Footy Finals : A golden opportunity for FMCG and liquor players
Footy Finals & consumption habits
Footy Finals is a big deal for Australians. More than just a sport event, it became a not-to-be-missed event. Every year on the last Saturday of September, the Melbourne Cricket Ground welcomes thousands of fans to determine the Australian Football League premiers!
If sport events are golden opportunities for brands to boost their sales performance, Footy Finals is no exception.
At Snooper, we were really curious to understand what consumption trends would emerged from that event. We therefore conducted a broad survey among our 220 fans among our shopper community.
If several insights come out this survey, one major observation stands out : Convenience Foods are the big winners!
Where do fans watch the game and how are they celebrating?
No less than two-thirds of Australians actually prefer to watch the game at home or at a friend’s place. This impressive majority promotes friendly reunions with groups of 10 people at maximum, while only 14% planned to watch the game in a pub (and of those the vast majority was single).
Snacks & Beverage combos
70% of our Snoopers intend to buy Chips, 60% dips and 75% soft drinks. That is an obvious opportunity for supermarket retailers & brands to inspire shoppers with ‘Footy Finals’ themed zones with cross-category occasion-based displays.
BBQ & Convenience Foods
A third of those staying at home host events with friends and family. That explains why 44% of shoppers intend to buy BBQ items such as sausages or more gourmet options. Fans are also looking for convenience hence shareable and single serve packs are good opportunities.
Reinforcing the need for cross category promotion of the footy finals occasion, while beer was the alcoholic game-watching drink of choice for 88 per cent of males and 59 per cent of females, 38 per cent still planned to buy RTDs (likely due to their convenient format when people want to concentrate on watching the game).
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