The World Cup is usually feared by the retail of physical stores since, depending on the progress of the Brazilian team in the competition, the flow of people in the stores is reduced with each new game.
A study by NielsenIQ, however, shows who should make money from fan meetings to watch games. Snacks (53%), beer (44%) and barbecue (44%) will be the main items in these small events, with purchase intentions of 53%, 44% and 44% of respondents, respectively.
The majority (56%) said they will only shop in physical stores. Subsequently, 11% said they will go to physical establishments and also order on food delivery apps. Due to match schedules, especially in the first round of the world cup, most Brazilians (61%) intend to watch the matches from home.
Among those who cited purchases via food and beverage delivery, 12% said they intend to use Rappi and Ifood, 7% Zé Delivery, Ambev’s cold beverage delivery application, and the majority, 42%, only Ifood.
For Ambev, the expectation regarding the World Cup during the Brazilian summer has been cited by investors as a lever to increase sales for the last quarter.
In 2018, cases analyzed by NielsenIQ showed that packaging prioritization, execution excellence and assertive promotions represented the sales boost. An example of success was the priority given by breweries to 473 ml cans, through specific promotions for cash and carry and self-service.
“This type of intelligence action makes all the difference for brands that want to perform better in moments like a World Cup”, said Roberto Butragueño, director of Retail at NielsenIQ.
Nielsen IQ also points out that the cash and carry segment should be used by food entrepreneurs to supply themselves 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 example, for the sale of TVs, so these companies are anticipating Black Friday promotions to capture this consumption driven by the world. Magazine Luiza, Via, Americanas and Mercado Livre have already announced such initiatives.
Source: CNN Brasil
Joe Jameson, a technology journalist with over 2 years of experience, writes for top online news websites. Specializing in the field of technology, Joe provides insights into the latest advancements in the industry. Currently, he contributes to covering the world stock market.
