When the whistle blows on match day, British convenience stores aren’t just spectators but midfield maestros. From crisps to energy drinks to chilled beer, the summer of sport has always been a slam-dunk for retailers.
Post-pandemic, it is common for people to turn big games into social occasions at home, fueling demand for snacks, drinks and other “match day” essentials. Now, as summer approaches and the sporting calendar bursts into life, that energy translates directly into demand for snacks, drinks, barbecue bits and all things celebratory.
The sporting fever is contagious, and convenience stores are right in the middle of the action.
Short on time and big on enthusiasm, fans flock to their local shops for last-minute supplies, making convenience stores an integral part of the at-home sports experience.
Whether it's a six-pack of lager before kick-off or a bottle of squash at halftime, c-stores are becoming as essential to the match-day ritual as the game itself.
And it’s not just about transactions, it’s also about atmosphere.
Recent partnerships with brands like Guinness, which is now the Premier League’s official beer, are turning shops into community hubs with themed POS displays and "match-day takeovers".
In the UK, the summer of sport is more than a season of athletic prowess; it’s a goldmine of opportunity.
With showstoppers like Wimbledon, the Women’s Rugby, the British Grand Prix, the UEFA Women's Euro 2025 qualifiers, and the Women’s Ashes cricket series lighting up screens and conversations alike this year, convenience stores will once again find themselves at the heart of the nation’s sporting pulse.
Wimbledon, for instance, is a cultural moment as much as a sporting event — and it shows in shopper behaviour. For retailers, the tennis season delivers a sharp spike in demand for summery staples: think Pimm’s, strawberries (and anything flavoured like them), sparkling drinks, and bottled water. Add in crisps and nibbles, and you’ve got a basket that screams British summer.
C-stores, both independent and under symbol groups, are now cleverly positioning themselves as go-to destinations for all things match-related, whether it's supplies for BBQs, snacks for game intervals, or celebratory drinks. That last-minute beer run? It’s almost a ritual.
Tash Jones, Commercial Director at Fairfields Farm, agrees.
“If executed correctly, summer sporting events provide a great opportunity for independent retailers to drive sales and boost brand awareness.
“A key strength of independents lies in their strong community engagement so championing local produce and suppliers help to reinforce that sense of local connection.
“Highlighting regional items and emphasising freshness can set independents apart.”
Heloise Le Norcy-Trott, Group Marketing Director for Lactalis UK & Ireland, also tends to agree when it comes to the power of local businesses.
“Independent retailers can compete with multiples during the summer sporting season by ensuring they stock a wide range of food and drink that caters to the occasion, whether that’s beers, wines and spirits, shareable snacks and treats, or BBQ essentials such as cheese, burgers, buns, salad and other side dishes and accompaniments,” she says.
“Retailers can maximise impulse sales by having a dedicated display. For example, stocking classic BBQ favourites like burgers, sausages, buns and cheese together will spark consumer inspiration and interest, encouraging up-selling.”
The British Grand Prix at Silverstone brings a weekend surge for c-stores near the circuit and beyond, as motorsport fans flock to grab snacks, beers, and BBQ supplies for their at-home watch parties.
And football? Still the heavy weight champ.
And this year, women are taking centre stage, not just in the stands, but on the screens too. From rugby to cricket, female athletes are commanding more airtime and drawing bigger crowds than ever. The Lionesses’ continued popularity post-World Cup has helped cement women’s football as a commercial powerhouse in its own right.
Brands are paying attention. Volvic’s tie-ins with the Women’s Rugby World Cup, for instance, help drive sports drink sales during peak summer. C-stores can ride this wave with smart merchandising from end caps stacked with isotonic drinks and protein bars to fridge facings featuring hydration heroes.
What works in snacking
Savoury snacking represents a strong opportunity for convenience retailers looking to maximise their sales and cater to the consumer desire to socialise at home for watch parties.
Enjoyment is the number-one driver of choice when buying crisps and snacks, so we recommend retailers to make sure to offer well-loved core brands such as Quavers, Wotsits and Monster Munch.
With quick, on-the-go items also flying off the shelves during major sporting events, convenience stores can cash in by creating a seamless, shoppable in-store layout. Easy access equals higher basket spend and happier fans.
Take Fairfields Farm crisps, for instance. Offering them in grab-and-go formats means meeting demand head-on.
Sharing her thoughts, Jones points out, “Consumers are looking for easy, portable and shareable options that they can enjoy either at home while watching sporting events on TV or as a convenient picnic choice for outdoor sporting gatherings.
“Products like our 150g sharing packs of crisps, pre-packaged sandwiches and a variety of dips and spreads tend to perform particularly well during this time.”
And there’s more on the menu than just sports. With summer also bringing a flurry of festivals and family gatherings, the hunt for the perfect snack-and-sip combo is on. For retailers, this creates a valuable window to supercharge sales across the CSN (crisps, snacks, nuts) category.
It’s a big hitter — CSN is worth over £5.27bn and still growing at two per cent in value. Events usually mean friends, which means sharing, which means bigger baskets. Everyone wins.
Stuart Graham, Head of Convenience and Impulse at KP Snacks, says the company is ready to fuel these moments with a portfolio designed for sharing.
“At KP Snacks, we are catering to the growth of sharing occasions with a diverse portfolio of tasty snacks to generate demand and drive sales.
“Our exciting range has something for everyone from Butterkist, popchips and of course Tyrrells crisps,” says Graham.
Healthier snacking, too, is having a moment. Worth £292.1m in RSV, this subcategory is booming as more consumers seek better-for-you options that don’t skimp on flavour.
Popchips leads the pack here, quite literally. It’s the number one “Better for You” sharing snack, clocking in at under 100 calories per serving and containing a third less fat than the market leader. Big taste, less guilt!
Popcorn is an ideal partner to the excitement and entertainment of festivals this summer. With a 29 per cent market share of the popcorn segment, Butterkist is the nation’s favourite popcorn.
For shoppers looking for sweeter snacking moments, our Butterkist Toffee popcorn is the perfect product to add fun and indulgence to any evening. For those who love the classics, Sweet and Salty as well as Salted and Sweet are all available and the perfect addition to any festival gathering.
For those looking to nudge shoppers into trading up, KP Snacks' Tyrrells range ticks every box – premium, classic flavours like Mature Cheddar & Chive and Sea Salt & Cider Vinegar, are all available in 150g sharing packs perfect for social occasions.
Moving on from snack section, cheese is also a must-stock during the summer of sport since Now, what’s a BBQ without cheese?
The total cheese market is currently worth £3.3bn and growing two per cent and three per cent in value and volume sales respectively.
Within this, private label represents the largest share of the market (£1.9bn), whilst branded cheese is worth £1.3bn.
Norcy-Trott points out, “Despite its share of the market, branded cheese is outperforming private label, growing four per cent in value and six per cent in volume sales, versus zero and two per cent.”
Sales of cheese traditionally peak during the spring and summer months, as it is used in favourite recipes like burgers, as well as side dishes like salads, stuffed mushrooms or peppers and pastas.
The UK’s leading natural cheese slice brand Leerdammer, which is growing seven per cent and nine per cent in value and volume sales respectively year on year, has a distinctive smooth, nutty and creamy taste that will elevate plain burgers or simple side dishes.
Norcy-Trott adds, “Leerdammer Light slices contain 50 per cent less fat than cheddar and just 52 calories per slice making it the perfect choice for those looking for a lighter cheese option this summer.”
Another must-stock for the BBQ season is Galbani Burrata – which is currently performing well.
Leading the market, Galbani Burrata sales represent more than a third (34 per cent) of the total burrata market.
Norcy-Trott informs, “Originating from the Apulia region in Southern Italy, burrata is one of Italy’s most beloved cheeses.
“It is mozzarella formed into a pouch and filled with cream and ribbons of mozzarella that give its delicious soft texture. A winner at the Great Taste Awards 2024, Galbani Burrata is delicious enjoyed in salads, as a pizza topping and in pasta dishes, as well as served simply with tomatoes, basil, crusty bread and a drizzle of olive oil for the ultimate Italian taste experience.”
Let’s not forget the ready meals. When the match is about to begin, and time is tight, brands like Rustlers come to the rescue.
Tasty, convenient and cooked in less time than it takes to boil a kettle, Rustlers is the ideal Big Night In product, enabling consumers to enjoy a convenient chilled ready meal without interrupting the night’s events.
Empire Bespoke Foods’ new range of premium Cornichons are perfect for sprucing up a cheeseboard and delivering a tasty accompaniment to a wide range of savoury foods.
What works in drinks
Demand for cold beverages naturally spikes during the warmer months so it’s important to offer a well-curated selection of chilled drinks suitable for both at-home and on-the-go occasions.
Soft drinks are the king of convenience channel. With summer heat coupled with sports frenzy, Brits tend to seek drinks to both quench their thirst as well as keep them energised and active therefore apart from regular soft drinks, stores should also have a well-balanced stock of sports and energy drinks.
Apart from the usual bestsellers and crowd pullers like Coca Cola, Pepsi Max and Fanta, energy drinks should be also some great options to consider. Lucozade Sport, Boost, Red Bull, Rio, Monster Energy Ultra and of course PRIME are some of the names that stores should start stocking up on. And displaying too.
Also not to be overlooked are Highland Spring, Evian, Buxton, Oasis, Fever Tree and Dr Pepper.
This summer is going to be equally exciting with a line-up of UEFA Women’s EURO 2025, barbecues and picnics. Occasions like these always call for chilled beer.
Alexander Wilson, Category & Commercial Strategy Director at Heineken UK agrees.
“Retailers can capitalise on these occasions by promoting premium beer and cider options – including world lager, which grew +2.8 per cent in summer last year."
Data from 2023 and 2024 clearly underscores the importance of being seasonal.
Last year, sports fever was a real thing.
The Olympics and Euro qualifiers added to the football fervour, driving demand for beer, cider, soft drinks, and sharing snacks.
Niel's Premier
Independent retailers like Neil Godhania showed their sporting side by turning their stores into a sporting arena. In Godhania’s case, complete with mini goal posts.
With 45 per cent of UK households watching Euro qualifiers at home, c-stores successfully positioned themselves as the first stop for quick, game-day essentials. No wonder that NielsenIQ reported that a rise in the basket size during Euro 2024 as fans purchased multiple items for watch parties.
According to Wilson, during the 2024 Euros, the best performing beer and cider SKUs were Foster’s (18x440ml, 10x440ml and 4x440ml), Birra Moretti (1x660ml) and Strongbow Original (18x440ml).
“18 pack variants perform particularly well with those hosting watch parties and gatherings, whereas singular formats are great for those enjoying something on the go.
“On the back of this, we suggest retailers consider stocking a variety of formats to cater for all occasions,” he says.
Low and no alcohol options sales grew by 20.4 per cent in summer 2024, compared to the total category which grew 0.5 per cent.
Wilson says, “As the trend for moderation continues to grow, retailers can make the most of this opportunity and maximise sales through the summer by stocking popular low- and no-alcohol options such as Old Mout Alcohol Free Fruit Cider, which is available in Pineapple & Raspberry and Berries & Cherries flavours, and lower-ABV alternatives to premium favourites such as Birra Moretti Zero and Heineken 0.0.”
Stores should stock well on Stella Artois, San Miguel, Guinness, and Carling as well.
Not to forget the new generation of no- and low-alcohol beers and wines.
Some of them, like Guinness 0.0, Heineken 0.0, BrewDog AF and Lucky Saint, Lyre's and CleanCo are creating quite a buzz among shoppers so it is always a wise move to stock something for everyone.
New players in town
While the excitement is expected to be high among shoppers, a sure-shot way to bring some excitement inside the stores too is by stocking big on new launches, flavours and NPDs.
And there is a sea of options to consider here.
Fairfields Farm has just launched a brand new Chorizo & Red Wine flavour crisps, perfect for the warmer weather.
Launched earlier this year, McCoy’s Hot & Spicy flavour, available in a £1.25 PMP and Grab Bag, delivers the perfect blend of spice and seasoning.
In November last year, KP Snacks launched Space Raiders Saucy BBQ in a £1.25 PMP, combining the fastest-growing Space Raiders flavour with the strength of the £1.25 PMP format.
The latest Space Raiders PMP taps into the growth of “barbecue” flavours to drive impulse sales.
KP Snacks, which is also the Official Team Partner of The Hundred, the fast-paced 100-ball cricket competition, has unveiled a new Hundred-themed on-pack promotion offering consumers a chance to win £20,000 as well as daily cash and cricket prizes.
Launching with a brand-new spin-to-win mechanic, giving consumers the chance to win instant prizes, the promotion will be running across the eight brands that feature on the Hundred teams' shirts- popchips, Butterkist, POM-BEAR, Tyrrells, KP Nuts, Hula Hoops, McCoy’s and Skips.
KP Snacks becomes official team partner of England Cricket
The promotion will run across 66 SKUs from the KP Snacks portfolio until Aug 17.
Some of the prizes include daily cash prizes of up to £100, The Hundred store e-vouchers worth up to £65, and even cricket equipment.
Kevin McNair, Marketing Director at KP Snacks, says, “As we celebrate our fifth year of partnering with The Hundred, we’re more excited than ever to launch a new on-pack promotion featuring our biggest prize yet, along with a fun and engaging mechanic that’s sure to intrigue customers.
“At the same time, we’re continuing our ‘Everyone In’ initiative, which plays a key role in our People & Planet responsible business programme. Encouraging healthier lifestyles and supporting community wellbeing remain core priorities for us. With cricket equipment giveaways and more community pitches being installed, we’re proud to keep making sports more accessible and enjoyable for everyone.”
KP Snacks' portfolio is experiencing strong growth at four per cent, outpacing the overall CSN category, which stands at two per cent growth. Brands featured in The Hundred on-pack promotion are showing positiveyear-on-year value growth with Hula Hoops at +12.6 per cent, Tyrrells at +9.5 per cent, McCoy's at +4.3 per cent, POM-BEAR at +3.8 per cent and KP Nuts at +2.9 per cent.
On the drinks side, it is also getting exciting this year.
Heineken UK introduced two new variants under its booming Inch’s Cider brand – Inch’s Cloudy (ABV 4.0%) and the first de-alcoholised cider in the UK market, Inch’s 0.0.
The launch of Inch’s 0.0 is a major advancement for the brand, adding a credible, premium option to the booming no- and low-alcohol market.
The no-ABV alternative to Inch’s Medium Apple will allow retailers to create excitement around moderation and wellness. Available in 4x440ml multipack cans, Inch’s 0.0 is a first of its kind, adopting the same thirst-quenching flavour as the original, with a fresh apple aroma in the form of a lightly sparkling cider
Inch’s Cloudy is a lightly sparkling, naturally cloudy cider, crafted with juicy British apples to create a crisp, highly refreshing and light summer staple.
Available in 4x440ml and 10x440ml multipacks, the off-trade exclusive aims to appeal to younger cider drinkers looking for a naturally sweeter innovation, and attract new consumers into the category.
Old Mout has expanded its range of premium ciders with the introduction of Old Mout Mango & Passionfruit. Available across the grocery, wholesale and convenience channels, the new flavour is rolling out in 10x330ml cans and single 500ml bottle formats with an ABV of 4.0%.
The latest innovation from Old Mout – its first in three years – is a refreshing and tropical cider, combining the juicy and tangy flavours of mango and passionfruit together to craft a vibrant and crisp beverage.
Sport in store?
This summer, independent shops have a unique opportunity to outshine multiples during the sporting season by showcasing their local knowledge and providing personalised customer service.
Karl Southworth, Head of Field Sales at Allwyn, the National Lottery people, agrees. He says that independent retailers are best placed to foster a sense of community by hosting local events or promotions tied to major sporting events.
“Any products that are quick to purchase, easy to understand, and offer instant enjoyment will perform best.
“That’s why National Lottery Scratchcards are a popular product, because of their simplicity and the immediate chance to win big, catering to those seeking quick entertainment,” he said.
Effective merchandising is the key here.
“When we hold special event EuroMillions and Lotto draws – where the jackpots are boosted – we co-ordinate and send out special in-store point of sale (POS) to thousands of National Lottery retailers to support sales for these draws.
should site the POS as soon as it arrives at their store to maximise sales opportunities ahead of these big draws.
“Coupled with UK-wide advertising campaigns, National Lottery retailers can certainly expect higher footfall around these draws as well as boosted sales,” says Southworth.
Not only this, but most players claim their National Lottery winnings in the same store they buy their tickets from, therefore earning additional commission for the retailer, and are likely to reinvest some of the winnings in another game, or wider products available in store, he adds. It’s a win-win!
Retailers who bring a sense of excitement to the customer experience will reap the benefits.
Whether that’s staff training to ensure all members are knowledgeable about the products and promotions on offer during the summer, or keeping displays fresh by highlighting new products through clear signage.
Simply talking about any upcoming big jackpot National Lottery draws or new Scratchcards to customers, for example, can equal more in sales.
Southworth says, “We also recommend that independent National Lottery retailers sign up to the National Lottery Retailer Hub to get involved with our retailer incentives programme ‘Site, Stock, Sell online’.
“It offers monthly and quarterly cash rewards for uploading pictures of National Lottery kit and POS, with a whopping £10,000 top prize up for grabs each quarter, as well as 10 smaller £1,000 prizes.”
This year, The National Lottery is supporting Big Football Day, an initiative which brings the grassroots community together and offers more opportunities for women and girls to get involved in football during UEFA Women’s EURO 2025.
By selling tickets, retailers are helping to fund big events like this, as well as associated grassroots events across the UK.
“We’re also putting on a series of special event Lotto and EuroMillions draws over the summer with £142m worth of top tier prizes available, which will be guaranteed to bring National Lottery players into stores to buy tickets,” he adds.
The summer activity kicks off with an estimated £104m EuroMillions super jackpot draw on June 6 that will be sure to grab players’ interest with the mega jackpot on offer.
Following this, on June 13, a special EuroMillions Millionaire Maker draw will guarantee 13 UK winners of £1m each, turning a day synonymous with bad luck into one of good fortune for those 13 lucky UK players.
The good summer vibes continue into July. On July 5, a £15m “Must Be Won” Lotto draw will mean more huge prizes for players, with the jackpot guaranteed to be shared among the other prize tiers even if there’s no outright jackpot winner.
“And, rounding off our series of special summer draws, will be another EuroMillions UK Millionaire Maker draw on July 18, which will see a massive guaranteed 10 UK millionaires made,” Southworth says.
And, even if players don’t win during this sizzling summer of fun, it’s still a win for National Lottery Good Causes, as some of the money spent on tickets will go towards making a positive impact in communities.
Merchandising like a club pro
A well-thought of merchandising plan can be a huge game-changer.
Jones from Fairfields Farm strongly believes that cross-merchandising and product bundles are excellent strategies for driving sales around summer sporting occasions.
“For example, pairing our Fairfields Farm Roast Rib of Beef flavour crisps with refreshing soft drinks or alcoholic beverages is an effective way to increase basket spend.”
Customers appreciate being able to find everything they need in one place, making it quick and convenient to grab items for the occasion.
Bundles aren’t just about convenience; they’re a smart sales tool. For independents in particular, they add perceived value while allowing retailers to pair high-margin items with everyday essentials, nudging up the average basket size.
“To win big during the sporting season,” Jones continues, “focus on snacks that bring people together — think shareable formats, eye-catching game-day displays, bold and spicy flavours, easy grab-and-go options, and smart cross-promotions that boost the basket.”
All pack formats in cider and beer experience a massive jump in sales during peak seasons, including summer occasions, such as sporting events, when premium nights come into the spotlight.
With this in mind, stores should ensure they’re stocked up on a variety of options like single bottles for solo sippers, and multipacks for those hosting at home or heading out to festivals and garden parties.
Alison from Heineken UK points out, “One format that does particularly well in cider is 500ml glass bottles, and this remains the number one pack format, followed by 4x400ml and 10x400ml can formats.”
During major international sporting events, retailers can amplify their beer range by offering larger multipacks, in anticipation of people hosting gatherings at home, alongside small packs sited in the fridge for those wanting to grab something convenient to enjoy on the go.
Graham from KP Snacks is also a huge fan of mindful merchandising.
"Last year, we launched our ‘25 to Thrive’ ranging advice to provide a core recommendation of must-stock SKUs from multiple suppliers,” he tells Asian Trader.
“The impartial category-wide advice has been designed to help retailers bag their share of CSN sales, with the category now worth over £5.27bn and experiencing strong growth of +2.9 per cent.”
By stocking the 25 to Thrive range and positioning CSN fixtures with prominence, retailers can revive their sales, drive impulse purchases and thrive in a competitive market this summer.
Beyond snacks and drinks, summer eating is all about BBQs and that means smart merchandising across related categories. Having a dedicated display with BBQ-ready staples like burgers, buns, sausages, dips, and condiments can inspire shoppers to go bigger than planned.
As well as stocking classic BBQ favourite, retailers should also sell ingredients using in favourite BBQ dishes, such as cheese, which can be enjoyed in burgers, stuffed mushrooms or peppers, salads and more. And condiments, of course – ketchup, mayo and mustard all disappear fast.
Displaying these ingredients will spark consumer inspiration and interest encouraging up-selling and impulse buying.
Norcy-Trott from Lactalis explains: “Cross-merchandising makes the shopper’s journey around the store easier and can also be an effective way to encourage up-selling and impulse purchases.
“Retailers should cross-merchandise products like Galbani Burrata with ingredients it is commonly enjoyed alongside at BBQs, for example Parma ham, olive oil, and crusty bread and Leerdammer can be displayed alongside ingredients like burger buns.”
Earlier this year, Leerdammer was back on TV with an £800k+ advertising campaign. The brand has also teamed up with charity YoungMinds to launch “Talk It Out”, a mental health initiative which uses comedy to help parents and young people to get talking and have better conversations about mental wellbeing.
Galbani will be back on air with its successful campaign “To taste la Dolce Vita”, which has proven successful in driving brand awareness and equity as well as market shares. The ATL advertising campaign is now live until July on BVOD, YouTube and Prime Video and is expected to reach 68.2 per cent 1+ ABC1Adults 35-65 at 4.5 OTS – aiming to make Galbani Mozzarella top of mind for British consumers during the spring and summer BBQ season.
But it's not just about advertising, as in-store creativity matters too. Retailers are using clever displays to make the most of sport-driven footfall. Themed end-caps filled with fan favourites like crisps, drinks, dips and ice cream can trigger impulse buys in seconds.
Some enterprising store owners even go the extra mile with hosting giveaways, decorating with sports themes, or extending store hours to catch the late-night crowd post-match.
Retailers should implement eye-catching in-store displays featuring BBQ-ready products like sausages, burger buns, condiments, and charcoal to entice shoppers stocking up for weekend gatherings.
It’s a touch-down!
During the tournaments, households stock up on breakfast items, beer, and easy-to-share snacks, turning convenience stores into vital suppliers for at-home celebrations. Retailers report a surge in sales of breakfast items like croissants, pastries, and ready-to-eat sandwiches as fans settle in for early morning matches.
Forget crowded pubs. Living rooms are the new stadiums, and convenience stores are the half-time heroes keeping fans fuelled.
The impact of sports extends beyond food and drink. Stores near popular sporting venues also experience a noticeable uptick in sales of disposable barbecues, coolers, sunscreen, and picnic essentials.
In the broader retail landscape, convenience stores cement their role as community hubs during these sporting moments. They provide quick, easy access to essentials while capturing the celebratory spirit, reminding customers that whether they’re cheering courtside or from the couch, the local c-store has everything they need to keep the party going.
So as the goals fly in and the wickets fall, UK convenience stores are more than just background players.
And if they play their cards right, with clever merchandising, themed promotions, and a bit of local flavour, these retailers won’t just ride the wave, they will rather own the season.
