Reapp

November 23rd 2022

Press Release: Winter World Cup kicks off with boom in supermarket fake-aways

Consumers are making the most of cosy days and nights in whilst watching the first Winter World Cup, as new findings from retail data app Reapp reveal a whopping 38.5% increase in pizza sales Y-O-Y with sales rising to over £160,000 – confirming Reapp’s forecasts last month that supermarkets would see a huge uptake in pizza sales during the latest quarter of 2022.

Data also shows an 84.98% uplift in sales value for the week of England’s first Qatar 2022 World Cup Fixture compared to England’s first Euro 2020 fixture- (£26,450.5 increase). Sales volumes also increased by 11,271 units, an increase of 72.70%.

North West England saw the highest pizza sales value (£78.7K) for the 2022 period, whilst Wales saw the highest increase in sales value increase, with a Y-O-Y uplift of 57.78%.

West Midlands saw the highest sales value increase, with a Y-O-Y uplift of 53.30%, whilst the South East saw the lowest sales value (19.2K), as well as the lowest Y-O-Y increase (36.79%) for the 2022 period.

Snacks sales have slumped 4.48% in value Y-O-Y for the week of England’s first Qatar 2022 World Cup Fixture – a £122,998.80 decrease in sales value. Sales volumes also decreased by 38,128 units, a decrease of 15.86%.

The average price of the snack SKUs increased by 10p Y-O-Y for this period from £1.46 in 2021 to £1.56 in 2022. Data reveals a 9.35% decline in snacks sales value for the week of England’s first Qatar 2022 World Cup Fixture compared to the week of England’s first Euro 2020 Fixture – a sales value decrease of £270,570.20. 

Sales volumes of snacks decreased by 38,767 units (16.08%) – whilst the average price of the snack SKUs increased by 4p from the week of group game 1 for Euro 2020 to group game 1 for the Qatar World Cup £1.46 in 2021 to £1.56 in 2022.

Most UK regions saw a Y-O-Y decline in snack sales, with only 3 regions seeing an uplift. North West had the highest snack sales value (£271K) for the 2022 period alongside the biggest Y-O-Y Sales Uplift (5.70%). Wales saw the highest Y-O-Y Uplift in snack sales (7.54%), with the West Midlands also seeing an uplift of 1.80%. The South East saw the lowest sales value (51K), as well as the highest Y-O-Y decrease (12.57%) for the 2022 period.

James Lamplugh, Group Sales, and Marketing Director at Reapp said; “There has been much speculation across the retail industry for months as to how a Winter World Cup combined with the cost-of-living crisis would impact sales, however, our data showed us last month this shift towards fake-aways over take-aways. Early indicators are that people still want to celebrate and enjoy the World Cup – but are choosing to ditch take-away menus for their fake-away favourites. Consumers are now very savvy in how to maximise their budget – and they will be shopping around for the best deals they can find.”

November 23rd

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