Barbecue items are also among the purchase intentions during matches
THE world Cup it’s usually feared by brick-and-mortar retailing as, depending on the Brazilian team’s progress in the competition, the flow of people into the stores dwindles with each new game. A study conducted by Nielsen IQ, however, it shows who should earn money from fan gatherings to watch matches. Snacks (53%), beer (44%) e barbecue (44%) will be the main voices of these small events, with purchase intentions respectively of 53%, 44% and 44% of the interviewees.
The majority (56%) said they will only buy in brick-and-mortar stores. Subsequently, 11% said they will go to physical exercises and also order on food delivery apps. Due to the match schedule, particularly in the first round of the world cup, most Brazilians (61%) intend to watch the games from home.
Among those who cited purchases via food and beverage delivery, 12% said they wanted to use Rappi and Ifood, 7% Zé Delivery, Ambev’s cold drink delivery application, and the majority, 42%, only Ifood.
To the ambev, the expectation relating to the World Cup during the Brazilian summer was cited by investors as a lever to increase sales in the last quarter. In 2018, NielsenIQ’s case studies showed that packaging prioritization, excellence in execution, and assertive promotions accounted for increased sales. One example of success has been the priority given by breweries to 473ml cans, through specific promotions for cash and carry and self-service.
“This kind of intelligence action makes a difference for brands that want to perform better at times like a World Cup,” said Roberto Butragueño, NielsenIQ Retail Director. Nielsen IQ also points out that the cash and carry segment should be used by food entrepreneurs to stock up for the event and that bars and restaurants should be highlighted during the competition.
On the other hand, it is worth remembering that, for those who sell durable goods, the World Cup is usually a lever for, for example, the sale of televisions, so these companies are anticipating Black Friday promotions to capture this world-driven consumption. . Luiza magazine, Via, Americanas and Mercado Livre have already announced these initiatives.
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Source: Terra
Benjamin Smith is a fashion journalist and author at Gossipify, known for his coverage of the latest fashion trends and industry insights. He writes about clothing, shoes, accessories, and runway shows, providing in-depth analysis and unique perspectives. He’s respected for his ability to spot emerging designers and trends, and for providing practical fashion advice to readers.
