As the 2024 European Championship approaches, beer sales in Britain are projected to skyrocket, with retail data experts Reapp forecasting a significant £66 million uplift across major supermarkets.
The tournament, set to take place from June 14 to July 14, is expected to drive a surge in consumer demand for beer, frozen pizzas, and snacks as fans prepare to enjoy the games from home.
Using AI predictive analysis from the previous tournament held in 2021, Reapp anticipates that shoppers will purchase an additional 6.7 million units of beer during the championship period at an average price of £9.77.
Reapp predicts that sales of major beer brands are set to see more than a 17 per cent increase during the Euros.
Frozen pizzas are also expected to see a notable rise in sales, with predictions indicating an 11 per cent increase in units sold compared to the 2021 tournament. The snacking sector is poised for considerable growth as well, with Reapp forecasting an extra 1.2 million units of crisps sold, generating more than £2.2 million in sales value.
“It comes at no surprise that categories such as beer and snacking are set to see considerable growth this summer,” James Lamplugh, Reapp commercial director, said.
“Inflation is a massive factor when comparing how shoppers behaved during the tournament in 2021, as well as more and more brands offering diverse product innovation to satisfy HFSS regulations to boost sales.
“Reapp’s predictive analysis is fascinating to see and it is helping so many brands and retailers understand how to prepare ahead of the summer.”
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