Demand for online orders at Asda has increased by up to 30% during the World Cup’s half-time and ‘hydration breaks’.
Compared with the previous week, the supermarket giant has seen sales of desserts and ice cream increase by 127%, beer by 76%, soft drinks by 50.5% and snacks by 31.7%.
Asda said the combination of hot weather and the summer football tournament was encouraging shoppers to stock up throughout the evening. Many were choosing to place rapid delivery orders during key breaks in play, including ‘hydration breaks’, which are mandatory three-minute drink breaks in each half of every game, introduced this year to help players deal with heat and humidity levels.
“With record-breaking temperatures this summer and plenty of talk about ‘hydration breaks’, we’re seeing customers respond to both the heat and late-night fixtures by making the most of our extended delivery hours,” said Asda chief customer officer Rachel Eyre. “They’re stocking up on great-value seasonal and matchday essentials, delivered quickly, when they need them most.”
The new data comes as just this week, Asda expanded its on-demand grocery partnership with Deliveroo, adding more than 300 superstores to the platform.
With many matches kicking off late into the evening, customers can also now place Deliveroo orders from participating Asda stores until 11pm.
This latest rollout brings the total number of Asda stores offering Deliveroo’s rapid delivery service to more than 850 locations across the UK, with more than 10,000 of the supermarket’s products available.
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