I’ve just found out that the England football team has cost UK supermarkets up to £55m in lost sales over the two weeks since they were unceremoniously booted out of the 2014 World Cup. (This is according to analysis of the sales data from global market and shopper intelligence firm IRI.)
Compared with the four weeks preceding the start of the World Cup, sales of alcohol, soft drinks, bagged snacks, pizza, chilled party food and bread rolls, in the first week of matches, shot up by over £50m. After England lost to Uruguay, the sales peak of these products in the following week slumped by £38m.
So, not only did the England team fail to match our already low expectations in Brazil, they ruined the party mood so much that we decided to stop buying lots of unhealthy, yet tasty snacks and stuff just after their first game. I confess, I bought a new shirt that week instead of the usual Coca-Cola, Peroni and M&S cheese puffs (oh, they’re so good).
During the third World Cup week (week ending 28 June), after England’s Costa Rica match, sales dropped again, almost back to where they started. IRI estimates that the lost sales caused by ‘World Cup fatigue’ over the last two weeks could be worth between as much £55m and £60m.
In some depth, here are more highlights from the IRI analysis:
So, there are some positives to take from all of this analysis, such as Scotch eggs being cold comfort for our misery (who knew?) and Champagne sales increasing (I didn’t know there were so many Uruguayans in the UK). Otherwise, Mr Hodgson, you have a lot more to answer for than I first thought.
If you piled your cupboards high with football snacks and a few beers/softies, what did you get? I’d love to know what the most popular World Cup F&B brands were! Email me.
It’s official then: football is bad for your health! http://t.co/XOjE5Dw1bl via @ShaunFoodBev — NutraFormulate (@NutraFormulate) July 8, 2014
It’s official then: football is bad for your health! http://t.co/XOjE5Dw1bl via @ShaunFoodBev
— NutraFormulate (@NutraFormulate) July 8, 2014
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@ShaunFoodBev Its a great article! — Liat Simha (@LiatSimha) July 8, 2014
@ShaunFoodBev Its a great article!
— Liat Simha (@LiatSimha) July 8, 2014
As if the results weren't bad enough! RT @FoodBev: What happened to food & drink sales when @england left #WorldCup14 http://t.co/xdTJqprpjf — Hain Daniels Group (@HainDaniels) July 8, 2014
As if the results weren't bad enough! RT @FoodBev: What happened to food & drink sales when @england left #WorldCup14 http://t.co/xdTJqprpjf
— Hain Daniels Group (@HainDaniels) July 8, 2014
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