A survey carried out across 1,000 UK shoppers from marketing agency, Savvy, has revealed 58% of UK shoppers indicate that they’re likely to get involved in the football World Cup this summer.
The largest demographic planning on getting involved are families, with 72% of older families and 71% of younger ones planning to watch, along with 69% of those aged 18 to 35.
For many, the World Cup is the highlight of the sporting calendar. More than half (53%) of the UK shoppers says it’s the most important international sporting event.
Interestingly, while 47% of respondents 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%) say they usually watch at least some games during the World Cup. 65% see it as a good excuse for a get-together, while 62% say football is more enjoyable when watched in a group.
Alastair Lockhart, insight director at Savvy, said: “The time-zone difference sets the scene for extended at-home occasions. 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.”
2026’s World Cup is to be hosted across three countries - each with distinct food cultures - which opens up rich possibilities for themed menus, globally inspired flavours and limited-edition NPD.
According to Savvy’s survey, the majority of engagement will take place at home. 56% 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.
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