New national data from consumer intelligence specialists Vypr shows:
- Only 42% of the population is committed to watching the Qatar tournament
- 38% feel negative about the games being held in Qatar
- Only 30% plan to watch games in their local pub
- 26% will watch at a friend or family member’s house
- 42% will buy food to cook at home
- Only 22% will buy football decorations
- Similarly, only 22% will buy football clothing, such as replica shirts
More than three-quarters (79%) of people who plan to watch the World Cup are staying at home this year, according to new research by Vypr. The remainder plans to watch the tournament, the first to be played in the Middle East, with friends or at a pub.
Vypr asked a nationally representative sample of its 65,000 community questions about how they felt about the World Cup, including spending on food.
Respondents were divided about the tournament. 35% feel positive about it with statements such as: “The sooner it starts, the better.” and “It’s going to be a great boost for everyone.” However, a similar proportion – 38% of respondents – feel negative about it with bold comments including: “I would boycott it, it’s a disgrace.” and “I think it’s extremely disappointing and inappropriate that it’s being held in Qatar.”
Regarding plans for those watching the games, 61% said they plan to buy snacks, and 60% intend to buy alcohol. Soft drinks were essential, with 47% intending to buy these. Over half of people (51%) plan to make takeaway purchases, while 42% intend to buy food to cook at home, such as wings, burgers and pizzas.
Vypr also asked which event people are looking forward to the most this winter, with 60% saying Christmas versus 24% saying the World Cup.
Kevin Baldwin, Vypr CEO, comments: “Our latest findings indicate that a winter World Cup and its close proximity to Christmas are reducing people’s appetites to celebrate in the same way as a summer event.”
He adds: “The cost of living crisis will also impact people as they prioritise spending in the build-up to Christmas. With previous World Cups played in summer, venues have been able to offer a wider range of entertainment to attract consumers. Venues and brands must develop compelling offers to boost custom as the tournament unfolds.”
About Vypr
Vypr is the world’s leading product intelligence platform that enables businesses to rapidly understand changing consumer behaviour through fast cost-effective consumer insight.
Used by all stakeholders and teams contributing to every aspect of the product journey, our platform combines expert support with the latest research technologies to power faster and more precise product decision-making.
We deliver some of the fastest, most robust insight through a mix of qualitative and quantitative functionality facilitated through our mobile-first consumer communities.
Our clients include some of the biggest names in the consumer goods sector. They use Vypr to make better decisions to get winning products to market faster.
