Big game, big baskets: World Cup fans plan pre-game shops and new flavours

Some 67% of households plan to watch World Cup games, and among those football fans, almost 80% are intending to view at home or with family and friends, according to a new report by cashback app Shopmium.

Transforming their living rooms into stadiums or pubs, and their kitchens into concession stands, will be a win for the supermarkets set to pick up the lion’s share of additional spend from the occasion, as more than 40% of households overall are anticipating a spike in their grocery bill during the tournament as they pick up more items.

As 43% plan to watch matches with family, a third with their partner, and a quarter with friends, the games are sure to be social occasions that require an upgrade on staple dinners.

And while less than 15% say they plan to buy products they wouldn’t usually as a result of the World Cup, a further 38% admit they could be tempted.

The most dedicated of the households surveyed by Shopmium are set to seek out pre-match shopping occasions to stock up ahead of the games, while others will incorporate it into their weekly or top-up shops.

Functionality has dominated NPDtrends in recent years, even seeing footballers themselves invest into the space, such as Hal Robson-Kanu’s launch of the Turmeric Co and Harry Kane’s backing of Vital Drinks. But considerations for wellness appear at the back of the minds of consumers shopping ahead of the World Cup.

Good old-fashioned junk foods dominate the list of expected purchases, with more than half of shoppers planning to buy more crisps and snacks during the tournament. Pizza follows, along with sweet treats, party food, desserts and ice cream.

Drinks tell a slightly different story. While alcohol leads expected increases, followed closely by soft drinks, low & no-alcohol options are also showing meaningful growth. In 2025, low & no drinks grew £43.2m in grocery, having shifted an extra 11.2 million litres [NIQ 52 w/e 4 October 2025].

However, the majority of shoppers surveyed were not looking to trade up to premium products. More consumers say they will buy larger pack sizes (27%) and shop more frequently (32%) than say they will spend more by switching away from their usual brand or own-label products towards premium brands (7%).

Over a third said they would likely attend or host a social gathering to watch at least one match, driving demand for larger packs. Those social events are most likely to be casual watching events rather than barbecue feasts or parties, the survey found.

But limited-editions are set to drive brands’ share of the table, as 21% seek out new products.

To make those impulse purchases, an overwhelming 86% of shoppers surveyed said supermarket  discounts will influence their World Cup purchases, well ahead of recommendations (12%) and brand advertising (10%) to shape what they buy.