Industry & Business

Research by Mintel predicts the financial benefits generated by the World Cup for Britain – revealing that retailers will gain around £355 million from the tournament with significant additional sales of food and beverages resulting. 

“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.” explains Richard Cope, Senior Trends Consultant at Mintel.

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 – indeed, as many as one in ten (9%) Brits are getting into the spirit of the tournament by having bought or planning to buy World Cup merchandise for this year’s tournament. The remainder of the retail gains will be made up of snacks (9%) and carbonated soft drinks (2%).

One in ten (9%) Brits are getting in the spirit of the World Cup by having bought or planning to buy World Cup merchandise for this year’s tournament. And for some, the World Cup could be an excuse for a shopping spree as one in 10 consumers (12%) admit they sometimes go shopping to avoid watching sporting events on the TV such as the World Cup or Olympics

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.

But employers beware – things may slacken in the workplace – indeed, over one in 10 Brits (13%) admit that they are planning on leaving work early to watch a game starting at 5pm.

Finally, it seems the focus on Brazil will deliver more benefits for the country than just the short term impact of the World Cup. Indeed, over one in 10 (13%) consumers claim the World Cup has made them interested in visiting Brazil. Furthermore, some 9% of consumers claim to be interested in trying Brazilian products such as food and or drink from Brazil and (17%) of World Cup viewers and listeners say that they would like trying out different food and drinks to match the teams they are watching during the tournament.

“The World Cup is the start of Brazil’s prolonged three-year period in the media spotlight and it already appears to be working on consumers,” says Richard Cope, “arousing and piquing their interest in Brazil as a destination and producer of food and drink. Drinks from guarana, to cachaca and Brahma beer all have huge potential, as does churrasco barbecue and functional fruits like acai berries. Beyond that, beachwear brands from Blueman to Aqua de Coco – as well as established brands like Havaianas (which has just expanded into clothing) – have the potential to become the brands of this – and subsequent – summers. What’s great is that our (Britain’s) knowledge and perceptions of Brazil are quite dated, so there’s plenty of fresh marketing territory to explore.”