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Marketing Sainsbury's Tesco

64% of shoppers want supermarkets to push offers around the World Cup

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By Jennifer Faull, Deputy Editor

June 10, 2014 | 2 min read

Sixty-four per cent of consumers are looking for supermarkets to up the number of offers they have around crisps, snacks, beer and cider in the run up to the Fifa World Cup, a study from Savvy Marketing has found.

A further 39 per cent said they want special offers around party food and 17 per cent of shoppers want to see offers on replica shirts.

However, few are looking to buy commemorative items - only eight per cent said they were planning on doing this.

“The competition between supermarkets has never been fiercer and big events like the World Cup play a key role in adding interest and excitement to shopping,” said Alastair Lockhart, insight director at Savvy Marketing.

The survey of 1,000 consumers also looked at the age-groups most interested in the World Cup; 35-44 year old shoppers are the group most interested in the event (43 per cent), and 18-24 and 55-64 year olds tie for second most interested with 31 per cent.

Forty-eight per cent of those interested in getting involved were male shoppers and 23 per cent female.

Separate research from Conlumino released yesterday predicted that £271m will be spent on snacks and drinks during the World Cup. Sainsbury's has said it expects sales of beer and cider to be more than double those during a normal week and Tesco predicts it will sell twice as much beer than usual and see a 25 per cent spike in sales of snack food.

Marketing Sainsbury's Tesco

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