Olympic Games will see British consumers purchasing more than double their usual amount of food and drink according to new survey. Image courtesy of rgbstock/Zsolt Zatrok.
This summer’s Olympic Games
will see British consumers purchasing more than double their usual amount of food and drink according to an independent survey carried out by OnePoll
and commissioned by destination media group Redbus
The survey of 2,000 people carried out in June 2012 revealed that over 88 percent plan on making extra visits to the supermarket during London 2012 to stock up on snacks, meals, soft drinks and alcohol to be enjoyed with family and friends while watching the event.
The study highlighted that the products at the top of many consumer’s shopping lists were:
- Crisps (80 percent) - brands Walkers and Pringles were the most popular choices with 38 percent each
- Pizza (75 percent)
- Beer/cider (75 percent)
- BBQ products (67 percent)
- Wines/spirits (66 percent)
- Carbonates (65 percent)
- Sausage rolls (62 percent)
- Fruit juice (62 percent)
- Condiments (59 percent)
- Pies & quiches (54 percent)
- Premixed alcoholic drinks (50 percent).
The study also found that one in four consumers
take notice of advertising on shopping trolleys and that a third notice supermarket car park posters as well as uncovering that a significant number of shoppers (85 percent) would not be influenced by a brand
because it was an Olympic sponsor.
Importantly, the findings suggest that this summer’s event will provide food and drink brands, be they official partners of the Olympics Games or small to medium sized enterprises (SMEs), with a unique opportunity to increase sales volumes
Stefan Borson, chief executive of Redbus Media Group, explained: “We’re expecting to see last year’s ‘royal wedding’ and this year’s ‘jubilee effect’ replicated over a much longer period throughout July and August with the nation stocking up on food, drinks and snack brands to enjoy while they support Team GB. As the majority will be watching the spectacle in the comfort of their homes rather than in the Olympic Park, this is a key time for brands to ensure they have a prominent presence in the supermarkets.
“The research shows that shoppers are planning to significantly increase visits to supermarkets during the Olympics presenting great opportunities for brands to increase sales volume and value."