British shoppers spent an extra 27.7m pounds (GBP) on beer and cider during the first week of the World Cup (week ending 14 June) compared to this time last year, helping to revive a flagging beer industry. The IRI data shows that both lager and cider sales were buoyant with more than 10 million extra litres of lager and 2.5 million extra litres of cider sold last week alone. Soft drinks also benefitted from the party atmosphere, showing a 17% increase in unit sales compared to last year, with cola and energy drinks showing the biggest leap.
Snacks also received a boost, as footie fans indulged in their favourite nibbles while watching the games, including Englands defeat against Italy on Saturday night. Bagged snacks and nuts were popular, putting an extra 3m pounds (GBP) through supermarket tills. Other easy-to-eat party food also proved popular, with coleslaws and dips, quiche, Scotch eggs, pork pies and sausage rolls benefitting the most moving from a year-on-year decline to growth last week.
According to IRIs Director of Strategic Insights, Tim Eales: Its the perfect storm great weather, a party atmosphere during the start of the World Cup, Fathers Day and a general feel-good factor in the country at the moment. This is having a positive impact on food and drink sales, especially party snacks, and in some cases reversing a long-term decline. We did see some sectors go down, like confectionery, but overall the mood is an optimistic one at least as long as England stays in Brazil and its being reflected in peoples shopping baskets.
Commenting on the data, Tim Wilson, Managing Director of Wilson Drinks Report, added: The latest IRI figures show how important major sporting events like the World Cup are for the beer industry in particular. Against a long-term backdrop of volume decline, the supermarkets are reporting a significant boost in sales during the first week of the tournament.
While Champagne and sparkling wines had a good week with sales up around a quarter, the World Cup has had a much less significant impact on still wine, with many consumers switching to beer and cider.
According to IRIs data, the recent sunny weather has also had a dramatic effect on sun care sales, which grew by 72% in packs and 83% in value, with shoppers spending an extra 1.9m pounds (GBP) on products.