Takeaways and alcohol brands are World Cup winners too

Ben TobinYouGov PR Manager
July 08, 2014, 2:25 PM GMT+0

With the World Cup now a only a pleasant memory for many, we highlight a consumer research study conducted at the beginning of the tournament, which revealed fans’ planned eating and drinking habits that coincided with the games.

While England’s ill-fated campaign ended once again in ignominy and disappointment, for the food and drink industry, the games in which England were involved provided a huge opportunity to promote their product.

Over three in ten (31%) said they were planning to buy lager, beer or Guinness to drink during the game against Uruguay, with men (36%) being more likely to do so than women (26%). 16% said they were planning to have wine during the match, with 5% preferring spirits.

Takeaways were also set to have a successful time according to the research. One in ten (10%) said they would be having one during the game, with 7% choosing to have a pizza. This popularity may be due to the fact that half (50%) said they were planning to watch the game at home with family, while a quarter (25%) said they would watch it alone in their house. 12% said they would entertain friends at home. In contract, a fifth (20%) said that they would eat out at restaurants less during the competition.

Soft drinks and confectionary were as popular as always. A third said they were planning to buy snacks such as crisps and peanuts among others. Carbonated soft drinks such as Coca Cola and Fanta accounted for 15%.

Pubs are often the epicentre of the community when the tournament is on and that is reflected in the results. One in ten (10%) confirmed that they expected to visit the pub more regularly during the month of action, and 7% of those who planned to watch England said they would do so in that environment.

Full screen infographic click here