All over the country, during Euro 2024, the supermarkets had reduced the prices of beer and the snacks. This not only attracted more shoppers; this played a huge part of keeping grocery costs from rising any more.

Instead of hurrying to the fan zones or pubs, football fans were willing to buy their favorite drinks and snacks from supermarkets. The action was to the advantage of fans and to the supermarkets.

Supermarkets want ways of attracting customers to their stores to shop with them during major events like Euro 2024. One of the most effective ways supermarkets can use is reducing the prices of commodities temporarily, so as to trigger customers into purchasing more from their stores.

Kantar Worldpanel provides an in-depth look at supermarket prices and trends. Its most recent report shows that the cost of groceries rose by just 1.6% in the four weeks to July 7, easing slightly from a 2.1% rise.

A notable feature of this easing of grocery price inflation is that it represents 17 months of a deceleration of price increases in grocery prices. Actually, that is the smallest rise since September 2021.

For example, in other factors of product categories, according to the most recent data from Kantar: prices for vitamins, chilled fruit juices, toilet rolls, butter, and dog food are either flat or down.

Supermarkets promoted most common items, such as beers and snacks, during Euro 2024. This intensified competitions in all supermarkets across the country.

More people visited supermarkets in comparison to the weeks of last year. Football fans were boarding up for the game days, especially those fans whose favorite teams are England and Scotland.

Fraser McKevitt, Head of Retail and Consumer Insight, Kantar said: ” While England’s football team didn’t quite continue the good run of ’66, there were still reasons to celebrate. On the day of each of their matches, it was, on average, 13% higher than the same day the week before. Similarly, sales of crisps and snacks were up 5% on these days.”

Interestingly, some consumers decided to be moderate, mainly when the games were during the week; therefore, the second highest sales hike was of nonalcoholic and low alcohol beer in the country. During the match days, which happened when there were school nights, these were 38% better.
Traditionally it has been the story that promotional offers do increase sales, but in this case, were the sales increase was that sky-high, it made the inflation stay low. These trends have been observed in other peak sales seasons like Christmas as well when there are discounts and special offers.

More detail on the impact of the Euro 2024 beer sales figures on overall grocery prices is expected shortly in any case. This is set to include the interval by which June official inflation statistics should also be published and round up overall economic data.