Walmart tracks World Cup fan shopping trends

Walmart shared insights on how soccer fans changed their grocery habits during the World Cup, tracking spending, product choices, and generational differences.

Spending surged for game-day essentials

About half of soccer fans surveyed by Walmart planned to spend at least 25% more on groceries during key match weeks. The survey, conducted in June with 1,021 Walmart Customer Spark Community members, found that 78% bought salty snacks, while 64% chose frozen foods and appetizers. Beer, wine, and hard seltzer matched non-alcoholic drinks at 53%, and 54% selected fresh deli items.

Deals mattered most, with 61% of shoppers prioritizing discounts. Brand loyalty influenced 59% of purchases. Nearly all fans—90%—admitted to impulse buys while preparing for gatherings.

Most respondents watched matches with groups of two to five people. Younger fans, especially those 25 to 44, preferred bars, restaurants, or organized watch parties over home viewing.

Generational divides in shopping behavior

Younger shoppers were more likely to try new products promoted during the tournament. Among 18- to 24-year-olds, 56% discovered a new food or drink because of World Cup ads. Older fans tended to stick with familiar brands.

Nicole Ryner, group director of business strategy at Walmart Data Ventures, explained the difference: “Even when people engage with the same cultural moment, they experience and shop it differently.” She said brands could use these findings to create targeted messaging for specific groups.

Walmart observed these trends in real time. Sales of salty snacks, deli items, and frozen desserts climbed as fans favored quick, shareable foods. Ranch dressing also rose, partly because international visitors stocked up on American staples unavailable at home.

Social media trends affected purchases too. Condiments saw a sales boost, showing how viral moments shaped shopping baskets. “The real opportunity is turning those shifts into growth,” Ryner said. “Understanding changing customer needs helps brands anticipate demand and improve service.”

A separate study from Arity showed the impact of the World Cup on retail and hospitality visitation within 10 miles of SoFi Stadium on the day of the June 12 opening match.

This behavior reflects more than just the game. For casual fans, the World Cup becomes a reason to host, celebrate, and experiment. A six-pack of local beer or a case of imported lager might separate casual viewers from die-hards, but both head to the same impulse aisle.

Walmart’s sales jump in condiments and ranch dressing highlights how global events can transform routine shopping trips. A viral TikTok about a dip or a meme-worthy snack can drive demand faster than a last-minute goal. For brands, the takeaway is clear: cultural moments extend beyond the event itself to the conversations they inspire—and the fridges they stock.

The final data will show how a month of soccer altered shopping, eating, and celebrating.