The run-up to the first matches of the 2026 World Cup will increase the flow of consumers in stores in the country by up to 18.8%, projects a study by the market intelligence company Scanntech, sent exclusively to InfoMoney. This time, new categories such as lower-calorie and alcohol-free drinks are becoming a trend and should occupy an important space in carts.
Data from the study indicate that the effect of the Brazilian debut in retail should be driven by the natural dynamics of weekend shopping: the departure is scheduled for June 13th, a Saturday. While the commercial impact on weekday games tends to be compressed, both the day before and the day after matches played on Saturday record greater variation in traffic.
The research considered purchasing behavior during the four most important football tournaments in recent years: the 2022 World Cup, the 2025 Club World Cup, the Intercontinental Tournament and the Copa Libertadores — the last two, annual.
Continues after advertising
On average, there was an average increase of 18.8% in store traffic on the Fridays before games held on Saturdays when compared to the averages on those same days in the previous 12 weeks.
It turns out that consumers anticipate their purchases the day before so as not to miss a minute of the matches. In addition to the increase in total traffic, the peak of consumers in stores on the eve of the match is 6.7% higher than the average recorded on the same days in previous weeks, compared to 3.7% on the day of the event itself.
The average purchase ticket for categories related to the event increased from R$44.55 to R$55.44 the previous day, an increase of 24.4%, shows the study. Although when compared to full days, the day before attracts more consumers to stores, the flow projected for exactly two hours before the Brazilian team’s games is 19.1% more than the same time in previous weeks
Estimated flow in stores for game days in Brazil
| Growth the day before* | Growth two hours before departure* | Growth the next day* | |
| Brazil x Morocco | 18,8% | 19,1% | 9,9% |
| Brazil x Haiti | 8,7% | 19,1% | 4% |
| Brazil x Scotland | 1,9% | 19,1% | 3% |
*Growth compares the same dates and times in the previous 12 weeks
It only considers the flow up to two hours before kickoff. After that, there is a sharp drop in indicators related to the study’s focus categories — items more related to consumption behavior during the event.
To give you an idea, in the 2022 World Cup tickets grew 69.2% two hours before the event and fell 61.3% during the match.
Continues after advertising
Among the items in the cart evaluated by Scanntech are products such as barbecue grills, meats, snacks and drinks (alcoholic or not), which registered growth of up to 200% in the championships analyzed. The demand for barbecue grills, for example, grew 227%.
In addition to classic items from get-togethers to support Brazil, such as cuts of meat, snacks, cheeses, sausages and drinks, ice, draft beer and beer, other items should become part of the cart for football games. Or, at least, different versions of traditional products.
From March 2025 to February 2026, consumption in liters of sugar-free soft drinks grew 42%; the zero alcohol beer was 27%; Low beers added 86% of liters consumed in the period. The combination described as “healthiness, performance and balance” is one of three trends highlighted by Scanntech for the 2026 World Cup. Moments of connection and digital consumption and streaming platforms are the other two.
