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English football fans boost sales of burgers, bangers and beer

It was expected to be another big weekend of for BBQ meats and alcohol sales as England face Sweden in the World Cup quarter finals, Jim Gerrard reports

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English football fans boost sales of burgers, bangers and beer

Consumer groups have seen an increase in BBQ food, alcohol and general grocery sales as the heatwave and World Cup continue.

 

There was good news for beef producers as sales of burgers have soared. The upward trend in the sale of groceries is believed to have been helped by the May heatwave and the world cup.

 

Nathan Ward, business unit director for meat, fish and poultry at Kantar Worldpanel, said: “We’ve seen a great performance across lots of areas, but burgers stand out.

 

“Growing 16 per cent on last year, burgers have attracted just over 1m more shoppers than last year and featured in 2.9m more trips.

 

“Demand is high, with full price sales driving growth, alongside a strong boost from increased sales of BBQ ranges on multi-buy promotions.


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“Burgers are in growth across all life stages, particularly with young families and post-family shoppers, potentially highlighting the biggest barbeque fans.

 

“Sausages are not seeing the same levels of growth, but the humble banger is still seeing 1.5m more trips year on year, as the category benefits from the barbeque boom.”

 

England v Sweden

 

As the Quarter Final matches of the World Cup begin to take place over the weekend and into July, the increase in sales of BBQ food and alcohol is not predicted to diminish.

 

Mr Ward said: “With England moving further into the knockout rounds and facing Sweden on Saturday, it is likely shoppers will make it a big weekend, entertaining or having a barbeque in the continuing heatwave.

 

“This should make for another great set of results in one month’s time when we deliver the next market update.”

 

Matt Botham, strategic insight director at Kantar Worldpanel, said: “We’re looking at an extra 1.4 million trips to the shops on Friday and Saturday.

 

“Alcohol will be the big winner – we would expect sales to go up by a whopping 25 per cent. This would bring in an extra £26 million to the market in two days alone, and over 30 per cent of the extra shopping trips made would include alcohol in some format.”

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