AMERICA IS READY FOR SOME FOOTBALL
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Part January
COVID-19
The Changing Shape of the CPG Demand Curve 29
2021
AMERICA IS READY
FOR SOME FOOTBALL
EXECUTIVE SUMMARY
America’s most treasured “non-holiday” is fast approaching, with consumers reporting they are as likely to watch this year’s
Super Bowl as they were last year. But like other holidays during the COVID-19 pandemic, this year’s big game will look
and feel different. Still, the odds are in CPG’s favor, with indications of a strong selling season with upwards of $10 billion in
key category sales purchased in the two weeks ahead of Super Bowl Sunday.
Super Bowl Viewing
• Roughly 60% of American households expect to watch the battle between the Tampa Bay Buccaneers
and the Kansas City Chiefs. Anticipated viewership parallels that of 2020.
• Viewing parties will be different than last year, when four in 10 watched with their immediate family and
nearly 20% watched at a party. COVID-19 has changed this expectation for 2021, with nearly half of all
viewers expecting to watch with their immediate household members.
• Interestingly, younger Millennials and Gen Z are more apt to report that they’ll watch with friends
compared to older generations.
Super Bowl CPG Spending
• Consumers forecast that their spending will increase modestly for 2021’s Super Bowl. IRI’s proprietary
research suggests that the average spend is forecasted to be $41.50, up $1.50 from last year’s event.
• A strong proportion of consumers expect to buy many of the same brands they buy during the year, but
a large amount also say they’ll purchase brands they normally “don’t buy to bring more of a party home.”
• A quarter will be relying on prepared or delivered meals.
• Super Bowl spending in key categories during the two weeks leading up to kickoff tips $10 billion across
23 tracked categories. Share of total edible category spending generally mirrors the total year.
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 2
COVID-19 Has Changed How Americans
Will Watch the NFL’s Centerpiece Event
of American HHs expect to gather Super Bowl
Sunday to watch the Bucs and Chiefs, similar
viewership to 2020, but the party will look different.
61% 59%
• Nearly half of Americans
expect to watch with
immediate family or
alone, up eight points
from last year.
• 17% of viewers expect to
watch with people Expect to Watch
outside their household, 2021 Super Bowl Viewing Plans
down from 22% in 2020. 2020 Super Bowl Viewing
Source: IRI Survey fielded 1/20-1/22/21, among National Consumer Panel representing Total U.S. Primary Grocery Shoppers, Excluding the 12% who said they don’t know yet whether they’ll watch
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 3
Super Bowl Parties, Big or Small, Consumers spend
nearly $20B in total
Have a Big Impact on CPG edible categories
CPG Expected Spending and $10B in key
“watch party”
categories during
17%
Over $75 16% the two-week
period leading up to
game day.
$41.50
30%
$40.00 31% $26 - $75
19% More viewers (78%)
23% $16 - $25
in 2021 will spend
9% money on CPG
2021 Under $16 products to make
Super 2020 8%
Bowl Super the Super Bowl a
Viewing Bowl 29% special event,
Plans Viewing 22% No Spend
compared to 71%
of viewers in 2020.
Average Expected
Average Expected Spend on
Spending Expect to Spend This Year Spent Last Year
F&B for Super Bowl Viewing
Source: IRI POS Total U.S. MULO + C / total may not equal 100 due to rounding
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 4
In Years Past, Top Categories Drove About a Third of Total
Sales and Half of Sales of Key Super Bowl Categories
Super Bowl buying mimics rest of the year purchases with no categories driving a disproportionate share in
the two weeks prior to game day. Sales in these top categories are consistent between the week prior and
week of Super Bowl, with the exception of beer and wine, with greater sales during the week of Super Bowl.
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 5
Food Is Integral to
Super Bowl Celebrations
43% Will buy snacks and beverages
they typically have at home
39% Will buy extra snacks
26% Plan to order in
24% Expect to make a
special dinner
Source: IRI Survey fielded 1/20-1/22/21, among National Consumer Panel representing Total U.S. Primary Grocery Shoppers
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 6
$3B
Winging It to Super Bowl LV
Super Bowl Sunday promises chicken wings sales
to solidify Americans’ love
for chicken wings as they Total sales of chicken wings
bring the party home. saw a 10% growth in dollar
sales, sparked by over 20%
Recent research from The National growth in fresh chicken wings.
Chicken Council forecasts over
1.42B
1.4B chicken wings will be
consumed while watching the
NFL’s signature event. Adding
credence to IRI’s research showing chicken wings consumed
more people bringing the party on game day
home for 2021’s game, a That means over 350MM wings
2% gain in consumption. will be consumed each hour
during the four-hour telecast –
enough wings to circle
Click here to see the full story and learn the earth three times!
more about key members of both teams.
Source: IRI Survey fielded 1/20-1/22/21, among National Consumer Panel representing Total U.S. Primary Grocery Shoppers
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 7
Super Bowl Viewing Is Skewed
Toward Wealthier U.S. Households
2/3
Total Lower Middle Upper
Respondents Income Income Income
Watching the Super Bowl 61% 58% 58% 67%
Will Likely Watch at Home by Myself
or With Just My Household Members 48% 44% 50% 50% of upper income
Will Likely Watch with Extended Family Not Living With Me 7% 6% 5% 9% households are
Will Likely Watch With Friends 8% 10% 4% 12% expect to watch
Will Likely Have a Video Virtual Party With Family/Friends 1% 1% 1% 2%
Will Likely Watch at a Bar / Restaurant 1% 1% 1% 2%
this year’s game
My Household Will Not Watch the Super Bowl 39% 42% 42% 33%
Source: IRI Survey fielded 1/20-1/22/21, among National Consumer Panel representing Total U.S. Primary Grocery Shoppers, Excluding the 12% who said they don’t know yet whether they’ll watch
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 8
Plans to Watch This Year’s Super Bowl Varies by Generation
While most households planning to watch this year’s game expect to watch with other household members
+
or by themselves, more than one in five Gen Z or younger Millennials expect to watch with friends.
Gen Z/Younger Older Younger Older Retirees
Total Millennial Millennial Gen X Boomers Boomers and Seniors
Respondents (18 -30) (31 -39) (40 -55) (56 - 64) (65 -74) (75+)
Watching the Super Bowl 61% 64% 61% 67% 55% 60% 60%
Will Likely Watch at Home by Myself
or With Just My Household Members 48% 39% 43% 54% 44% 53% 51%
Will Likely Watch with Extended Family
Not Living With Me 7% 10% 12% 6% 4% 4% 9%
Will Likely Watch With Friends 8% 21% 7% 10% 9% 3% 0%
Will Likely Have a Video Virtual Party
With Family/Friends 1% 2% 0% 3% 1% 0% 0%
Will Likely Watch at a Bar / Restaurant 1% 4% 2% 0% 0% 1% 3%
My Household Will
Not Watch the Super Bowl 39% 36% 39% 33% 45% 40% 40%
Source: IRI Survey fielded 1/20-1/22/21, among National Consumer Panel representing Total U.S. Primary Grocery Shoppers, Excluding the 12% who said they Don’t Know Yet whether they’ll watch
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 9
Older Spending on This Year’s Super Bowl Varies By Generation
+
Millennials
and Gen X
Gen Z/Younger Older Younger Older Retirees
Anticipate Total Millennial Millennial Gen X Boomers Boomers and Seniors
Respondents (18 -30) (31 -39) (40 -55) (56 - 64) (65 -74) (75+)
Spending Base 100% 100% 100% 100% 100% 100% 100%
None 22% 25% 12% 16% 21% 39% 25%
Well More $1 - $5 1% 0% 0% 1% 0% 2% 10%
$6 - $10 6% 0% 2% 3% 5% 11% 19%
Than $50 $11 - $15 1% 0% 0% 0% 0.4% 3% 0%
$16 - $20 16% 15% 11% 18% 21% 12% 15%
to Enjoy the $21 - $25 7% 8% 5% 4% 10% 8% 4%
$26 - $50 28% 28% 41% 33% 24% 19% 16%
Big Game $51 - $75 3% 0% 2% 4% 4% 3% 5%
$76 - $100 11% 20% 22% 9% 10% 3% 6%
at Home $100+ 6% 4% 6% 12% 4% 0% 0%
Mean ($) 41.5 43.5 56.3 54.7 36.3 19.3 21.4
Base = Those Who Plan to Watch at Home
Source: IRI Survey fielded 1/20-1/22/21, among National Consumer Panel representing Total U.S. Primary Grocery Shoppers
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 10Opportunities / Implications
• Throughout the pandemic, we’ve seen consumers change
their approach to holidays and celebratory occasions.
Brands and retailers have an opportunity to support
smaller gatherings and solidify new traditions.
• Super Bowl advertising is always a big draw for viewers
of the Big Game. Monitor consumer implications of
awareness, imagery, consideration and purchases to
capitalize on potential new buyers and further solidify
your current franchise.
• As a strong share of shoppers will buy brands they do not
purchase regularly, manufacturers have an opportunity to
build stronger bonds with consumers who may add their
brands to their regular purchasing.
• Leverage learning from Super Bowl celebrations, as
retailers and manufacturers prepare for March Madness,
the NCAA’s signature event, to help consumers enjoy the
return of college basketball’s biggest showcase.
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 11Mark Clouse Stuart Aitken Vivek Sankaran
President and CEO, Campbell Soup Company Chief Merchant & Marketing Officer, The Kroger Co. President & CEO, Albertsons Companies
November 10, 2020 September 3, 2020 August 25, 2020
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 12IRI COVID-19 IMPACT ASSESSMENT REPORTS (click to see full report)
COVID-19: THE CHANGING SHAPE OF THE CPG DEMAND CURVE
SPECIAL COVID-19 SERIES: RECESSION PROOF YOUR BUSINESS
COVID-19 EMERGING POINT OF VIEW DISCOVERING POCKETS OF DEMAND
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 13CPG Economic Indicators
Access IRI’s industry-standard metrics for consumer product demand and supply
during the pandemic, our CPG inflation tracker and the latest data on category
trends, out-of-stock levels, consumer sentiment and more.
U.S. Demand Channel Shift E-Commerce
Demand Index™
Index™ Forecasts Index™ Demand Index™
Inflation Out-of-Stock Levels U.S. Topics from
Supply Index™
Tracker™ for Subcategories IRI Social Pulse™
The IRI CPG Demand Index™ provides a standard metric for tracking
changes in spending on consumer packaged goods.
U.S. Demand Index™ Forecasts are delivered through a proprietary,
fully automated forecasting solution that anticipates consumer demand.
Channel Shift Index™ provides a standard metric for tracking changes (migration)
in spending on consumer packaged goods across select channels.
The IRI E-Commerce Demand Index™ provides a standard metric for tracking changes
in spending on consumer packaged goods purchased online.
Inflation Tracker™ provides the well-known price per unit metric for tracking changes in pricing of consumer packaged goods.
Supply Index™ provides a standard metric for tracking changes in product availability (i.e., in-stock rates) in stores for consumer packaged goods.
Out-of-Stock Levels for Top-Selling Subcategories by Market Area in the U.S.
Top U.S. Topics from IRI Social Pulse™
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 14Want to Be the First to Know?
www.iriworldwide.com/en-US/Insights/Subscribe
Registered Users Get New Thought Leadership
from IRI’s Research, Data & Analytics Experts
© 2021 Information Resources Inc. (IRI). Confidential and Proprietary. 15IRI Global Headquarters
CONTACT US 203 N. LaSalle St., Suite 1500
Chicago, IL 60601
FOR MORE IRI@IRIworldwide.com
+1 312.726.1221
INFORMATION Follow IRI on Twitter: @IRIworldwide
© 2021 Information Resources Inc. (IRI).
© 2021 Information Resources Inc. (IRI). Confidential
Confidential and
and Proprietary.
Proprietary. 16 16You can also read
