UK estimated to have spent nearly £350 million on takeaway as England beat Columbia

UK football fans drank an average of 15 bottles of beer on match day!

£350 million match day boost to the economy as England progressed

  • The vast majority (83%) will have watched the football at home, with fewer than 1 in 10 going to see England take on Columbia in a pub or restaurant.

  • Three-quarters of men will have drunk beer or cider during the game, while women prefer soft drinks.

A new survey by Shopmium revealed that World Cup match days saw a £350 million boost to the economy as football fans order in their food and beer! The survey showed that the majority of fans watched the matches at home with their family or friends and a quarter (25%) said they ordered takeaway pizza on match days and 65% drank beer or cider. This adds up to more than £50 per household[1] - or almost £350m[2] for the UK economy - per match day.

Male football fans saw the World Cup as an opportunity to watch top class sport with 38% unwilling to miss a single game. With 29% watching it on their own. For women on the other hand, it’s a social occasion. 74% say they watched the World Cup with family (versus 41% of men), while only 8% say they watched it alone.

1 in 3 use the World Cup as an excuse to order takeaway

The majority of fans use the World Cup as a chance to take a break from their diets and mealtime routines. 59% say they will eat differently on match days, with almost a third (30%) ordering takeaway meals and 15% buying ready meals so they can stay focussed on the games. The change in habits is confined to the home, however. Only 6% plan to go out to eat in a pub or restaurant.

Pizza is the UK’s favourite match day meal with 70% saying it will factor in their game day diet, with 55% also buying in snacks. Women plan to eat more healthily, with 44% ordering salad and/or sushi versus just 31% of men. As a result, women are less likely to order burgers and sandwiches (50% compared to 60% of men).

Beer is cemented as the male football fan’s drink of choice, with three in four (78%) saying they’ll drink lager, ale or cider during the game. Brits will buy an average of 15 cans or bottles per game though a significant minority (8%) will get through 30 or more. Of this group, a hardy 29% say this is the same or even less than usual!

Attitudes and interest

Women are twice as likely to give the World Cup a miss, with a third (33%) saying they’re not into football versus 14% of men. However, the remaining two thirds of women are just as keen to see their team play as male football fans: 47% say they’ll tune in when their favourites are in action (for men it’s 46%).

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