Market Research News

News Archive

Top Stories
Over A Quarter Of All Shoppers Are Open To 'Conversational Commerce', Reports IGD
Friday June 23 2017 04:57
Global Update on Nutrition Labelling
Tuesday June 20 2017 09:49
Strategies For A Successful Product Launch
Monday June 19 2017 09:45
Global Plant Milk Market To Top US$16 Billion in 2018
Tuesday June 13 2017 07:53
UK Food And Grocery Forecast To Grow By 15% By 2022
Thursday June 08 2017 03:35
NPD Will Be Major Source Of Growth For Confident Food Industry
Monday May 22 2017 03:26
Global Organic Baby Food Market to Reach $11,592 Million, Globally, by 2023
Monday May 15 2017 04:56
UK Consumers Giving Meat The Chop
Thursday May 11 2017 03:55
Healthy Eating, Sustainability And Convenience Are Impacting The Global Packaging Market
Thursday May 11 2017 03:16
Britain’s Sweet Tooth Helps Grocery Sales Rise At Fastest Rate Since 2013
Wednesday May 03 2017 06:40
Pies Please Dads For Father's Day Poll Reveals
Tuesday May 02 2017 03:34
Global Dinner RTE Foods Market 2017-2021 - Market Landscape, Growth Prospects and Key Vendors
Friday April 21 2017 03:43
New Eye Tracking Research Highlights Brand Impact Of Foils And Laminates On Customers
Thursday April 20 2017 04:07
Shoppers Turn To Healthy Eating As Free-From Soars In Grocery Market
Tuesday April 04 2017 06:55
Clean Eating Pushed Avocados Centrestage For Consumers In 2016
Wednesday March 22 2017 04:29
Gluten-Free Report Technavio Reiterates Enormous ‘Worried Well’ Opportunity
Thursday March 09 2017 03:34
UK Grocery Market Grows As Price Rises Continue
Wednesday March 08 2017 10:06
Kefir Formats Flourish In Fermented Dairy Drinks
Wednesday March 08 2017 05:00
IEA Report Shows That People Prepared To Pay For Convenience Of Food
Thursday March 02 2017 18:04
Ready-to-Eat Food Market: Global Industry Analysis and Opportunity Assessment, 2016-2026
Thursday February 23 2017 05:39
Great British Chefs Unveils Uk’s Most Comprehensive Foodie Survey
Friday February 17 2017 11:08
Microwavable Foods - Quantitative Techniques & Analytics, 2016 Global Strategic Business Report
Monday February 13 2017 04:03
Aldi Becomes UK’s Fifth Largest Grocer
Friday February 10 2017 04:41
Checkouts Ring Up A Record Christmas As Grocery Market Waves Goodbye To Deflation
Tuesday January 10 2017 09:12
Health, Convenience and Choice Drive Fruit Snacks NPD
Monday January 09 2017 04:44
Christmas Comes Early For Premium Own Label Lines
Tuesday December 13 2016 06:51
Rise in Consumer Health and Sustainability Concerns Drives Food and Beverage Trends
Monday December 12 2016 04:39
Microwavable Foods - Quantitative Techniques & Analytics
Monday November 28 2016 04:32
Food Comes First When Celebrating Birthdays
Tuesday November 15 2016 02:50
Upsurge in Demand for Ready-To-Use Drinkable Therapeutic Food in the Market
Tuesday November 15 2016 02:46
Are You A Blower, A Mugger Or A Spooner?
Tuesday October 25 2016 06:25
Microwavable Foods - Quantitative Techniques & Analytics, 2016 Global Strategic Business Report
Friday October 21 2016 01:35
Tesco Wins Market Share For First Time In Five Years
Tuesday October 18 2016 05:09
Millennials Lead the Online Grocery Shopping Revolution in Europe
Tuesday September 27 2016 02:51
Brits Toast Sporting Success As Grocery Sales Grow
Wednesday September 21 2016 02:29
Global Frozen Ready Meals market 2016-2020
Monday September 19 2016 02:29
Food Industry “Social Media At Work” Survey 2016 Launches
Thursday September 15 2016 02:30
Grocery Market Heats Up While Promotions Cool
Wednesday August 24 2016 03:21
Many Millennials Shun Practice of Eating Three Regular Meals a Day
Friday August 19 2016 04:16
Grocery Market Fails To Feel Impact Of Brexit On Prices Or Volume Sales
Tuesday July 26 2016 06:56
DSM Concludes Only One Fifth Of Global Population Gets Sufficient Vitamin E
Monday July 18 2016 07:46
Big Four Supermarkets Retain Shoppers Despite Strong Growth From Competitors
Thursday June 02 2016 05:33
10 Reasons Why We Love Sarnies
Wednesday May 11 2016 03:44
DSM Unveils New Data On Consumers’ Top Health Concerns
Tuesday May 10 2016 12:13
Super Growth for 'Super' Foods: New Product Development Shoots Up 202% Globally Over the Past Five Years
Friday May 06 2016 03:09
Consumers Reap The Rewards Of Cheaper Goods
Wednesday May 04 2016 05:40
Forecast Growth For Global Ready Meals
Wednesday April 20 2016 04:48
Wheyhey Calls for Supermarkets to Take Action Against Sugary Snacks
Tuesday April 12 2016 05:34
Reasons To Be Cheerful As Early Easter Boosts Supermarket Sales
Tuesday April 05 2016 09:11
Annual Food Industry Social Media Report – Food Businesses Still At Risk
Wednesday March 16 2016 08:11
Seaweed-Flavoured Food and Drink Launches Increased by 147%
Friday March 11 2016 03:50
Over A Third Of Brits Don’t Know How Many Calories They Consume On A Typical Day
Thursday March 10 2016 05:09
Supermarkets Witness Fastest Growth In Five Months
Tuesday March 08 2016 18:07
Sales Of Crisps Lose Their Crunch
Wednesday February 24 2016 07:03
Brits Losing Connections With Food They Eat Says FSA Report
Friday February 19 2016 07:46
Future Food Trends And Invisible Commerce
Thursday February 18 2016 06:22
Organic Meat Is Better For You And Pasture-Fed Even Better Still
Wednesday February 17 2016 03:26
Gluten-Free Pizza Launches Soar 58% Globally Between 2012 And 2015
Wednesday February 10 2016 06:00
New Year Health Drives Mean Growth For Grocery Market
Tuesday February 09 2016 07:24
The Future Of Food In Focus At 2016 City Food Lecture
Wednesday January 27 2016 04:22 reveals what Brits will be eating in 2016
Monday January 25 2016 07:23
Top 10 Global Trens For Consumer 2016 White Paper
Thursday January 21 2016 05:55
Influential Food eVangelists May Be Emerging as the New Core Food Consumer
Thursday January 14 2016 06:50
Deflation Spoils The Christmas Party For Grocery Market
Wednesday January 13 2016 08:21
One In Six People Eating More Fish Than A Year Ago
Friday January 08 2016 08:08
Back to Basics Approach Creates New Paleo Diet Opportunity
Wednesday December 16 2015 04:15
Sainsbury’s Stands Out In Grocery Market Run Up To Christmas
Tuesday December 15 2015 07:23
Is Revitalised Demand for Hot Cereals & Extensive Premiumisation Enough to Ward Off Potential Cereal Killers?
Friday December 04 2015 03:55
Top Ten Trends for 2016: Back To Basics
Wednesday November 18 2015 04:17
Discounters Grow To Grab 10% Share Of British Grocery Market
Tuesday November 17 2015 06:34
US Leads Surge In GMO-Free Labeling
Wednesday October 21 2015 07:52
Consumers Reap The Benefits Of Ongoing Grocery Price War
Tuesday October 20 2015 07:27
Research Reveals Nearly 20% Of Food And Drink Businesses Lack Product Recall Plans
Tuesday October 13 2015 11:18
How the Nation's Favourite Dishes Are 'Stacking Up'
Tuesday October 13 2015 10:35
Survey Shows A Third Of Vegetarians Turn To Meat When Drunk
Tuesday October 06 2015 06:59
IRI and Kantar Worldpanel Launch Joint Solution To Offer The Most Accurate Discounter Data
Friday October 02 2015 08:02
Aldi Grab A Further 16% Growth As The Big Four Supermarkets Stand Still
Tuesday September 22 2015 09:21
Science Group Buys Leatherhead Food Research Assets From Administration
Wednesday September 16 2015 09:37
Yogurts and Dairy Beverages Lead Protein NPD Boom
Tuesday September 15 2015 05:00
Birmingham Revealed Canned Food Capital of the UK
Friday September 11 2015 07:37
Slow Retailer Growth Continues As Prices Continue To Fall
Wednesday August 26 2015 08:00
More Than 90% Of Americans Don't Eat Enough Vitamin E
Friday August 21 2015 05:28
Protein Positioning Helps Meat Snacks Maintain Momentum
Tuesday August 11 2015 09:16
Regular Consumption Of Spicy Foods Linked To Lower Risk Of Death
Friday August 07 2015 08:01
Co-Operative Back In Growth Ahead Of Overall Grocery Market
Tuesday July 28 2015 06:59
Red Tape Adds £6.4 Billion Onto The Cost Of Distribution In The UK
Tuesday July 21 2015 04:24
It’s Back To The Future As Consumers Shun The Big Shop
Friday July 17 2015 04:03
Britons Put On Weight After Skipping Meals Survey Reveals
Thursday July 16 2015 04:32
Gluten Free Leads “Free From” Surge Into Mainstream
Tuesday July 14 2015 05:15
Nearly Half Of Consumers Doubt Ready Meal Meat And Fish Authenticity
Friday July 10 2015 09:47
Supermarkets Continue To Fall Apart From Morrisons And Discounters
Tuesday June 30 2015 09:48 Launched For Market Intelligence At Your Fingertips
Thursday June 25 2015 08:15
Paper Is Better Than Plastic According To New Environmental Study
Wednesday June 17 2015 05:15
New Study Reveals Low-income Households Need To Spend A Third Of Weekly Income To Eat Healthily
Thursday June 11 2015 08:34
Research Reveals Summer BBQs Responsible for Briton’s Weight Gain
Wednesday June 10 2015 04:18
Morrisons Returns To Growth And Lidl Reaches New Share High
Tuesday June 02 2015 10:22
Eating Insects: Cultural And Individual Experiences Affect Perception And Acceptance
Wednesday May 20 2015 04:28
Sugar And Carbs Behind Surge In Obesity Say Experts
Wednesday April 29 2015 09:16
Aldi Steps Up To 6th Biggest Supermarket
Tuesday April 14 2015 06:52
How Health-Related Claims And Symbols Impact Consumer Behaviour
Wednesday March 25 2015 09:33
Brits Skip Traditional Breakfast And Scoff Leftover Takeaway: Research Reveals Brits' Bad Breakfast Habits
Wednesday March 25 2015 05:08
Price War Drives Grocery Deflation To Record Low
Tuesday March 10 2015 09:03
Grocery market Grows At Fastest Rate Since Last Summer
Wednesday February 11 2015 10:08
Contrast Is King To Hit The Sweet Spot For Generation Z Food Tastes
Monday February 02 2015 07:51
Growth in UK Chilled Foods Market Driven by Demand for Health, Quality and Convenience
Wednesday January 14 2015 11:08
Flurry Of Christmas Sales Brings Good Cheer To Supermarkets
Tuesday January 13 2015 09:47
Major Brands in UK Market for Fast-Food and Home-Delivery Outlets Consolidate Their Dominance
Wednesday January 07 2015 10:49
FSA Food And You Survey Findings
Monday January 05 2015 05:00
Shelf Life Savviness’ Will Aid Chilled Ready-To-Eat Foods Waste Reduction
Tuesday December 09 2014 09:46
Low Consumer Trust Influencing Buyer Behaviour in Recovering UK Ready Meals Market
Monday November 24 2014 09:31
Grocery Market Contracts In Historic Dip Into Decline
Tuesday November 18 2014 05:53
FMCG In Emerging Markets Comes Off The Boil To Slump $8bn
Thursday October 30 2014 06:38
Asda A Big Four Winner As Grocery Market Pushed Into Deflation
Tuesday October 21 2014 07:05
Food Addiction? Professor Mercer Gives Some Of The Answers
Thursday October 16 2014 05:12
Most US Mums Say Food & Happiness Go Together
Wednesday October 15 2014 11:08
Careless Eating Costs Lives Findings Show Immediate Action Needed As Obesity Bigger Than Thought
Tuesday October 14 2014 06:29
15 Minute Dash Dinners The Norm For Multi-tasking Brits
Friday October 10 2014 09:24
Who Ate All The Meat?
Wednesday October 08 2014 08:29
A World Of Ready Meals Research Ideal For Easy Digestion
Tuesday September 30 2014 10:50
National Diet and Nutrition Survey Report for Scotland
Thursday September 25 2014 17:59
Grocery Market Slows To Record Low As Inflation Disappears
Tuesday September 23 2014 11:20
Ready Meals in the US - Competitive Environment, Major Players And Leading Brands, 2014
Thursday September 18 2014 07:12
Food and You Waves 1 and 2: 'Eating Safe And Well' Report Published
Thursday September 18 2014 06:50
Could Scottish Independence Derail UK Businesses?
Thursday September 04 2014 04:22
Consumers Becoming Deaf To Organic Message?
Wednesday September 03 2014 08:06
Research Reveals Consumers Demand For Clearer Food Labelling
Monday September 01 2014 06:01
Three Out Of Big Four Suffer As Supermarket Price Wars Push Grocery Inflation To Rock Bottom
Friday August 29 2014 04:58
New Research Shows Food Not To Blame For Nation's Obesity
Friday August 22 2014 07:15
CASH Survey Finds Ready-To-Eat Healthy Salads Have Unhealthy Levels Of Salt
Thursday July 31 2014 07:09
Grocery Market Falls To Another Record Low
Tuesday July 29 2014 06:51
Grocery Market Growth Bounces Back As Food Inflation Hits 0.8%
Tuesday July 01 2014 06:20
New Opportunities For Prepared Meals Through Understanding Changing Lifestyles
Monday June 16 2014 08:46
Be Careful With That World Cup promotion - Most People Will Not Be Impressed
Monday June 16 2014 08:45
Food Industry At Dawn Of Online Retailing Revolution
Thursday June 12 2014 07:00
Food A Likely Winner As Football Fans Stay At Home For World Cup Matches
Tuesday June 10 2014 07:19
Lidl Accelerates Despite Grocery Markets Slowing To Lowest Levels For 11 Years
Tuesday June 03 2014 05:41
BNF Survey Reveals Worrying Gaps In Children's Food Knowledge
Monday June 02 2014 09:09
Distrustful Shoppers Want More Information On Their Food
Wednesday May 28 2014 04:42
Which? Research Reveals Ready Meals With More Sugar Than A Chocolate Bar
Monday May 19 2014 08:05
Posh Gents Are Biggest Sandwich Scoffers
Friday May 16 2014 08:48
Global Ready Meals market Forecast To Grow By Over 4%
Friday May 16 2014 04:12
Figures For Coeliac Disease In UK Rise Fourfold
Thursday May 15 2014 07:22
Leading Food Manufacturers Awash With Cash
Thursday May 15 2014 04:37
Price Wars Drive Down Grocery Market Growth As Strategies Change
Wednesday May 07 2014 07:11
Calories Confusion Feeding UK Obesity
Tuesday May 06 2014 13:30
Birdseye View Of How Britain Eats
Tuesday May 06 2014 05:50
Mums Distrust Food Industry Survey Reveals
Wednesday April 30 2014 06:34
Healthy Meals Sidelined By Ready Meal Generation
Monday April 28 2014 07:51
Packaging Impact And Optimisation Assessment Tool Launched
Thursday April 24 2014 07:52
Easter And Market Slowdown Hit Big Four Sales
Tuesday April 08 2014 10:43
Kids Meal Portions Could Be Linked to Parent Consumption
Friday April 04 2014 07:16
No Cause For Concern From Takeaway Transfats In Deprived Scotland
Monday March 31 2014 12:34
Ready Meals Forecast Growth In China
Monday March 31 2014 04:03
Shoppers Widen Their supermarket Horizons
Tuesday March 25 2014 09:51
Brits Spend 113 Days Of their Lives Snacking
Thursday March 20 2014 10:14
FSA Study On Eating Out With Food Allergies
Thursday March 20 2014 09:00
Foodie Shops Reclaim The High Street
Tuesday March 18 2014 11:12
Organic Growth For First Time In Four Years
Thursday March 13 2014 08:21
Birds Eye Suggest More Meal Planning As Report Shows Food Waste Underestimated
Wednesday November 20 2013 11:39
Lashings Of Health & Spice Heats Up Sauce Market
Wednesday November 20 2013 11:39
Grocery Market Growth Fuelled By Food Inflation
Wednesday November 20 2013 11:39
Pros And Cons Of Using Temporary Agency Workers
Wednesday November 20 2013 11:39
Eat Fish Young To Form Liking For Healthy Life
Wednesday November 20 2013 11:39
Asda Takes Its Biggest Slice Of Grocery Market Yet
Wednesday November 20 2013 11:39
Petrol Price Rises Prompts Rethink On Shopping Trips
Wednesday November 20 2013 11:39
Tesco Market Share Drops To Lowest Since 2005
Wednesday November 20 2013 11:39
Shoppers Begin To Look On The Bright Side
Wednesday November 20 2013 11:39
Shoppers Planning Their Supermarket Trips More
Wednesday November 20 2013 11:39
Tesco Market Share Continues Fall While Iceland Sun Waxes
Wednesday November 20 2013 11:39
Brits Turn To French Pastries For Breakfast
Wednesday November 20 2013 11:39
Green Shoots In Frozen Food Industry As Economic Storm Starts To Lift
Wednesday November 20 2013 11:39
Britons Search For Comfort Food In Tough Times
Wednesday November 20 2013 11:39
Today's News
Be Careful With That World Cup promotion - Most People Will Not Be Impressed
The nation is set to go football crazy once again and a new study reveals what UK shoppers feel about brands exploiting the World Cup, in terms of product and pack promotions and sponsorships.

While a quarter of people polled think World Cup promotions on packaging help the excitement to build, and 18% said they would be more likely to choose a product if it showed a World Cup promotion, over half are disparaging of brands getting involved in World Cup promotions which is more than the number of people that claim to have seen a food and drink brand with a World Cup in-store promotion.

In the survey, carried out in the last week of May, just over a quarter of people are open to trying Brazilian influenced foods as well as limited edition products launched by companies for the World Cup, presenting ways for brands to engage with new and existing consumers. Females in particular, claim they are more open to trying Brazilian cuisine.

"Food and drink manufacturers need to tread carefully in view of consumers' World Cup promotion fatigue. Please don't make random associations just to jump on the bandwagon; the fit has to be just right to cut through the competition. Promotions' true impact should be not focussed solely on the immediate returns in terms of hard and fast sales but also take into consideration the impact on longer term brand equity and consumer loyalty," says Mat Lintern, Global Managing Director of MMR Research Worldwide.

When asked directly, there are fairly high levels of awareness that sponsors Coca Cola (65%), Adidas (63%), McDonalds (48%) and Budweiser (39%) are sponsoring the World Cup. But there are high endorsements for Nike (56%), Lucozade (37%) and Mars (35%) which are not sponsors of the tournament. Brands which are involved in football in other ways, for example by sponsoring players, are still benefitting from heightened awareness around the World Cup.

The study queried consumers' knowledge of Brazilian food.

Around a fifth think some of the limited edition products in the UK (for example, Lucozade The Brazilian, Lucozade Sport Brazilian Guava and Pot Noodle Brazilian BBQ Steak) are "very Brazilian" and this rises to nearly a third amongst 16-34 year olds!

This is substantially behind genuine Brazilian cuisine, favoured particularly by the ABC1 social class, such as carioca beans, caiprinha cocktail and guava paste / jam. Foods such as coconut cake, black beans, batata palha crisps, cassava flour and Brahma beer, which are authentic Brazilian foods, currently have less of a strong link with the country.

Women are more interested in trying lacta diamante negro chocolate, coconut cake, caipirinha cocktail and cheese bread mix while males are more interested in Brahma beer.

With the biggest tournament in football about to kick off, 95% of people quizzed by MMR Research Worldwide (MMR) say they will be watching games in the comfort of their own homes.

This compares to 33% who will watch at a pub or bar, 25% who will watch at a friend's house, and 9% will watch at work. The younger generation, particularly 16 to 34 year-olds, is more likely to watch games in a pub or bar or at a friend's house.

"Watching matches on terrestrial television from the comfort of their sofa in the living room remains by far the most popular way football fans will enjoy the World Cup," says Mat Lintern, Global Managing Director of MMR Research Worldwide, whose team of researchers will also capture the British public's attitudes to the World Cup after the tournament.
Item last updated:   Tuesday June 10 2014 07:19
Back to top

Food Industry At Dawn Of Online Retailing Revolution
The global food industry is on the eve of an online retailing revolution that will lead to fundamental changes for players along the supply chain, from processors through to retailers.

“In theory the online grocery market should be a place for everyone to sell everything”

For brands and private-label food processors of every size, it means exploiting opportunities and tackling the challenges of securing on-screen visibility. In its latest flagship report, “Food Processors Challenged by Online Growth Dynamics,” Rabobank looks at the growth of online food retail as a game changer for processors, similar to the introduction of self-service supermarkets in the 20th Century and later on the arrival of hard discount and private label. Rabobank leads the way in looking at how food producers and processors are having to assess brand strategies, adjust and diversify their product range, refine their marketing tactics and modify their supply chains in order to meet the demands of online retailers and ensure they don’t risk becoming invisible online.

“In theory the online grocery market should be a place for everyone to sell everything,” said John David Roeg, Senior Analyst, Rabobank. “But food processors face the danger of being pushed to the back of the e-shelf. It’s not enough to change the packaging or formulations; in the face of increased competition and opportunities for commercial advantage, products need to be ‘online-proof’. Even the most popular products can lose share of screen so it is equally important for consumers to understand how to navigate the new online retail world.”

From large Fast-Moving Consumer Goods (FMCGs) to B-brands and the cheapest private-label producers, different strategies will be required to make products stand out against the competition. In the end it will be the squeezed middle that find it difficult to break the top line search results dominated by the most popular (A brands) or the cheapest (private label) products.

But it is not enough to make it to the top of the screen. New technology allows retailers to control what customers see. In this algorithm-controlled world, retailers can steer customers in a certain ‘ordering direction’ with tailor made promotions and substitutions based on browsing or buying history, similar customer profiles, and standard shopping patterns (e.g. birthday parties). While this can benefit consumers, there are multiple incentives for a retailer to persuade a customer to change products too, which may lead to concerns around transparency and privacy online.

Rabobank has identified three areas where processors can adopt strategic changes to flourish in the online age:

A. Assortments – adjust products to make them online-proof: A risk for large FMCGs is to see their leading brands filtered out by consumers using filters such as gluten free or low sodium. An option for producers of B-brands is to specialise in niche products such as healthy options. Beyond niches, there are other variables that can lead to filter-beating products such as smart pricing and packaging variety.

B. New marketing techniques: Marketers and sales teams will need to develop more advanced systems and procedures to actively manage share of screen 24/7. While the emphasis will be on building strong and recognisable brands, tactics to improve visibility can include negotiating individual terms with a retailer for promotions, substitution deals (to promote it or to prevent it from happening) or on-screen advertising.

C. Supply chains – new efficiencies for retailers and processors: Online retail will lead to more complexity for retailers with some costs going up, like more flexible production runs; and some coming down, like working capital due to fewer stocks in the supply chain. New product development can also become less expensive since online provides an ideal platform for product testing in a small catchment area. Additionally, improved flow control can result in fresher products for consumers and lower stock losses, while shorter lead times and smaller batches are possible thanks to better data and forecasting.

For those food processors that get it right, online retail channels provide opportunities not previously afforded in the grocery industry. With no limitations on shelf space, the barriers to listing and delisting products are reduced. This goes for assortments from existing producers but also benefits small and new market entrants such as those in the slow moving (super) premium segment or small ethnic food category. Furthermore, Rabobank expects some producers will be able to sell products through new online platforms or market places.

“Ultimately, Rabobank expects retailers to downsize their property and store portfolio significantly,” concluded Roeg, “with only fast moving and profitable products getting shelf space, the rest will be ordered online.”
Item last updated:   Tuesday June 10 2014 07:19
Back to top

Food A Likely Winner As Football Fans Stay At Home For World Cup Matches
The Football World Cup is not shaping up to be a bonanza for the retailers and the hospitality sector with only just over half of the population planning to follow the games at all, compared to the three quarters that tuned in for the 2010 games [sourced for FIFA by KatarSport]. The retail sector will only see an average spend of £16 per head as a result of the tournament, according to new research by leading ecommerce partner Webloyalty.
But what may be a wet weekend for retailers, could still turn out score for the food and drink sector with match meals on the sofa in front of the TV.
The study, carried out by market researchers Conlumino on behalf of Webloyalty, found that approximately 40% of people do not plan on watching or plan on actively boycotting the World Cup tournament this year. Of those who do plan on watching the games, the vast majority will be doing so from home, which could disappoint hopes for a surge in the hospitality sector as a result of the World Cup.
Watching at home was the most popular option found by the study, chosen by 94% of respondents, compared to watching in the pub, which was only selected as an option by 23% of people.
Although this could mean a slump for the hospitality sector, the large numbers of stay-at-home viewers will drive a total £271m spend on food and drink.
“With so many fans planning to watch the games from home this year, spending on food and drink to entertain friends will be a common priority,” commented Guy Chiswick, Managing Director of Webloyalty Northern Europe. “Supermarkets can therefore expect to cash in on football fever this year.”
However, consumers are less keen to spend on football merchandise. The study revealed disgruntlement with the Football Association’s decision to price England replica football shirts between £60 and £90 this year – 99% of people think it is unacceptable to charge over £60 for a replica shirt and £20.05 was the average price that respondents think of as fair. “Regardless of how big a football fan one may be, the public is clearly unhappy with having to pay so much for a football shirt, which is likely to deter many from buying one”, said Guy Chiswick.
Nonetheless, 78% of people said that they would not buy a replica football shirt anyway, regardless of the price, which reflects the overarching low level of enthusiasm about World Cup merchandise - less than 2% of people plan on buying any other tournament or team themed clothing or accessories, such as scarves, posters, mugs, stickers or key rings, which means a lower spend forecasted in this area compared to food and electronics.
When it comes to the way in which people will watch the football, traditional TV remains the most popular viewing option, despite the developments that have been made in digital technology, mobile devices and internet streaming over the last four years since the last World Cup tournament in South Africa. The overwhelming majority (93%) of Brits will be watching the games live on a television set. There will be comparatively low uptake on internet enabled devices, which contradicts recent popular claims about the death of TV – only 8% plan on watching it on computer or laptop and only 3% on a smartphone or tablet.
Item last updated:   Tuesday June 10 2014 07:19
Back to top

 Search News Items
 Keyword(s): Article contains: