Grocery Shopping and the Football World Cup (May 2010)

TNS Omnibus conducted a survey in association with the Grocer Magazine, published 22nd May, about what plans consumers have in mind with regard to grocery shopping behaviour during the forthcoming Football World Cup to be held in South Africa. Additionally, to establish any awareness of World Cup sponsorship/tie-ins and the impact of World Cup branding on grocery products. 

The survey ran to a representative sample of 1006 GB adults aged 16-64, conducted via OnLineBus 6th-10th May 2010.

Click here to request a complimentary data set from which the findings below were drawn.

Below is a summary of the main points of interest from the research.

•Over a quarter of consumers (28%) claim they’ll change their grocery shopping behaviour when the Football World Cup is on to maximise associated supermarket offers, events, competitions and promotions. This is significantly more men than women (34% and 23% respectively) which perhaps reflects that beer and lager offers have been picked up by the men.

This may be the time that men will encourage or even initiate visits to supermarkets other than their main store to shop around for the best offers.

•Asda is perceived (by 16%) as having the best value for money World Cup offers and promotions. Marginally behind comes Tesco with 14% of mentions. Morrisons comes in third with 6%, then Sainsbury’s with 4%. All other mentions are at 1% level or lower.
Again it’s the men leading the way in terms of realising what World Cup offers and promotions are available in the first place; 60% of women couldn’t name any stores compared to significantly less men (51%). Men, not generally known for keeping a sharp eye on grocery deals have picked up on these probably because of the football tie-in and the fact that many offers are for beer/lager deals.

There is evidence that those interested in the World Cup (will watch any of the tournament on TV) are more engaged with the offers; only 45% of this group couldn’t name any stores whilst for those not planning to watch any of the action this figure was 74%.

•Foods that require little preparation or attention will see increased sales during the World Cup – anything for an easy life to facilitate grazing in front of the TV. A third of consumers say they’ll be buying more beer and bagged crisps/nuts/snacks during the course of the tournament (34% and 33% respectively). One in four (26%) will be buying more soft drinks and a similar proportion food for the BBQ (24%). The ultimate easy option is take-away, and one in five (19%) of us expect to be buying more of these! Other lines that more will be spent on than normal include buffet style pre-prepared dishes (17%) and deli salads and dips (15%). 17% will spend more on wine than usual and 14% more on cider.

•16% will be having some form of World Cup themed party or home entertainment. Significantly more men than women (23% against 10%) and those in the younger age groups (26% 16-34 against 11% of 35-64’s).

An average of £120 will be spent by those holding such an event to buy such items as beer/lager and crisps/nuts/snacks (78% for each), soft drinks (72%) Food to BBQ (70%) and wine (52%). Other items come in at less than 50%  scores, and include 24% saying they’ll buy special World Cup ‘theme’ food.

•Half of us (50%) are ambivalent about World Cup branding or imagery on grocery items. Even 47% those who will have some degree of engagement with the forthcoming World Cup (will watch at least some on TV) say it really has no effect on them one way or another. 

However, 22% are pro World Cup tie-ins, agreeing with the statement ‘I think it’s a great idea for brands and products to get involved in the excitement of the World Cup’.

But a note of caution – it needs to be relevant; 15% say they are not impressed with brands and products hopping onto the World Cup bandwagon if they have no previous association with football.

Men are more swayed than women by the persuasive powers of Football World Cup associations; 11% say if it makes a product more attractive they’ll buy it compared to only 5% of women – overall 8% of the sample.

A similar overall sample percentage of 7% say it puts them off buying a product if the World Cup packaging looks unattractive.

•Overall, two-thirds (65%) of us say we’ll see at least some of the football World Cup action on TV (77% of men and 53% of women). Of all the areas of the country, London will have the most avid viewers with 71% saying they’ll watch at least some of the tournament; Wales and the Westcountry are the least engaged with only 56% planning to catch any play. Just over a third of Brits say they aim to watch as many matches as possible (55% men and 18% women). A third of women (32%) say they won’t pay any attention at all.

•Coca Cola dominates the Football World Cup top-of-mind association. 22% said it was the first Grocery Brand that came to mind in association with the forthcoming World Cup. Other mentions came in at 5% or lower.

14% said that Coca Cola was either a World Cup partner or sponsor. Next highest mention was McDonalds and Adidas, each at 9%. Budweiser and Sony each achieved 5%, whilst Visa scored 4%.

Nike, Pepsi and Mastercard also scored 4% each – despite the fact they are neither Football World Cup sponsors or partners, so clearly benefitting from mis-attribution; such huge sponsors of other events and sports talent, they are almost ubiquitous to some.