Retailers enjoy World Cup effect as barbecue products soar

With the weather hotting up and the Football World Cup in full swing, retailers and processors have benefited from increased sales of barbecue products.

Waitrose reported that sales of its speciality barbecue meat ranges are up 140% this week, compared to the same period last year, barbecue kebabs are also up 90% and the supermarket has sold 48% more free-range sausages.

Tesco also reported inflated barbecue sales prior to England’s inaugural World Cup match against Italy, with steak sales up 140% and sales of barbecue chicken packs up 60%. Sausages sales have also risen by 15% and marinades have increased by 20%.

Prior to the England-Italy match, a spokesperson for Tesco said: “We’ve brought in extra supplies to our depots to make sure stores can be stocked up for customers at the drop of a hat.

“Britain’s gardens will be alive with the sound of parties and the smell of sizzling food for the next three days at least.”

Burgers were the barbecue meat of choice for Morrisons’ shoppers prior to the match as the supermarket reported a 251% uplift in burger sales. A spokesperson commented: “It appears that burgers and beer are the number one choice for football fans wanting to enjoy all the action with a snack and a drink to get them through.”

Ben Coates, Eblex media officer, said: “The good weather obviously appeals to the barbecue-loving British public, and when coupled with the fact that large summer sporting events like the World Cup contribute to a spike in sales of barbecue meats, as families and friends get together to watch the games, it is clear to see why retailers saw increased sales last weekend.”

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