch their country play – highlighting the World Cup’s ability to capture national attention beyond football’s core audience.
Even with late kick-off times, the appetite to watch remains high. Two-thirds of engaged shoppers (68%) say they usually watch at least some football during the World Cup. For many, it’s also a social occasion, with 65% seeing it as a good excuse for a get-together and 62% saying football is more enjoyable when watched in a group.
“The time-zone difference sets the scene for extended at-home occasions,” said 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 opportunities 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 can dial up culturally relevant storytelling.
While the pub will play a role (27% expect to watch at least one match there), most engagement is set to take place at home. More than half (56%) plan to watch from their own living room, often with others invited over. Alongside drinks and snacks, expected behaviours 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. High-value prizes such as TVs (70%) and trips to Canada (67%) rank highest for appeal, while practical offers like World Cup bundles and playful giveaways – from novelty cups to collectible cards – also resonate with shoppers.
