2024-01-09 10:49:40
A London, in 2012, consumer products, food and non-food, experienced a peak in sales during the summer in all distribution channels, convenience stores and supermarkets alike. Should we conclude that the Olympic Games are conducive to purchases of snack products, sodas and beers?
Be careful not to misdiagnose, warns Emily Mayer, “Business Insights” director at Circana, a group specializing in studies for the distribution sector. “It is complicated to disentangle the Olympics effect from the weather effectexplains the expert. Indeed, the weather was exceptionally good that summer in London, and food products are very sensitive to the weather. »
Beers, sodas and ice creams sell better when temperatures rise. This may explain, more than the Olympic events, why other products, such as insecticides or dressings, also saw their sales soar that summer.
For meme Mayer, it is therefore appropriate to moderate enthusiasm. The Olympics will certainly give a boost to consumption, but “in a limited time manner, and especially visible in Paris”. “The impact is not likely to disrupt the consumption profile in 2024”she insists.
Location, key to success
The winners will be the stores located near the Olympic venues, which should sell many more drinks or snacks than usual. During the 2023 Rugby World Cup, sales of beer and sodas increased by 1.8%, those of aperitif products by 1.6%. “It’s not huge, but France was eliminated before the quarter-finals”details Mme Mayer. Which allows us to emphasize that, just as much as the weather, “the performances of French athletes are decisive in the impact on consumption”.
Sales should also increase for businesses “located in areas with a high density of tourist accommodation” – at the foot of hotels or in areas full of seasonal rentals. Customers should flock to breakfast products, even snacks, and hygiene products.
Restaurateurs can rub their hands. “People will consume outside their homes, predicts François Blouin, president of Food Service Vision, a research company specializing in the catering sector. The Games represent around 13 million meals and 23,000 jobs in catering. »
But, once more, as in real estate, the key to success will be location. “There will certainly be a negative effect on certain catchment areas”, admits Mr. Blouin. According to him, however, for the entire sector, “the key word is “uncertainty”” : taking into account traffic constraints, “the real question will be to manage to have it delivered on time”he warns.
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