As World Cup fever heats up in Brazil, Mintel research reveals Brits may not be as patriotic as they like to believe, as just half (52%) say they will be supporting England during the 2014 World Cup. But if England don’t do as well as hoped, it seems our cheers won’t stop there – with 13% of England fans claiming they’ll be supporting a team as well as England.
1 in 3 to watch in a pub or bar
A third (32%) of those intending to watch the World Cup, are planning to do so in a pub or bar. And of those who are planning to watch, as many as one in five (20%) consumers claim that the World Cup is a good excuse to organise a boys/girls night out. For many, the World Cup will be an excuse to catch up with friends and family as more than a third (35%) say they often watch major sporting events in their company.
Good news for the economy
Mintel’s research also predicts the financial benefits generated by the World Cup for Britain – revealing that retailers will gain around £355 million from the tournament.
“Whether or not consumers embrace the World Cup, it remains good news for the UK economy. This is because for every consumer prepared to participate and spend money on a new TV, England kit or food and drink for home viewing, there is another investing in shopping or a night out at a non football venue as escapism whilst the game is on.” Richard continues.
Around half of this retail boost is expected to come from television sales: Mintel estimates that sales of TVs will account for nearly £170 million of all World Cup-driven retail sales – providing a much-needed boost to a category that has been declining in value. The next biggest winner will be alcoholic drinks, especially beer, where off-trade sales are expected to surge by around £75 million as a result of the World Cup. Novelty items and gifts are a further major winner, accounting for 20% of this extra retail revenue. The remainder of the retail gains will be made up of snacks (9%) and carbonated soft drinks (2%).
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