Private Label Products On The Radar For Super Bowl Party Shoppers
The Super Bowl remains the biggest unofficial holiday celebrated by Americans and is also an opportunity each winter for food and beverage retailers to drive traffic to stores just weeks after the holiday season.
As retailers make final preparations for the National Football League’s championship game, which will be played on Sunday, February 9, in New Orleans, those who watch the game will be opening their wallets to purchase their needed provisions.
A new consumer survey from Advantage Solutions found that 67% of respondents said inflation will have no impact on their Super Bowl-related spending, with 49% expecting to spend between $51 and $150. That said, there were notable differences in how shoppers will be spending for the big game when compared to last year.
- 32% plan to spend less and buy less food
- 27% plan to spend about the same, but likely buy less food
- 21% plan to spend more, but buy the same amount of food
- 12% plan to spend more and buy more food
- 8% plan to spend more and buy less food
When shopping, 22% of survey respondents said they would buy private label and name brand products, with another 22% saying they would purchase both private label and sale items. Additionally, 10% said they would buy name-brand products and 9% would buy private label products.
Marketing ahead of the Super Bowl will have an impact on what shoppers purchase, and retailers also have an opportunity to influence what their customers buy. In the survey, 50% said commercials play the biggest role in their food purchases for the game. Social media is a close second at 45%, and traditional in-store merchandising including sampling (39%) and end cap displays (30%) each continue to have a significant influence on what shoppers put in their carts.
Additionally, 54% of consumers said cross-merchandising items such as hot dogs and buns, chips and salsa, and cups and soft drinks make it “very convenient” when shopping.
The top five product choices for Super Bowl shoppers will come as little surprise to retailers. They include (in order) pizza, beer, chips and dip, sandwiches, and chicken wings.
