Down, Set, Snack! Here’s What Shoppers Buy for the Big Game

America’s biggest TV event of the year brings two types of people together: those watching the point spread, and those enjoying the snack spread.

In the days leading up to kickoff, fans across the country are stocking up to host and attend watch parties. The shopping insights below highlight what’s winning in baskets and carts before the big event.

Taste is the MVP

When choosing gameday bites, it's all about finding shareable fan-favorites: 87% of shoppers prioritize taste above all else, with price (55%) and convenience (52%) also ranking high on the list.

Easy-to-prepare foods are tailgate and watch party all-stars. Shoppers buy 48% more frozen or ready-made items during the football season.

Back to Basics

There's always room for creative playcalling when choosing gameday food, but football-watching starts with the core four.

Fans consistently added chips, dips, soda, and adult beverages to their carts. Compared to the rest of the year, sales of bagged snacks, soft drinks, and dips (including hummus and salsa) increased by 6% to 21% across nearly all demographics.

Leading up to last year’s championship, bagged snacks, dips, and soft drink sales peaked in the 72-hour window before kickoff.

The Super Opportunity for Brands

From tailgate traditions to superstitious clothing, football fandom is about rituals. The brands and items that become part of gameday stay part of gameday.

Championship Sunday, and football season more broadly, are opportunities for brands to show up big for fans: one in three households purchase products they don’t normally buy during football season and 75% of football-watching shoppers tune in on a weekly basis. That’s 20+ chances to become part of fans’ routines!

Winning Strategies Start with Verified Consumer Insights

Use purchase insights from more than 62 million verified Kroger households to build stronger connections and unlock new brand growth opportunities. Contact your KPM representative to begin building your strategy today.