Food retail: World Cup likely to boost in-hom...
Food retail

World Cup likely to boost in-home category

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Kim Heath, Senior Retail Insight Manager at AHDB, states that group packages such as a burger and a pint offer are key sales drivers for food service establishments, delivery and takeaways.
Kim Heath, Senior Retail Insight Manager at AHDB, states that group packages such as a burger and a pint offer are key sales drivers for food service establishments, delivery and takeaways.

UNITED KINGDOM, Kenilworth. According to analysts at the Agriculture and Horticulture Development Board (AHDB), the World Cup in Qatar will likely boost in-home spending in the UK. Due to the winter season and the cost of living crisis, consumers are more likely to celebrate at home.

Exacerbated sales for BBQ cuts, burgers, grills and BBQ-related condiments typically seen during regular summer tournaments are not to be expected. Celebratory meals are more likely to mirror what can be seen at winter events such as Halloween and Bonfire Night, Kim Heath, Senior Retail Insight Manager at AHDB, states. This could be beneficial for sales of primary roasting joints, mince and stewing, with hearty, warming, and sharing meals prominent at these times. Party foods are also likely to be favoured due to the upcoming Christmas season.


Heath also emphasised that retailers and food service channels need to strike a balance to support the tournament and Christmas, which focus on very different types of meals. Even though people are enjoying socialising again after the pandemic had dampened celebrations for a long time, some shoppers will be more interested in preparing for and celebrating the run-up to Christmas.

Source: Agriculture and Horticulture Development Board

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