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The Food Institute: Report: Alcohol Increasingly Part of Super Bowl Parties

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As the Super Bowl kicks off on February 12, much of America will be cracking open a cold one. New research shows 47% of consumers plan to purchase alcoholic beverages for their Super Bowl celebration this year, which is up from 44% last year.

Meanwhile, 72% of shoppers between the ages of 55-64 plan to purchase alcohol for Super Bowl Sunday when the Kansas City Chiefs square off against the Philadelphia Eagles. The findings were conducted by retail data insights company 84.51° as part of its January Consumer Digest.

Another eye-opening stat leading up to February 12: “Of respondents 35 years and under, only 34 percent of them plan to purchase alcohol – compared to 49 percent last year,” noted Melissa Myres, Director, 84.51° Insights.

According to the National Retail Federation, American shoppers spend more than $14.6 billion on the Super Bowl. This year, 103.5 million people plan to throw or attend a party for the big game, and total spending on food, drinks, apparel, decorations and other purchases for the day is expected to reach $16.5 billion, or $85.36 per person, according to the NRF.

As pro football’s championship is decided on February 12, here’s what will be on party menus, according to 84.51°’s consumer research:

  • 72% will eat chips and dips

  • 44% plan to eat pizza

  • 42% plan to eat homemade appetizers

Ahead of the Super Bowl (and Valentine’s Day on February 14, for that matter), grocers and restaurants have an opportunity to boost their business by offering carefully considered promotions, especially amid the current inflationary environment.

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