How major soccer fandom is creating new retail opportunities

Ahead of this summer's major international soccer matches, Walmart Data Ventures research found that fans were making larger grocery trips to prepare for watch parties while keeping value top of mind.

June 30, 2026

Before this summer’s major international soccer tournament kicked off, Walmart Data Ventures surveyed consumers through the Walmart Customer Spark Community to understand how they were planning to cheer on their team. The findings, based on Walmart first-party data from June 2026 and provided by Scintilla, revealed that the tournament was already influencing far more than viewing habits—it was reshaping how consumers intended to shop.

In the survey, nearly half of fans said they expected to increase grocery spending by at least 25% during major match weeks, signaling significant opportunities for retailers to capture incremental demand across food, beverage and entertaining categories. The findings point to a broader shift in consumer behavior, with households planning gatherings and stocking up on game-day essentials–all while seeking value–ahead of matches as they prepared to watch with friends and family.

Match-Day Shopping Insights

Expected grocery spending during a major match week (%)

Match day is becoming a grocery occasion

For many consumers, watching soccer is increasingly a social experience centered around food.

Two-thirds of fans surveyed say they expect to watch matches with groups of 2 to 5 people, while another 21% anticipated gatherings of 6 or more people. As a result, shoppers said they are building baskets designed for sharing and entertaining.

Among those planning purchases for match-day gatherings:

78% plan to purchase salty snacks
64% plan to purchase frozen foods and appetizers
54% plan to purchase fresh deli items
53% plan to purchase beer, wine or hard seltzers
53% plan to purchase non-alcoholic beverages

The findings suggest that snacks, ready-to-serve foods and beverages remain core components of the match-day basket, creating opportunities for retailers to drive cross-category purchases.

Match-Day Shopping Insights

What's going into the match-day basket?

Fans are stocking up on snacks, appetizers and beverages to fuel unforgettable soccer watch parties.

% of fans who planned to purchase each category

Younger fans are turning matches into social events

While fans across all generations are participating in this summer's tournament, younger consumers are driving many of the social behaviors surrounding match-day viewing.

Fans ages 25-44 are significantly more likely to watch matches at bars, restaurants and organized watch parties than older consumers. They are also more likely to host gatherings at home.

This younger audience is helping transform major soccer matches into social occasions, creating opportunities for retailers to capture spending associated with entertaining, convenience foods and group gatherings.

Older consumers, by contrast, are more likely to prioritize familiar brands and established favorites when shopping for match-day occasions.

Soccer Fan Insights

Younger fans are more likely to watch together

Younger customers are turning this summer's soccer matches into shared experiences–at home and out.

% who plan to watch soccer matches in each way

Deals drive trips, but impulse purchases drive bigger baskets

While consumers are willing to spend more during major match weeks, they remain highly value conscious.

Many said price and promotions were going to be the most influential factors when selecting food and beverages for match-day gatherings, with 61% citing deals as a key purchase driver. At the same time, 59% said brand familiarity was going to influence their choices, suggesting consumers planned to balance value with trust in products they already know and enjoy.

Shoppers also indicated that once in the aisle, many end up buying more than they originally planned.

Nearly 9 in 10 customers anticipated making impulse purchases when shopping for sporting-event gatherings, while nearly half say it happens frequently while shopping. Whether it's an extra beverage purchase, another bag of snacks or a last-minute appetizer, these additions can significantly increase basket size.

For brands this combination creates a powerful opportunity. Promotions and value messaging may help bring shoppers into the category, while strategically placed displays, bundled offers and cross-category merchandising can encourage additional purchases throughout the store.

Soccer Fan Insights

Younger fans discover more because of soccer

Tournament-related marketing is inspiring younger fans to try new foods and drinks

% Who discovered a new food or drink product because of marketing or advertising related to the big soccer game

For suppliers, the message is clear: value gets shoppers' attention, but trusted brands help close the sale.

The Opportunity Ahead

Brands may have a narrower window to influence purchasing decisions than expected. Most shoppers purchase snacks, beverages and entertaining essentials within 1 to 2 days of a match, creating concentrated demand immediately before major games.

With younger consumers driving social viewing, product discovery and larger baskets, the findings suggest that major international soccer matches are becoming more than a sporting event—they are becoming a meaningful retail occasion.

Personalize Snapshots