Research released from retail data app Reapp predicts that pizza will be the top choice for consumers whilst they cheer on England during the World Cup this winter.
Using insights from the last World Cup in 2018, Euros 2020 and the latest consumer trends – Reapp expects a huge uptake in retail pizza sales across the UK during November and December, as consumer trends shift due to rising living costs and the Winter kick-off for the tournament.
The World Cup 2022 is set to begin on 20 November – for more insights on growing sales, check out our Products in Depth report
During the World Cup 2018 over eight million supermarket pizzas were eaten. The semi-final alone saw nearly 302,000 pizzas sold - an 86% uplift on a normal day. Meanwhile, during the Euros in 2021, there was a 35.1% rise in pizza sales and an increase in category revenue of £1.50m (£4.50m to £6.08m) from the same period in the previous year
With around one in three consumers now cutting back on takeaway-food due to the cost-of-living crisis, and over 20 million people saying they will be watching the World Cup, Reapp believes this is the perfect formation for pizza sales and predicts they’ll top 10 millon sales during the tournament.
As no fakeaway is complete without an alcoholic drink, Reapp is also predicting a boom in sales of alcohol during the World Cup- especially when there is an 8pm kick-off.
Greg Phillips, CEO at Reapp said: “This year’s World Cup is interesting both for retailers and brands. It’s the first time a World Cup has been played during the UK’s winter months, so already we are expecting sales of snacks and drinks to differ from previous World Cup tournaments. Add in the cost-of-living crisis and people budgeting for Christmas, consumers are going to be even more driven towards offers to maximise their grocery budget.”
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