IGD: 36% of Shoppers Plan World Cup Grocery Spending Lift

Aldi and Lidl could see a relative benefit. Their shopper base is more value-conscious. Event-led spending tends to lift overall category spend rather than shift share between chains, according to past data from Kantar. The bigger risk for premium grocers like Waitrose and M&S is that promotional noise during the tournament drags down their average transaction value as shoppers trade down within the store.

Online grocery platforms could see a sharper spike in order volumes, particularly for same-day delivery slots on match days. The 2022 World Cup saw Ocado report a 20% jump in same-day orders during England games, though that was in a colder month. The summer 2026 schedule may encourage more impulse ordering for barbecue supplies.

The revenue impact could be significant. Assuming a £30 per household extra spend across 10 million households, typical for a tournament, the sector could see a £300 million revenue bump over the four-week period. The window aligns with peak grocery shopping days, Thursdays to Saturdays, which should concentrate the incremental spend.

The IGD data flags the opportunity early. The actual outcome depends on England's progress through the knockout stages. A deep run delivers more games and more grocery trips. An early exit means the spend window closes faster.

IGD's next quarterly survey in early 2026 will show whether the 36% figure firms up or softens.