Data is starting to trickle in about how consumers\u2019 shopping habits shifted during the World Cup. <\/p>\n
A new study from Walmart shows how its soccer-watching consumers planned to grocery shop during the World Cup, from how much they would spend to what kind of snacks they would buy \u2014 and the company has seen some of these results validated over the course of the tournament.<\/p>\n
About half of consumers who identified as soccer fans expected to increase grocery spending by at least 25% during major match weeks, Walmart found<\/a> through surveys in June, according to its analytics arm Walmart Data Ventures. These surveys included 1,021 both casual and dedicated soccer fans who were members of the Walmart Customer Spark Community.<\/p>\n \u201cThe findings reflect a broad cross-section of engagement levels, which is part of what makes the behavior shifts we saw so relevant for brands looking to reach everyday shoppers during major cultural moments,\u201d Nicole Ryner, group director of business strategy at Walmart Data Ventures, told Modern Retail in an email. \u201cThe biggest takeaway is that brands need insights that help them anticipate and evolve with demand, not just explain it after the fact. We\u2019ve seen incredible energy from customers throughout the tournament \u2014 from watch party spreads to stocking up on favorite snacks and drinks \u2014 and near real-time, predictive insights help brands adapt as those shopping behaviors evolve.\u201d<\/p>\n The majority of fans (78%) planned to buy salty snacks, followed by frozen foods and appetizers (64%); fresh deli items (54%); beer, wine and hard seltzer (53%); and non-alcoholic beverages (53%). Most consumers (61%) cited deals as a key purchase driver, while 59% said brand familiarity would influence their choices. About 90% anticipated making impulse purchases while shopping for gatherings.<\/p>\n Two-thirds of the surveyed soccer fans said they expected to watch matches with groups of two to five people. Twenty-one percent anticipated they would watch with six or more people. Walmart found that fans ages 25 to 44 were more likely to watch matches at bars, restaurants and organized watch parties than older consumers.<\/p>\n Fifty-six percent of soccer-fan shoppers ages 18 to 24 said they had discovered a new food or drink product because of marketing or advertising related to the World Cup, while other fans were less likely to say as such the older they were.<\/p>\n \u201cOne finding that stood out was a clear generational difference in how fans approached the tournament,\u201d Ryner said, adding that shoppers ages 25 to 44 were more likely to try new products because of tournament-related marketing, while shoppers 45 or older tended to stick with familiar, trusted brands.<\/p>\n \u201cIt underscores that even when people are engaging with the same cultural moment, they experience and shop it differently \u2014 giving brands an opportunity to tailor how they connect with each audience.\u201d<\/p>\n Since the survey was conducted, Walmart saw some of these findings play out in its sales data.<\/p>\n \u201cOverall, we\u2019ve seen an uptick in [sales in] game-day categories like salty snacks, deli and frozen desserts, as shoppers are leaning into quick, shareable foods consistent with their plans to host watch parties and gather with others to watch matches,\u201d Ryner said. <\/p>\n Walmart said it has also seen a sales lift for items such as ranch dressing as soccer fans from around the world made trips to Walmart and other retailers<\/a> to experience American food items they can\u2019t find in their home countries.<\/p>\n \u201cViral moments also appeared to shape the basket, with a lift in items like condiments \u2014 a sign that social trends can shape a basket just as much as the game itself,\u201d Ryner said.<\/p>\n