United Kingdom (UK) World Cup Retail Market – Analyzing Trends, Consumer Attitudes and Major Players, 2026

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Published: August 27, 2026 Report Code: GDRT260026OC-ST

Report Overview
Key Players
Table of Contents
Table
Figures

The World Cup 2026 report forms part of GlobalData's Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of UK consumers during the World Cup 2026. The report analyses the market, the main trends, and consumer attitudes

Both viewership and positive sentiment toward the event rose in 2026 versus 2022, translating into higher participation and stronger purchase intent for occasion‑related items. The 2026 World Cup also showed a greater shift toward at‑home celebrations, partly driven by later kick‑off times, leading to increased purchasing of food and drink, decorations, and dress‑up merchandise.

Key Highlights

World Cup viewing penetration rose on 2022

Later kick-off times in 2026 contributed to more home viewing

Alcoholic drinks were a popular purchase among World Cup food & drink shoppers

Reasons to Buy

Identify the key retailers used by consumers to purchase products for the World Cup across various categories, and what drives consumers to shop with these retailers

Understand the most appealing categories shopped for for the World Cup by consumers in 2026

Understand which channels are the most popular among consumers when shopping for products for the World Cup

Adidas
Aldi
Amazon
AO
Argos
ASDA
ASOS
B&M
Boots
Co-op
Currys
eBuyer
Etsy
H&M
Iceland
IKEA
JD Sports
John Lewis & Partners
Lidl
Marks & Spencer
Morrisons
Next
Nike
Oliver Bonas
Primark
Sainsbury's
Screwfix
Shein
Sports Direct
Temu
Tesco
The White Company
TK Maxx
Very
Waitrose & Partners
Zara
Zara Home

Trend insight – stores

Trend insight – online

CONSUMER ATTITUDES

Buying dynamics

World Cup viewing penetration

World Cup shopper penetration

World Cup shopper profile

World Cup retail shopper penetration

World Cup leisure shopper penetration

Financial wellbeing

Financing occasion spending

World Cup spending on retail and leisure

World Cup activities

Meal choices

Takeaway cuisines

Dining in choices

World Cup statements

Retailer promotions

Retailer ratings – grocers

Retailer ratings – non-food retailers

FOOD & DRINK

Buying dynamics

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Spending

Buying dynamics

Planned/impulse purchases

CLOTHING & MERCHANDISE

Buying dynamics

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Spending

Buying dynamics

Planned/impulse purchases

DECORATIONS & ITEMS FOR EVENTS AT HOME

Buying dynamics

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Buying dynamics

Planned/impulse purchases

METHODOLOGY

Technical details: consumer survey work

Table

Retailer ratings across key measures – grocers, 2026

Retailer ratings across key measures – non-food retailers, 2026

Percentage point change – top 10 retailers shopped at for World Cup food & drink, 2022 & 2026

Items purchased, treats, 2025 & 2026

Products purchased, alcoholic drinks, 2022 & 2026

Products purchased, meat & meat-free alternatives, 2022 & 2026

Products purchased, non-alcoholic drinks, 2022 & 2026

Products purchased, bakery, desserts & puddings, 2022 & 2026

Products purchased, frozen foods, 2026

Products purchased, fruit & vegetables, 2022 & 2026

Products purchased, fish, 2022 & 2026

Products purchased, ready meals, 2022 & 2026

Products purchased, delicatessen products, 2022 & 2026

Categories bought on impulse by food & drink shoppers (%), 2022 & 2026

Percentage point change – top 10 retailers shopped at for clothing & merchandise, 2022 & 2026

Products purchased, clothing & footwear, 2022 & 2026

Retailers used, clothing & footwear, 2022 & 2026

Products purchased, merchandise, 2022 & 2026

Retailers used, merchandise, 2022 & 2026

Categories bought on impulse by clothing & merchandise shoppers (%), 2022 & 2026

Percentage point change – top 10 retailers shopped at for decorations & items for events at home, 2025 to 2026

Products purchased, items for events at home, 2022 & 2026

Retailers used, items for events at home, 2022 & 2026

Products purchased, electricals, 2022 & 2026

Retailers used, electricals, 2022 & 2026

Products purchased, decorations, 2022 & 2026

Retailers used, decorations, 2022 & 2026

Categories bought on impulse by decorations & items for events at home shoppers (%), 2022 & 2026

Figures

World Cup viewing penetration, 2022 & 2026

World Cup shopper penetration, 2026

World Cup shopper profile, 2026

World Cup retail shopper penetration, 2026

World Cup leisure shopper penetration, 2026

Financial wellbeing compared to 2022, 2026

How consumers financed the World Cup spending compared to 2022, 2026

How consumers split World Cup spending between retail & leisure, 2026

World Cup activities, 2026

World Cup takeaway cuisines, 2025 & 2026

World Cup dining out choices, 2022 & 2026

Agreement and disagreement with statements about World Cup 2026, and change on 2022

Which retailer did the best job of promoting or communicating deals for World Cup 2026

What’s driving retailer selection – summary, 2026

Food & drink penetration, 2024, 2022 & 2026

Retailers shopped at for food & drink, 2022 & 2026

What’s driving retailer selection among food & drink shoppers 2026, and change on 2022

Consumers using each channel for food & drink, 2022 & 2026

Consumers using each store type for food & drink, 2022 & 2026

Consumers using each device for food & drink purchases, 2022 & 2026

Consumers using each fulfilment option for food & drink, 2022 & 2026

World Cup food & drink average spend by retailer 2026

Treats penetration, 2026 (by demographic) and 2022 penetration

Alcoholic beverages penetration, 2026 (by demographic) and 2022 penetration

Meat & meat-free alternatives penetration, 2026 (by demographic) and 2022 penetration

Non-alcoholic drinks penetration, 2026 (by demographic) and 2022 penetration

Bakery, desserts & puddings penetration, 2026 (by demographic) and 2022 penetration

Frozen foods penetration, 2026 (by demographic) and 2022 penetration

Fruit & vegetables penetration, 2026 (by demographic) and 2022 penetration

Fish penetration, 2026 (by demographic) and 2022 penetration

Ready meals & meal deals products penetration, 2026 (by demographic) and 2022 penetration

Delicatessen products penetration, 2026 (by demographic) and 2022 penetration

Planned/impulse purchases, food & drink, 2026

Clothing & merchandise overall penetration, 2024, 2022 & 2026

Retailers shopped at for clothing & merchandise, 2022 & 2026

What’s driving retailer selection among clothing & merchandise shoppers 2026, and change on 2022

Consumers using each channel for clothing & merchandise, 2022 & 2026

Consumers using each physical store type for clothing & merchandise, 2022 & 2026

Consumers using each device for clothing & merchandise, 2022 & 2026

Consumers using each fulfilment option for clothing & merchandise, 2022 & 2026

World Cup clothing & merchandise average spend 2026

Clothing & footwear penetration, 2026 (by demographic) and 2022 penetration

Merchandise penetration, 2026 (by demographic) and 2022 penetration

Planned/impulse purchases, clothing & merchandise, 2026

Decorations & items for events at home overall penetration, 2022 & 2026

Retailers shopped at for decorations & items for events at home , 2022 & 2026

What’s driving retailer selection among decorations & items for events at home shoppers 2026, and change on 2022

Consumers using each channel for decorations & items for events at home, 2022 & 2026

Consumers using each physical store type for decorations & items for events at home, 2022 & 2026

Consumers using each device for decorations & items for events at home, 2022 & 2026

Consumers using each fulfilment option for decorations & items for events at home, 2022 & 2026

World Cup decorations & items for events at home average spend by retailer 2026

Items for events at home penetration, 2026 (by demographic) and 2022 penetration

Electricals penetration, 2026 (by demographic) and 2022 penetration

Decorations penetration, 2026 (by demographic) and 2022 penetration

Planned/impulse purchases, decorations & items for events at home, 2026

United Kingdom (UK) World Cup Retail Market – Analyzing Trends, Consumer Attitudes and Major Players, 2026 standard reports

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United Kingdom (UK) World Cup Retail Market – Analyzing Trends, Consumer Attitudes and Major Players, 2026

Key Highlights

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