Does the FIFA World Cup change Europeans consumption practices? What industry benefits the most from the football events? In this Customer Report we aim to inform you about the current trends of what people are buying during this World Cup, consumer preferences for certain brands or products, and other relevant insights.

1. FACT BASED RETAIL ANALYTICS
C O N S U M P T I O N T R E N D S W O R L D C U P 2 0 1 8

2. FACT BASED RETAIL ANALYTICS
Does the FIFA World Cup change Europeans
consumption practices? What industry benefits
the most from the football events?
In this Customer Report we aim to inform you
about the current trends of what people are
buying during this World Cup, consumer
preferences for certain brands or products, and
other relevant insights.
DOES THE FIFA WORLD CUP DRIVE SALES?

3. FACT BASED RETAIL ANALYTICS
Of these, 93% are planning to watch the games
live on t.v. A further 27% want to catch the
games out at a pub or bar.
VIEWING PATTERNS FIFA 2018
78% of our respondents are expecting to watch at
least one of the games.

4. FACT BASED RETAIL ANALYTICS
Most respondents indicated they
intended to watch the games with
company.
Yes
76%
No
8%
I Don't Know
Yet
16%
VIEWING PATTERNS FIFA 2018
Are you going to watch the games with family / friends / co-workers?

5. FACT BASED RETAIL ANALYTICS
50% of respondents expect to increase their food & drink
consumption during the World Cup.:
INCREASED PURCHASING
82%
15%
32% 29%
Packaged, Ready
to eat
Pre-cooked, Ready
to eat
Frozen, Ready to
eat
Take out
Types of food
The majority of respondents prefer to stay out of the
kitchen and buy ready to eat food or order in
takeout.

6. FACT BASED RETAIL ANALYTICS
Beer and soft drinks are the preferred drink types
during the World Cup.
Multi-packs are the most popular packaging
format, followed by individual items.
WHAT IS BEING PURCHASED FOR THE WORLD CUP?
74%
19%
12%
64%
12%
25%
35%
4%
Beer Wine Spirits Soft
Drinks
Energy
Drinks
Juices Water Other
Type of Drinks
36%
7%
16%
41%
24%
3%
Single
Items
2 - Packs 4 - Packs Multi-Packs Crate Other
Packaging Type

7. FACT BASED RETAIL ANALYTICS
Italy GermanyNetherlandsFrance Belgium UK
PREFERRED BEER BRANDS BY COUNTRY

8. FACT BASED RETAIL ANALYTICS
Italy GermanyNetherlandsFrance Belgium UK
PREFERRED SOFT DRINK BRANDS BY COUNTRY

9. FACT BASED RETAIL ANALYTICS
Italy GermanyNetherlandsFrance Belgium UK
PREFERRED ENERGY DRINK BRANDS BY COUNTRY

10. FACT BASED RETAIL ANALYTICS
Italy GermanyNetherlandsFrance Belgium UK
PREFERRED CHIP SNACK BRANDS BY COUNTRY

11. FACT BASED RETAIL ANALYTICS
In most markets where Heineken is present it is expected to
have high market share, with exception of Belgium and
Germany
THE PREFERRED BEER BRAND

12. FACT BASED RETAIL ANALYTICS
Coca Cola is the preferred soft drink brand, with 79% of
respondents declaring they are going to purchase the
brand.
THE PREFERRED SOFT DRINK

13. FACT BASED RETAIL ANALYTICS
In countries where Red Bull is present it is the clear favorite
energy drink with 76% of people.
THE PREFERRED ENERGY DRINK

14. FACT BASED RETAIL ANALYTICS
When it comes to the chips category it is more open, While
Lays is the favorite in many countries, local brands are also
performing relatively well. (Lays European Preference 58%)
THE PREFERRED CHIP BRAND

15. FACT BASED RETAIL ANALYTICS
However, those who will buy are highly interested in buying
a new television or smartphone. 30% & 29%.
TIME FOR A BIG ELECTRONICS INVESTMENT?
Not really. Only 5% of our respondents claim they are
interested in making a major electronics purchase
during the World Cup.

16. The findings presented here are based on the results of an
investigative task launched via the Roamler app during the month
of June & July 2018. The purpose of which was to determine the
Roamler crowd’s purchasing practices related to the FIFA World
Cup 2018. The findings take into account the data collected from
2.890 respondents in The Netherlands, Italy, Germany, France, the
U.K. and Belgium.
Contact us at press@roamler.com
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