Walmart reveals soccer fans’ World Cup shopping habits

Data is starting to trickle in about how consumers’ shopping habits shifted during the World Cup.

A new study from Walmart shows how its soccer-watching consumers planned to grocery shop during the World Cup, from how much they would spend to what kind of snacks they would buy — and the company has seen some of these results validated over the course of the tournament.

About half of consumers who identified as soccer fans expected to increase grocery spending by at least 25% during major match weeks, Walmart found through surveys in June, according to its analytics arm Walmart Data Ventures. These surveys included 1,021 both casual and dedicated soccer fans who were members of the Walmart Customer Spark Community.

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