Italians will spend an estimated €145 million more on food and drinks if the national football team reaches the Euro 2016 final.
This is according to research conducted by retailer and cooperative Coop, based on a study from Istat and Information Resources. The study draws on analysis from 2012, when a similar phenomenon occurred when Italy reached the Euro 2012 final in Ukraine.
Supermarkets alone would generate additional sales of €69 million, up 8 per cent on the average consumption of the period, should the national team reach the final.
In case of an early exit, however, the additional sales would drop by 50 per cent, reaching +4 per cent. Of the extra consumption, 27 per cent will be spent on beer, 23 per cent on ice cream, 9 per cent for meats, fizzy drinks and mozzarella.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.
