How major sporting events are reshaping consumer purchasing

A recent article by Cara Houlton in The Grocer caught our eye, highlighting how major sporting events are reshaping consumer purchasing behaviour in real time.

During the FIFA World Cup, Asda has seen online orders jump by up to 30% during half-time and the newly introduced hydration breaks, as shoppers take advantage of quick delivery windows to top up on match-day essentials.

Compared with the previous week, sales of desserts and ice cream have risen 127% (no doubt buoyed by the unseasonably hot weather), beer 76%, soft drinks 50.5% and snacks 31.7%.

Convenience is becoming increasingly occasion-led. Rather than planning ahead, they are using rapid delivery to cater to the moment, whether that's a break in play, a heatwave or a late-night kick-off.

As retailers continue to expand their on-demand delivery capabilities, these moments represent a growing opportunity to capture incremental spend. Understanding when consumers are most likely to buy is becoming just as important as understanding what they want to buy.
Another great example of how changing consumer behaviour is influencing the food and drink industry.