We are days away from the 2024 Super Bowl, where the San Francisco 49ers face off agains the Kansas City Chiefs, the time-honored tradition of home parties filled with abundant food and drinks this year's festivities come with a twist. Consumers, brands and supermarket retailers must navigate the complex landscape shaped by fluctuating food prices and inflation.

Strolling through a variety of supermarkets over the past ten days in Southern California one difference became abundantly clear - there are a lot less signs and displays promoting foods and beverages for the big game. But that doesn’t indicate that we will party less, just differently. In fact, the National Retail Federation (NRF) predicts that Americans will spend $17.3 billion on food, drinks, apparel, party decorations and other categories on Super Bowl LVIII, about a billion dollars more than for last year’s big game.

FULL ARTICLE