While supermarkets may be anticipating a major jump in spending during the World Cup, new data from Circana has said this is “unlikely”. 

Looking back at Euro 2024, the data provider said that increases in beer sales did not translate into higher overall consumer spending. 

Beer sales volumes grew by 0.9% year-on-year during the summer of 2024, when England reached the Euro 2024 final. However, this had only a limited impact on value due to increased promotional activity. 

Circana said a similar trend is expected this year, as consumers continue to seek more affordable ways to drink. 

Pubs and bars could see a stronger boost if this year’s tournament follows a similar pattern to the Euros. Retailers, however, are being encouraged to take a more cautious approach to their expectations and pricing. 

Alex Lawrence, senior strategic insight director for UK CPG at Circana, said: “The excitement around England and Scotland games should boost beer and snack retail sales but the tournament is landing just as the cost-of-living situation worsens and more shoppers are looking to manage their grocery spend. 

“Even the most ardent fans will look to trade down to cheaper products, buy on promotion and hold back on the beers just a little

“The danger for brands is that they may sell more product but give away too much value through discounts to deliver year-on-year value sales growth.”