Walmart Tracks World Cup Fan Shopping Habits

By Lauren Mitchell 15/07/2026 2 min read 10 views

Walmart has released data on the shopping habits of soccer fans during the World Cup, showing how consumers planned to grocery shop during the tournament. According to a study from Walmart’s analytics arm, Walmart Data Ventures, about half of consumers who identified as soccer fans expected to increase grocery spending by at least 25% during major match weeks.

The study, which surveyed 1,021 soccer fans, found that the majority of fans planned to buy salty snacks, followed by frozen foods and appetizers, fresh deli items, beer, wine, and hard seltzer, and non-alcoholic beverages. Most consumers cited deals as a key purchase driver, while brand familiarity would influence their choices.

Two-thirds of the surveyed soccer fans said they expected to watch matches with groups of two to five people, while 21% anticipated watching with six or more people. Walmart found that fans ages 25 to 44 were more likely to watch matches at bars, restaurants, and organized watch parties than older consumers.

Fifty-six percent of soccer-fan shoppers ages 18 to 24 said they had discovered a new food or drink product because of marketing or advertising related to the World Cup, while other fans were less likely to say so as they got older. Nicole Ryner, group director of business strategy at Walmart Data Ventures, noted that shoppers ages 25 to 44 were more likely to try new products because of tournament-related marketing, while shoppers 45 or older tended to stick with familiar, trusted brands.

Walmart has seen some of these findings play out in its sales data, with an uptick in sales of game-day categories like salty snacks, deli, and frozen desserts. Ryner said that viral moments also appeared to shape the basket, with a lift in items like condiments, indicating that social trends can shape a basket just as much as the game itself.

One interesting aspect of the World Cup’s impact on shopping habits is the way it brings people together, creating opportunities for brands to connect with their audiences in new ways. As people gather to watch matches, they’re not just watching the game – they’re also sharing food, drinks, and experiences with others, creating a unique cultural moment that brands can tap into.

A separate study found that visits to grocery, restaurant, hotel, and sporting goods stores rose significantly in the hours before kickoff on the day of the June 12 opening match.

They can turn these shifts into growth, serving customers better and winning in moments when shopping patterns are being rewritten.

As the World Cup continues, retailers and brands will respond to the shifting shopping habits of soccer fans. With the right insights and strategies, they can serve customers better and win in moments when shopping patterns are being rewritten.