Snacking and sports events go hand-in-hand, so it’s timely that Nielsen IQ (NIQ) has released a report pinpointing five key trends for FMCG and this year’s jam-packed sports season. On the calendar are the Super Bowl, Paris Olympics and Paralympics, Tennis Opens and Golf Masters, as well as F1 Racing, NHL and basketball.
NIQ says the first trend is an increase in brand participation through partnerships, sponsorships and collaborations with an event, a team or an individual athlete. Advertising options range from the multi-million dollar 30-second Super Bowl spots to social media platforms such as Instagram and TikTok, or in-store promotions for sponsorship messages.
Snacking for events such as the Super Bowl usually includes quick, convenient products like burgers, fries and beer. That’s one reason trend number two is related to health, wellness and lifestyle, with consumers now demanding healthier options. The NIQ report says that many consumers have food allergies or specific dietary and lifestyle needs and are willing to spend more on products that fit their needs. A NIQ survey found that half of participants (54%) are willing to pay more for ingredients they understand and 26% intend to spend more in the health and wellness category this year.
NIQ says the top online searches shaping purchase decisions include terms such as “high protein,” which increased by 10% YOY. Searches for “caffeine” and “electrolytes” also increased YOY with “contains caffeine” growing by 18%; “high caffeine” by 134%; and “electrolytes” up 151%. Other trending search terms include “unsweetened,” “unsalted,” “gluten-free,” “organic” and “fresh.” These are the attributes brands should focus on when promoting products, says NIQ.
Trend number three is rapid food delivery growth. Aside from a plethora of meal delivery services for restaurants, shoppers are also turning to quick delivery services from grocery retailers and convenience stores. The report suggests shopping apps and brands that sit within those platforms will activate around the sports season, using Deliveroo as an example. During football events in England, Deliveroo gave its riders special uniforms and bike bags that featured the England Team logo. It also offered “promotions including % discounts, multibuy offers, free items, and meal deals to encourage shoppers to utilize convenience during their watch-parties and at-home celebrations,” says NIQ. “It has even run promotions during events that see shoppers win discounts if their team score goals or earn points.”
Social media campaigns connected to sporting events will also continue to trend in 2024. Social media gives brands opportunities to connect with consumers as a more afffordable alternative to becoming an official sponsor of an event. The research firm gives the 2023 Doritos Super Bowl campaign as an example, which launched on TikTok (featured image). The brand offered consumers the chance to win an appearance in their Super Bowl commercial with stars Jack Harlow and Missy Elliot (along with $5,000), with commercials featuring TikTok dancer influencers. The program hashtag #DoritosTriangleTryout amassed 17.5 billion views.
The fifth and final trend is cost of living challenges. As the cost of living rises, consumers are much more cautious about their spending for events and celebrations around sports events. For the 2023 Super Bowl, Nielsen says 82% more Americans planned to host friends and family for watch parties than in 2022. In addition, 52% planned to watch the game at home, and on average, Americans planned to spend $115 USD on Super Bowl Sunday, with the average increasing to $246 USD for those earning six figures or more. The trend to host and spend on watch parties is expected to continue into 2024.
