This article has been produced and shared by Kellanova
With major football tournaments set to kick off this June, convenience retailers are preparing for what is expected to be one of the busiest periods for large sharing crisps outside of Christmas. Major tournaments consistently drive demand for savoury snacks, soft drinks and beer — and this year, Pringles and Cheez‑It are helping retailers maximise the moment. Stock more to score more with the no.1 large sharing crisp brand*! Pringles & Cheez-it are giving you the chance to score big this World Cup. If you stock Pringles 165g + Cheez-it 120g, you can win up to £10,000, but if you also stock up on Pringles 70g + Cheez-it 65g, the prize pool goes to a whopping £25,000. Stock up today to be in a chance to win big!
*Media: Digital & Social Media, Wholesale activation, POS.
Source: Nielsen | Large Sharing Crisps | Total coverage | Value Sales | Data to 24th January 2025.
Tournament Trading: Why Retailers Should Prepare for a Surge
Match‑day missions drive last‑minute top‑ups
Kantar data shows that purchasing for football tournaments happens close to kick‑off, particularly for midweek fixtures. During England’s first game of the 2018 World Cup, shopper participation in alcohol purchases jumped from 0.04% to 0.127% on the day of the match (Source: Kantar Worldpanel Plus survey). This behaviour extends to snacks and soft drinks, making convenience stores the natural destination for “tonight’s match” missions.
Convenience share rises during tournaments
Convenience’s share of take‑home FMCG typically peaks during tournament months, rising to 13.3% during Euro 2016 compared with 12.5% for the full year (Source: Kantar FMCG Panel). This uplift is driven by beer, soft drinks and savoury snacks — categories that dominate match‑day baskets.
Savoury snacks consistently outperform
Across multiple tournaments, savoury snacks show a clear uplift. During the 2020 tournament period, the category indexed at 130.9 vs July 2017, significantly ahead of total FMCG (Source: Kantar Worldpanel Plus). This reinforces the importance of stocking strong sharing brands during football season.
Evening fixtures deliver the biggest spikes
With key games scheduled for evenings and weekends, retailers can expect heightened demand. Evening fixtures deliver a +10.2% uplift vs the average Saturday in the period (Source: Kantar FMCG Panel). This aligns perfectly with sharing formats such as Pringles and Cheez‑It.
