UK retailers are set for a sales boost, with 36 per cent of adults planning to spend more on food and groceries, according to IGD shopper research.

This is an increase from the 23 per cent which was reported during the 2022 World Cup, which happened in November and December.

The research found that there will be stronger engagement with event-led food and drink social occasions over the World Cup tournament.

Almost four in ten shoppers (39 per cent) said they would spend more if their team performed well, an increase from 26 per cent in 2022.

The figures showed that the majority of the World Cup viewing is set to take place at home, which will increase grocery purchases, with 81 per cent of shoppers planning to watch matches at home.

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The research also found that the amount of out-of-home viewing is still significant among younger and more affluent groups, with 35 per cent planning to watch matches in pubs and bars.

Annie McGoff, shopper analyst at IGD, said: “Our findings reinforce the need for retailers and suppliers to prepare for eventualities and respond in real time as the tournament progresses, aligning promotions and messaging to key moments.”

Shoppers are set to spend cautiously with the ongoing cost pressures, with retail promotions having a major effect on purchases.

The data found that almost half (46 per cent) of shoppers will be looking out for promotions when making World Cup-driven food and grocery purchases.

McGoff added: “Value communication, price cues, and bundled offers will be critical for converting intent into spend.”