Beer sales are set to see a £66m uplift across major UK supermarkets during the 2024 European Championships this summer, according to predictions from retail data experts Reapp.

Using AI predictive analysis from the previous tournament held in 2021, sales of major beer brands are forecast to increase 17%, while shoppers are expected to purchase 6.7m more units between 14 June and 14 July at an average price of £9.77.

Frozen pizzas are also expected to sell 11% more units compared to 2021 during the football event, while crisps are forecast to sell an additional 1.2m units which could generate more than £2.2m sales value.

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Reapp commercial director James Lamplugh said: “It comes at no surprise that categories such as beer and snacking are set to see considerable growth this summer.”

“Inflation is a massive factor when comparing how shoppers behaved during the tournament in 2021, as well as more and more brands offering diverse product innovation to satisfy HFSS regulations to boost sales.”

It follows on from the FIFA Women’s World Cup last year, which saw supermarket till spend increase as food sales jumped 8.2% in the three months to 26 August, according to the British Retail Consortium.

For the final match alone, retailers were expected to earn around £463m in sales.