CPG

What's In Game-Day Shopping Baskets (and How Much More It Will Cost)

Prices for Big Game go-tos will be 5.4% higher on average this year, Datasembly finds
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With the Super Bowl mere days away and more Americans planning to host a Big Game gathering this year, grocery retailers and CPG companies alike are hustling to meet consumers’ appetite for celebration and seize the snacking-centric moment. Here’s a look at how shoppers’ grocery baskets are shaping up in a heated inflationary environment ahead of game day.

5.4%: How much more the average Super Bowl celebration will cost in 2022 vs. a year ago, according to new data from Datasembly. Frozen wings and national-brand potato chips are among the items that have seen the biggest price hikes since 2021 (with prices for both up more than 10% year over year).

Datasembly created a hypothetical Super Bowl basket exclusively for Winsight Grocery Business and filled it with 30 popular Big Game go-tos, including Tostitos tortilla chips, Lay’s potato chips, Frank’s RedHot Original Frozen Chicken Wings, DiGiorno frozen cheese pizza, 12-packs of Pepsi and Coke, and a six-pack of Bud Light. Items were priced at 10,375 Albertsons, Kroger, Target and Walmart locations across the country. The results? Beyond that 5.4% average Super Bowl basket inflation nationwide, football fans in Vermont, Minnesota and Oklahoma will see the biggest price hikes for Big Game fare. Party hosts in Texas and Louisiana will fare better, with prices on popular items up less than 4% on average.

72%: Percent of adults planning to buy their Super Bowl snacks at a grocery store this year, up 5% year over year, according to Frito-Lay North America’s fifth annual Frito-Lay U.S. Snack Index. Eight percent said they’re planning to order snacks online for delivery, and 7% said they plan to buy their Super Bowl essentials from a convenience store.

17%: Percent of the 2,210 adults that Frito-Lay surveyed who said they’re planning to host a Super Bowl gathering this year, up from 7% last year.

65%: Share of Super-Bowl-watching adults surveyed by The Harris Poll for Instacart who somewhat or strongly agreed that boneless chicken wings are glorified chicken nuggets.

99%: Share of those who plan to eat chips as part of their Big Game festivities, with tortilla chips (76%) edging out potato chips (70%) among chip preferences, according to Instacart’s Snacktime Report.

43%: Percent of those surveyed by Kroger’s 84.51° data and media company who said they’ll be serving up homemade appetizers at their Big Game gathering. A somewhat smaller share indicated convenience is king: 35% said they’ll serve premade varieties.

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