New shopper research from the Institute of Grocery Distribution (IGD) has shown that plans for World Cup spending have risen significantly when compared to the last event in 2022.
The behaviour is shaped by “home viewing, value and team performance,” IGD said. Its latest shopper sentiment tracking reveals an opportunity for retailers to drive event-led sales during the tournament, with 36% of UK adults tempted to spend more on food and groceries to celebrate.
This figure is up from 23% ahead of the 2022 World Cup which took place in November and December, when festive spending was also competing for share of wallet.
Interestingly, IGD’s research also highlights that World Cup spending will not be evenly distributed across the tournament, with shopper behaviour heavily influenced by on-pitch performance.
”It creates a dynamic sales opportunity where demand can build rapidly…”
Almost four in ten shoppers (39%) say they’ll spend more if their team performs well, up from 26% in 2022. This “creates a dynamic sales opportunity where demand can build rapidly as teams progress and interest intensifies,” IGD argues.
Overall engagement is also conditional. While 44% of shoppers plan to celebrate the World Cup, this rises to 59% when including those whose participation depends on their team’s success.
Annie McGoff, shopper analyst at IGD, said: “Our findings reinforce the need for retailers and suppliers to prepare for eventualities and respond in real time as the tournament progresses, aligning promotions and messaging to key moments.”
IGD’s shopper insights also show the majority of World Cup viewing will take place in the home, again supporting grocery led missions.
Demand for hosting, sharing and group occasions is likely to grow as 81% of shoppers plan to watch matches at home, while 34% intend to watch at a friend’s or family member’s home. Shoppers will also balance participation with ongoing cost pressures, placing greater emphasis on value and planning.
Promotions will play a key role too, with 46% of shoppers looking out for them when making World Cup-driven purchases.
At the same time, IGD expects the later kick-off times to shift consumption habits, driving demand for convenient, easy to prepare meals and last-minute purchases.
McGoff added: “Value communication, price cues and bundled offers will be critical for converting intent into spend.”
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