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How Independent Grocers Can Score On Game Day

game day snacks

Kansas City barbecue or San Francisco sourdough? This year’s Super Bowl offers an opportunity to feature them both in your store – along with all the other game day favorites as your customers shop in preparation for enjoying the Chiefs-49ers matchup on Sunday, Feb. 11.

Three in five consumers plan to watch Super Bowl LVIII, most of them at home, according to a recent survey by the market analysts at Numerator. So, that means they’ll be buying groceries – plenty of snacks and beverages to sustain them through every play and commercial.

Topping the list of treats you’d be wise to stock up on: chips, favored by a whopping 75 percent of consumers, followed by dips, including salsa and guacamole; pizza; chicken wings; and nachos.

Soda (or pop, depending on what part of the world you live in, including mine) is the most popular game day beverage, on the shopping lists of half of all Super Bowl watchers.

That’s followed by beer (37 percent), spirits (22 percent), wine or champagne (22 percent), sparkling water (15 percent), juice (13 percent), hard seltzers (10 percent), ready-to-drink cocktails (9 percent) and THC- or CBD-infused beverages (3 percent). Of course, there’s a clear generational trend there – Gen Z and Millennial consumers are twice as likely as older generations to purchase RTD cocktails, hard seltzers and infused beverages.

And among beer drinkers, Numerator says Chiefs fans are more likely to buy Michelob Ultra, while those cheering for the 49ers are more likely to imbibe Modelo. Further, NFL fans make five additional trips to the store per year for beer and snacks compared to the average consumer, spending almost $100 more annually on beer and over $50 more on snacks, Numerator reports.          

So, now that you know what you should be selling and how much, here’s a few other interesting tidbits that Numerator uncovered about Super Bowl viewers that may influence your marketing practices:

  • Two-thirds are interested in the game, but 60 percent say they want to see the commercials. Meanwhile, 48 percent are tuning in for the halftime show, while slightly less are mainly in it for the snacks and drinks.
  • Older generations are focused on the game, while younger generations are more about the experience, with a Taylor Swift appearance likely to draw more Gen Z and Millennial viewers.
  • The average NFL fan is an older, high-income male. Forty-Niners fans are “young, diverse and avid about their sports fandom,” while Chiefs fans tend to be older and enjoy in-person college sports.
  • Three-fifths of NFL watchers use social media several times a day; their favored platforms are Facebook, Instagram, Snapchat and TikTok.

These insights offer guidance not only on how to be ready for Super Bowl Sunday, but how to target football-loving consumers during the rest of the year.

Read more association news from The Shelby Report.

About the author

Jim Dudlicek

Director, Communications and External Affairs at NGA

Jim Dudlicek is Managing Editor and Content Strategist at NGA. The National Grocers Association is the trade association representing the U.S. independent community supermarket industry. NGA members include retail and wholesale grocers located in every congressional district across the country, as well as state grocers’ associations, manufacturers and service suppliers.

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