Heavy Snacking for Football Fans
By Tom Ryan
In its inaugural Snack Down Survey,
Supervalu found that nearly 90 percent of American football fans say they “never” or
only “sometimes” feel guilty about what they eat when watching football
games. Unsurprisingly, 81 percent admit to eating “none” or just “a
few” healthy or better-for-you foods during a game.
Among the fans surveyed, 89 percent planned
to watch one or more of the NFL playoff games or the Super Bowl in their
homes. About 78 percent plan to spend about the same amount as previous
years, with 12 percent saying they will spend more.
The survey shows that chips or other salty
snacks, such as peanuts, popcorn and pretzels, are by far the favorite
game-day snacks among football fans. But nearly 40 percent of fans surveyed
had a special food or snack tradition associated with their favorite NFL
or college football team. In Philadelphia, for example, chicken wings were
tied with dips/spreads for use with chips, crackers or veggies as Philadelphia
fans’ favorite game-day snacks but it was the only market that mentioned cheese
steaks as a top game-day snack tradition.
Other unique game-day
traditions by market included Chicago-style hot dogs and deep dish pizza
in Chicago; New England clam chowder and Boston baked beans in Boston;
chili in Cincinnati; baked and stuffed Idaho potatoes in Boise; and cheese
(dips, logs, balls, etc.) in Minneapolis/St. Paul.
Other Super Bowl food
- According to the American
Institute of Food Distribution, Super Bowl Sunday is the second-biggest
food consumption day of the year, after Thanksgiving.
- The Calorie Control Council
estimates the average stay-at-home fan will consume 1,200 calories and
50 grams of fat on Super Bowl Sunday from snacks.
- According to the Nielsen
Company, Super Bowl Sunday is the most important snack purchasing day
of the year, followed by the day before the big game. Among snacks, potato
chips enjoyed the largest dollar and volume sales during the Super Bowl
period in 2009. Tortilla chips, however, had the largest incremental
dollar sales gains, while dip mixes and canned dips saw the biggest percentage
increases in sales.
How does the food opportunity around the Super Bowl differ from other
holidays? What marketing and merchandising opportunities might food
retailers be missing around football’s big day that they can use next
- The Supervalu Inaugural
Snack Down Survey Finds Football Fans Don’t Feel Guilty About What
They Eat – Supervalu Inc.