FOOTBALL AND CONSUMPTION: IF ITALY GETS TO THE FINALS AT EUROPE 2016, IT MEANS 145 MILLION EUROS MORE IN FOOD & BEVERAGES, ESPECIALLY BEER, ICE CREAM, COLD CUTS, DRINKS AND MOZZARELLE, SAID IRI, INFORMATION RESOURCES FOR COOP ITALY

Not just football fans are rooting for Italy at the Uefa Euro 2016, which kicked off with Lyon against Belgium, but also food & beverage producers, because there are 145 million euros on the table, which is the economic impact that the sporting event could generate in consumption considering sales in major Italian food markets. Supermarkets alone will generate additional sales for 69 million euros, an 8% increase on the average consumption of the period - provided Italy reaches the finals. In the case the Italian team, Azzurri, exits the tournament early, the estimated target will not be achieved, the impact will slow down immediately and additional sales would be a good 50% lower, reaching only 4% over the same period the previous year adding to the turnover of about 900 million euros these markets already generate.
These are the estimates from IRI - Information Resources of Coop Italy, the leader of big supermarket chains in Italy, based on data recorded in the 2012 edition of the European Games, when the final game was played between Poland and Ukraine, and Italy was defeated in the finals in Kiev by Spain.

Therefore, hoping Conte's team reaches the finals and maybe a different outcome, according to the analysis additional consumption will be spent 27% on beer, 23% on ice cream, 9% respectively for cold cuts, carbonated drinks and mozzarellas.

Spread out on sofas, forced to eat a mass media diet, traditionalists but inclined to the new health trends, Italians will consume more frankfurters, but chicken and turkey will replace, at least in part, the higher-calorie of pork products, and 102% in sales for the period.

Of the 18.6 million euros more spent on beers, the blondes and the below 6 percent alcohol content cover 86%. As far as ice cream goes, sales are divided mainly between multi packs (51%) and cartons (43%). Colas account for 46%, while 13% goes to non-traditional carbonated beverages. The cold cuts category is divided among roast meats 28%, prosciutto 24% and bresaola 19%.

“Tonight, like everyone else, we will root for our National team at Euro 2016”, observed Stefano Bassi, President of ANCC-Coop, “certainly because Italy and Italians need a victory and also because this could be an excellent opportunity to give new impetus to sales, which have been a bit in trouble lately”.