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Discover how World Cup rivalries, early stock‑ups, and localized demand will drive sharp, time‑bound spikes in F&B consumption.
Game‑day surges will be uneven and high‑velocity—requiring retailers and brands to anticipate demand moments before they hit.
Why it matters
Understanding World Cup consumption behavior empowers CPG leaders to prepare for intense, localized demand spikes and capture incremental value from high‑stakes shopping occasions.
Rivalries drive volume:
Marquee matchups create compressed surges in food and beverage spending—requiring precision assortment and real‑time replenishment.
Homemade wins the party occasion:
Shoppers are leaning into intentional, at‑home preparation, shifting growth toward ingredients, components, and complementary categories.
Host cities become the demand epicenter:
With 11 U.S. host cities, consumption patterns will localize sharply, driven by travel inflows and match schedules.
CPG leaders who understand these shifts early gain a competitive edge.
Discuss what this means for your business
Insights From NIQ Thought Leaders
Our market and consumer experts unpack the data behind the Perspective—highlighting what’s changing, why it matters, and where companies should focus next.
“Major sporting events like the World Cup are powerful demand catalysts for FMCG—but growth is not automatic. What separates winning retailers and brands is their ability to remove friction and anticipate demand before it hits. With one‑third of World Cup viewers planning to shop a week or more in advance, readiness ahead of marquee matchups becomes critical. The most intense rivalries don’t just draw the biggest audiences—they drive the largest spikes in food and beverage demand.”
–Chris Costagli
Vice President, Thought Leadership F&B Insights Lead, NielsenIQ
Why meet with NIQ?
In a short session with our team, we’ll take a closer look at your category and business priorities and help you identify the most relevant insights, tools, or next steps for your needs. Whether you’re exploring the findings from this Perspective or evaluating broader growth opportunities, our experts will point you toward the right path forward.
