IRI Examines Super Bowl Sales

IRI has released data detailing the sales lift of various food, beverage and consumer product categories that are most impacted by pre-game preparations and shopping sprees for the Super Bowl. Dips, beer, salty snacks and cheese are among the America's favorite Super Bowl foods, according to the data. 

Dips and spreads experienced the most dramatic sales lift the week prior to the Super Bowl, as shelf-stable dips/dip mixes grew more than 45 percent, refrigerated dip sales increased 48 percent and refrigerated spreads were up 13 percent versus the week prior. In total, $54.8 million was spent on dips and spreads during the week leading up to the Super Bowl last year.

Beer is the No. 1 product category by sales dollars, generating $583 million in sales the week prior to the NFL’s flagship event. It far outpaced liquor, which drove sales of $109 million.

With more than 196 million units sold, salty snacks constitute the leading category by units, generating $438 million in sales. 

With $277 million in sales, natural cheese accounts for the majority of cheese sales during the week leading up to the Super Bowl. Still, cream cheese and processed cheese reap the biggest sales boost from the big game. Last year, these categories saw sales spikes of 30 percent and 19 percent, respectively, as a result of pre-game preparations. In comparison, natural cheese sales grew 10 percent.

Firewood or firestarter sales increased 27 percent as Americans prepared to watch the Super Bowl; candles also performed well, with sales growth of more than 10 percent.

“IRI is constantly examining data in relation to special events, such as the Super Bowl, to better understand and highlight their influence on consumer shopping patterns,” says Susan Viamari, vice president of Thought Leadership, IRI. “Unique insight into purchase behavior empowers IRI’s clients to take action to reach the right customers at the right time in order to grow their businesses.”

The study examined retail sales data for the week ending Feb. 1, 2015, for categories with a minimum of $10 million in dollar sales and greater than 10 percent change in dollar sales versus the prior week. The sales figures include the total U.S. multi-outlet with convenience store channel, which coverers supermarkets, drug stores, mass market retailers, gas/convenience stores, military commissaries and selected club and dollar retail chains; liquor stores are not included.