Whichever team you support, it seems a World Cup brings us all together – round the TV. More than half (58%) of UK shoppers indicate that they’re likely to get involved in the World Cup this summer. The latest insights (carried out across 1,000 UK shoppers) from retail and shopper marketing agency, Savvy, show this interest spans life stages and demographics, with highest intent among families – 72% of older families and 71% of young families plan to get involved, along with 69% of those aged 18 to 35.
But while the pub plays a key role (27% expect to watch at least one match there), the majority of engagement will take place at home – 56% plan to watch from their own living room, and many will invite others over. Drinks, snacks and limited edition merchandise or extended product lines may figure heavily and while TV will be the medium they watch, Retail Media will have a central role to play in helping match hosts decide on their best catering options.
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 football during the World Cup. And for many, it’s a social occasion – 65% see it as a good excuse for a get-together, while 62% say football is more enjoyable when watched in a group.
“The time-zone difference sets the scene for extended at-home occasions,” commented Alastair Lockhart, Insight Director at Savvy. “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.”
The cultural backdrop of this World Cup adds an extra layer of inspiration. Hosted across three countries – each with distinct food cultures – the tournament opens up rich possibilities for themed menus, globally inspired flavours, and limited-edition NPD. From Mexican street food to Canadian BBQ or American diner-style themes, food and drink brands have an opportunity to dial up culturally relevant storytelling and influence decisions and discovery both in-store and online.
Promotions tied to the event will need to tap into this mix of aspiration and playfulness. Top-end prizes such as TVs (70%) and trips to Canada (67%) rank highest for appeal, but practical offers like World Cup bundles and playful giveaways – from novelty cups to collectible cards – are also popular with shoppers.
