Wholesaler Parfetts has reported a strong uplift in sales as the combination of World Cup football and record-breaking temperatures drove higher demand across key summer categories.
Over the week of 20 to 27 June, the employee-owned wholesaler saw soft drinks sales rise by 40% against the same week last year, as shoppers stocked up during the hot weather. Confectionery, snacks and nuts also performed strongly, rising by 35%.
The uplift also came as the UK experienced one of its hottest weeks on record, with temperatures topping 34°C across much of England, while World Cup knockout fixtures continued to attract millions of television viewers and drive increased spending on food and drink for home viewing.
Budweiser was one of the standout performers after partnering with Parfetts on an enhanced Big Ticket World Cup campaign across all depots nationally. Sales of the beer brand doubled in value, increasing 100% year-on-year, while volumes rose by 66%.
“Last week showed exactly how quickly demand can build across drinks, snacks and beer…”
Cheryl Hope, trading director of Parfetts, said: “When major sporting events coincide with exceptional weather, independent retailers have a real opportunity to grow sales. Last week showed exactly how quickly demand can build across drinks, snacks and beer when customers are preparing for the football and spending more time outdoors.
Retailers who backed the key summer categories, built eye-catching displays and took advantage of promotional activity were rewarded with stronger sales. With more World Cup fixtures still to come and warm weather expected to continue, there is every reason for retailers to keep focusing on availability and impulse purchases.”
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