US Superbowl 2021 set to fuel annual snacking bonanaza

View of the Hard Rock Stadium, located in Miami Gardens, Florida, which hosted the Superbowl LIV 54 on February 2, 2020.

One of the major snacking events of the year, the US Superbowl being staged today, has been forecast to drive major sector sales revenues, as consumers stay home amid the ongoing pandemic, writes Neill Barston.

According to research from PepsiCo, 86% of Americans will be stocking up on traditional indulgent game treats including tortilla chips, chicken wings and beer, this year’s event between Tom Brady’s Tampa Bay Buccaneers, and Kansas City Chiefs, is expected to be viewed by more than 100 million in its home nation alone, with a growing fanbase around the world.

The research indicated that a total of 36%. of people are expected to be more likely to try new snacks and recipes this year, with 77% plan to get creative with new food/snack or beverage/mixology recipes.

To mark the occasion PepsiCo, which produces a number of well established brands including Lays crisps, Cheetos and Walkers, has produced its own snacks guide for everyone taking in the big game today. As the company explained Super Bowl LV is different than most years, meaning that many are turning to fun kitchen creations to make it special while at home.

In an effort to spread some cheer in challenging times, the business suggests some fun recipes with other snacks lying around the house. Perhaps some mac-n-cheese balls – but make them spicy with Cheetos Flamin Hot. Or, a new twist on the margarita – with MTN DEW Major Melon.

Furthermore, studies from QuestionPro cited the Superbowl as the second biggest holiday event in the US, which in 2017 saw shoppers spend a total of $502 million on crisps, $80 million on chicken wings, and $100 million on meat-based snacks, and $81 on deli salads.


Last year’s Superbowl (pictured), reportedly attracted around 100 million TV viewers in the US, with around 50 million other viewers from around the world. As Confectionery Production has previously reported, the ongoing pandemic has resulted in a notable upturn in a wealth of snack and confectionery categories, as consumers have been attempting to handle lockdown conditions around the world.



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