New Data Reveals What Americans Will Eat, Drink During The Super Bowl

As the preeminent sporting event in the U.S, the Super Bowl is a day when most Americans partake in watch parties that include a host of food and beverages.

New data from Numerator found that 61% of consumers plan to watch the National Football League’s championship game, which this year will be held in Las Vegas and pits the Kansas City Chiefs against the San Francisco 49ers.

For those planning to watch the big game, 82% will do so at home either with only their immediate family or with a larger gathering of family and friends.

Retailers looking to make last minute adjustments to their assortments of food and beverage, Numerator figures revealed that 50% of those watching the Super Bowl will purchase soda to consume during the game, followed by beer (37%), spirits (22%), wine or champagne (22%), sparkling water (15%), juice (13%), hard seltzers (10%), ready-to-drink cocktails (9%) and THC- or CBD-infused beverages (3%).

Snack foods remain a popular choice for many. Chips and classic game day favorites top the Super Bowl food shopping list with 75% of Super Bowl watchers planning to buy chips, followed by dips / salsa / guacamole (67%), pizza (47%), chicken wings (42%), and nachos (22%), Numerator figures show.

As shoppers load up for their Super Bowl watch parties, private label products offer an opportunity for consumers to save money, according to insights from Andy Keenan, executive vice president & general manager at Advantage Solutions.

Keenan notes that 92% of consumers trust private brands equal to or more than national brands. With snacks and appetizers among the most important components to a successful Super Bowl party, he said these categories are optimal for retailers looking to spotlight their private brands. 

Additionally, Keenan said non-alcoholic beer and spirits are growing in popularity as consumers become increasingly health conscious. Non-alcoholic beer volume sales grew more than 18% in the 52 weeks that ended Oct. 8, 2023 versus 2022 and big players in the space are taking notice. 

He also noted that inflation appears to be less of a concern for shoppers this year. Total spending on food, drinks, apparel, decorations and other purchases for the day is expected to reach a record $17.3 billion, or $86.04 per person. Food and drink account for approximately 80% of that total spend.