Every 4 years the nation is gripped by the FIFA World Cup – so how does success or failure on the pitch by England (and the other teams) impact the behaviour of British consumers? In store performance is shown below: we await figures from the pub sector with interest, despite England’s on pitch results!
For each week of the World Cup, WDR is sharing a few highlights from the results on the pitch, together with some relevant findings from the weekly sales of key drinks categories in British supermarkets, using data provided by IRI. Key increases in non-BWS categories affected by the World Cup will also be highlighted.
In the stores : week 1
- Lager sales were up 47.4% in value, 49.2% in volume vs last year for the week ending 14 June 2014
- Cider sales were also buoyant, up 44.0% in value, 38.6% in volume vs last year
- Ale and stout also picked up strongly, with volumes up 26.5% vs last year
- Still wine volume and value down on last year, despite the hot weather
- Sparkling wine and Champagne also had a good week, with sales up around 25%
- Spirits volumes up 9.8%, value up 3.8% vs last year
Massive sales boost for beer
Tim Wilson, Managing Director of WDR, commented: “The latest IRI data shows just how important events like the World Cup are for the flagging beer industry. Against a long term backdrop of volume decline, the grocers report a massive boost in sales for the first week of the World Cup, although volume gains in lager and ale appear to have been achieved at the expense of gross margin.
“We can compare sales for last week with average sales for the previous 4 weeks to see how much sales spiked for the World Cup. Cider provides a good example: whilst sales for the 4 weeks to 7 June were down 3.6% in value compared to the same 4 weeks from last year, sales for the week ending 14 June were up 35.2% compared to the average for the 4 weeks to 7 June.
“The World Cup typically has a much less significant impact on still wine. Both volume and value were actually down year on year for the week ending 14 June, as many consumers switched to the beer and cider categories.”
Tim Eales, Director of Strategic Insight, IRI also commented: “A perfect storm of the World Cup, the weather and Father’s Day BBQs have created growth conditions for party food and drinks.
“Overall, the soft drinks category increased 18% vs. the same week a year ago, with cola sales up by a massive 25%. Whilst confectionery suffered, to the tune of -11% in value sales, Bagged Snacks and Nuts gained 7% in value and in packs.
“Pizza showed no growth in the previous 4 weeks but grew by 3% in packs during the first World Cup week, with value sales up by 8%. Other party food from the chiller cabinet also benefitted, mostly moving from year-on-year pack decline into growth and gaining value sales in the week to 14th June. The best performer was Coleslaw, Dips, Salads which was up 17.4%.”
Key sales movements for beer, wines and spirits
Contact details for more information
WDR : Tim Wilson 07881 501180
IRI : ukmarketing@iriworldwide.com
For more information click here