The official Adidas 2014 World Cup ball, but not the cheesy kind.

What happened to food & drink sales when England left the World Cup?

First of all, don’t get me started on poor team management, the rewarding of mediocrity and the instability of an autocratic football hierarchy. Let’s talk food and drink instead.

I’ve just found out that the England football team has cost UK supermarkets up to £55m in lost sales over the two weeks since they were unceremoniously booted out of the 2014 World Cup. (This is according to analysis of sales data from global market and shopper intelligence firm IRI.)

Compared with the four weeks preceding the start of the World Cup, sales of alcohol, soft drinks, bagged snacks, pizza, chilled party food and bread rolls, in the first week of matches, shot up by over £50m. After England lost to Uruguay, the sales peak of these products in the following week slumped by £38m.

So, not only did the England team fail to match our already low expectations in Brazil, they ruined the party mood so much that we decided to stop buying lots of unhealthy, yet tasty snacks and stuff just after their first game. I confess, I bought a new shirt that week instead of the usual Coca-Cola, Peroni and M&S cheese puffs (oh, they’re so good).

During the third World Cup week (week ending 28 June), after England’s Costa Rica match, sales dropped again, almost back to where they started. IRI estimates that the lost sales caused by ‘World Cup fatigue’ over the last two weeks could be worth between as much as £55m and £60m.

In some depth, here are more highlights from the IRI analysis:

  • The value growth for soft drinks reduced significantly, from 18% in week one to 9% in week two, and just under 6% in week three. Sales were £5.2m lower in week three of the World Cup than they were in week one.
  • Altogether, value sales of bagged snacks, pizza, chilled party snacks, bread rolls, baguettes, coleslaw, chilled salads and dips were £3.3m lower through the UK’s major supermarket chains in week three than they were in week one. Only sales of Scotch eggs grew, higher by almost 5% in value.
  • Ale and stout had sales volumes increase by 13.9%, the highest in sales volumes.
  • Champagne and sparkling wine continued to grow strongly, with volumes up by 13.3% and value up by 15.7%.
  • Cider maintained its momentum with volume and value sales in the last week, still up on the four weeks immediately prior to the World Cup (volume +2.7%, value +6.9%).
  • Net sales for beer, wines and spirits in week three were up by £5.7m compared to the same week in 2013. However, this was a £37.1m reduction in sales value compared to week one of the World Cup.

So, there are some positives to take from all of this analysis, such as Scotch eggs being cold comfort for our misery (who knew?) and Champagne sales increasing (I didn’t know there were so many Uruguayans in the UK). Otherwise, Mr Hodgson, you have a lot more to answer for than I first thought.

If you piled your cupboards high with football snacks and a few beers/softies, what did you get? I’d love to know what the most popular World Cup F&B brands were!

Advertisements