Walmart reports soccer fans’ World Cup buying trends

Walmart’s latest consumer study sheds light on how soccer fans altered their grocery shopping during the World Cup, revealing a notable rise in spending and a shift toward party‑ready foods.

Spending spikes and snack preferences

According to Walmart Data Ventures, roughly half of the 1,021 surveyed fans expected to increase grocery outlays by at least 25 % during weeks featuring major matches. The study, conducted in June, captured both casual viewers and devoted supporters who belong to the Walmart Customer Spark Community.

Salty snacks topped the list of planned purchases, with 78 % of respondents indicating they would buy chips, pretzels or similar items. Frozen foods and appetizers followed at 64 %, fresh deli items at 54 %, and both alcoholic and non‑alcoholic beverages at 53 % each. Impulse buying was expected by about nine‑tenths of participants, suggesting that many shoppers would add unplanned items to their carts while gathering for viewings.

Deal hunting emerged as a strong motivator, with 61 % of fans citing discounts as a key factor, while 59 % said brand familiarity would steer their choices. These insights point to a dual focus on price and trusted products during the tournament.

How fans gathered and what they bought

Two‑thirds of those surveyed anticipated watching matches with groups of two to five people, and 21 % expected larger gatherings of six or more. Younger adults, particularly those aged 25 to 44, were more inclined to view games at bars, restaurants or organized watch parties compared with older shoppers.

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Among the 18‑to‑24 cohort, 56 % reported discovering a new food or drink because of World Cup‑related marketing, a rate that declined with age. This generational divide hints at a willingness among younger fans to experiment with novel products, while older consumers tended to stick with familiar brands.

Walmart observed an uptick in sales for categories such as salty snacks, deli items and frozen desserts. Items like ranch dressing also saw growth, reflecting a desire for versatile dips that pair well with shared plates. Condiment sales rose, a pattern analysts linked to viral moments that spread through social media during the games.

Understanding why such shifts matter helps retailers anticipate demand rather than react after the fact. The rapid change in basket composition shows how a global event can reshape shopping behavior in a matter of days, offering brands a chance to align inventory and marketing with evolving consumer needs.

Broader retail impact around venues

Separate research from Arity highlighted a surge in foot traffic near SoFi Stadium on the opening match day, with grocery, restaurant, hotel and sporting‑goods visits climbing markedly in the hours before kickoff. Lunch‑time restaurant traffic doubled compared with the previous Friday.