CHICAGO – While Super Bowl gatherings will look different this year, it will still bring families and friends together to share game day snacks while watching Supermarket Perimeter’s hometown team, the Kansas City Chiefs, face off against the Tampa Bay Buccaneers.
This leaves retailers with plenty of opportunities to serve customers with what they’re looking for to watch the big game.
“Even amid the challenges of the COVID-19 pandemic, there are many ways that consumer packaged goods (CPG) manufacturers and retailers can cater to consumers and capitalize on the excitement of the biggest single-game sporting event of the year,” said Pete Conti, NielsenIQ’s senior vice president, North America, Intelligent Analytics Unit. “Meaningful promotions and product pricing are among the most effective ways to drive sales. Though promotions have been limited during the bulk of the pandemic, US retailers and manufacturers need to act now to create opportunities in our current environment, and to plan for the future.”
NielsenIQ pulled together suggestions to help retailers make the most out of Super Bowl LV:
Promote single-serve and disposable products - During Super Bowl week last year, salty snack sales totaled $630 million and grew 6.6% versus the previous Super Bowl. To help protect consumers while they’re consuming their favorite salty snacks amid a pandemic this year, manufacturers and retailers should consider promoting single-serve and disposable products. Variety packs of salty snacks saw a 13.5% increase in sales during the lead up to last year’s Super Bowl.
Promote surface wipes and cleaning supplies - Make the tedious ritual of disinfection fun by promoting Super Bowl-themed hand sanitizers and cleaning supplies, handily available around the snack table.
Tie your promotions across categories - Think about cross-promoting salty snacks with beer, cleaning wipes, and disposable paper products—all boxed together with a Super Bowl-themed face mask.
Promote healthier products – Help shoppers combat that ‘COVID-15’ weight gain and boost their immune systems by promoting products like avocados, a popular item during the Super Bowl last year (+34.2%), or multigrain (+6.5%) and vegetable-based salty snacks (+10.5%).
Think splurge items for insulated spenders – Promote premium products to help customers treat themselves while hosting smaller Super Bowl gatherings.