LONDON: Retailers and manufacturers in the United Kingdom’s FMCG industry benefitted the most from England’s semi-final appearance at the World Cup 2018 as well as the unusual and prolonged heat wave that is sweeping across the country, a report by research agency Nielsen notes.
UK consumers spent £358m ($472m) more during the months of June and July this year as compared to 2017. With the passion for football reaching heights during the marquee levels, they spent the most on those products and services that could help them overindulge and enjoy the matches with family and friends at home as well as beat the warm weather.
As a result, matches and lighters saw 39.2% growth, which is the highest for any product category. This is followed by beer & cider at 28.8%, frozen desserts at 25.9%, insect control at 22.4% and soft drinks at 16.8%.
Nielsen reports that sales spiked up by 57% during the second week of the World Cup, making it the best period of growth. However, in the fourth week which saw England finishing fourth after defeats to Croatia and Belgium, sales growth was estimated to a much lower £84m ($110.85 million).
Regular items of purchase such as frozen vegetables, laundry, hot beverages and biscuits found the usual takers as these aren’t relatively in great demand during an occasion of celebration.
However, it will be interesting to see if UK’s FMCG industry prospers as much during the 2022 World Cup in Qatar which will be held for the first time during the winter season. Temperatures around that time and the Christmas spirit are likely to determine its fate besides England’s performances of course.
