Major beer brands are projected to see a more than 17% increase in sales during the Euros this summer, according to new data from retail analytics Reapp.

Snacking, such as crisp, has been predicted to score a “considerable increase in performance”, with an extra 1.2 million units sold, potentially generating more that £2.2 million in sales values.

Frozen pizzas are predicted to sell 11% more units compared to 2021, as Brits get ready to enjoy the competition from home.

In addition, Reapp has anticipated a £66m uplift across major supermarkets.

Using AI predictive analysis from the previous tournament held in 2021, shoppers are expected to purchase 6.7m more units during the tournament (14 June -14 July) at an average price of £9.77.

Reapp commercial director James Lamplugh said: “It comes at no surprise that categories such as beer and snacking are set to see considerable growth this summer. Inflation is a massive factor when comparing how shoppers behaved during the tournament in 2021, as well as more and more brands offering diverse product innovation to satisfy HFSS regulations to boost sales”.

He added that Reapp’s predictive analysis is helping many brands and retailers understand how to prepare ahead of the summer.

You can find out key dates for Euro 2024 here.