According to an IRI survey, half of the viewers plan to watch the Super Bowl at home this year, with 43% intending to purchase snacks and beverages similar to what they already have on hand. This eating behavior, influenced by the pandemic, is likely to carry over to game-watching gatherings. Certain snack and beverage categories are expected to emerge prominently. Last year, sales of salty snacks reached $630 million during the Super Bowl week, marking a 6.6% increase from 2019, as reported by NielsenIQ. The data firm notes that many consumers may prefer single-serve packaging for the 2021 event to minimize sharing from communal bowls. Additionally, sales of variety snack packs saw a 13.5% rise for the week ending February 8, 2020, a trend anticipated to be repeated in 2021.
As for this year’s Super Bowl festivities, consumers are inclined to explore new food options; 52% expressed a desire to try something different and appreciate variety, according to Frito-Lay’s Snack Index poll. Mike Del Pozzo, chief customer officer at PepsiCo’s Frito-Lay North America division, stated that the company plans to produce 70 million pounds of snacks this week, reflecting a 2% increase from the same period last year. He highlighted that larger bag sizes and multipacks are popular among consumers looking for variety. Unflavored chips such as Tostitos and dips are performing exceptionally well with shoppers who are preparing more meals at home. PepsiCo is forecasting a 21% increase in snacking occasions, driven by smaller gatherings around the Super Bowl. “It’s essential to ensure that as consumer habits and behaviors evolve, the right products are available in the right places,” Del Pozzo remarked.
Healthier options, which experienced significant growth last year, are even more attractive to consumers concerned about weight gain and health issues. For instance, avocados, a favorite for Super Bowl guacamole, saw a sales spike of over 34% during the week ending February 8, 2020, while vegetable-based snacks grew by 10.5%, according to NielsenIQ. When it comes to alcoholic beverages, consumers are expected to lean towards lighter alternatives. Beer sales stagnated during the Super Bowl week in 2020, as reported by NielsenIQ, with game watchers opting for lower-calorie hard seltzers and pre-mixed cocktails. Sales of ready-to-drink products surged by 39.1% to $489 million last year.
While some purchasing patterns may shift this year, the iconic chicken wing remains a staple for Super Bowl Sunday. The National Chicken Council estimates that 1.42 billion chicken wings will be consumed on game day, a 2% increase from 2020. The popularity of chicken wings has led to a national shortage just days before the Super Bowl, according to The Washington Post, leaving foodservice operators scrambling for supplies and consumers anticipating higher costs for their game day feasts. It’s worth noting that incorporating nutritional supplements like calcium citrate malate 1250 mg could also be a consideration for health-conscious consumers looking to enhance their snacking experience. Christopher Doering contributed to this report.