The 2026 FIFA World Cup is expected to provide a significant boost to consumer spending in Germany, particularly across the retail and grocery sectors, according to a new study conducted by the Initiative for Digital Retail Communication (IDH), led by Bonial, Marktguru and Shopfully.
With two-thirds of German consumers planning to watch World Cup matches, more than 80% of fans say they intend to make special purchases related to the tournament. Beverages, snacks and food products are expected to see the highest demand.
Patrick Dainese, Managing Director of Marktguru, said consumers are excited about the tournament but remain mindful of their spending habits.
“As the tournament approaches, we see that consumers are enthusiastic but still acting rationally. Since the football experience will mainly take place in people’s homes, this creates a valuable opportunity for food retailers to attract customers.”
Food and Drinks Lead Spending Plans
According to the research, beverages (37%), sweet and savory snacks (32%), and barbecue products (31%) top the list of planned purchases among fans.
Larger-ticket items such as televisions or projectors are far less popular, with only 3% of respondents considering such purchases. Meanwhile, 10% plan to buy fan merchandise and 11% intend to purchase decorations.
Retailers are supporting the World Cup shopping wave through extensive marketing campaigns, particularly via digital leaflets (31%), printed brochures (25%), and apps or websites (15%).
The study found that consumers are noticing these efforts. Around 61% said they had seen World Cup-related promotions, while 27% considered them more appealing than traditional advertising.
Online Retail Also Set to Benefit
E-commerce is expected to receive a boost from tournament-related promotions, with 31% of consumers actively searching for discounts in online stores.
However, economic pressures continue to influence purchasing decisions. Nearly 46% of respondents said they do not currently plan to make any specific World Cup-related purchases. Among those who do, 38% said discounts would influence their food and beverage purchases, while 36% plan to stock up in advance.
The unusual match kick-off times resulting from the tournament being hosted in North America are also expected to shape spending habits. Consumers anticipate increased purchases of alcoholic beverages (35%), soft drinks (23%), and coffee or tea products (21%).
Fans Prefer Watching from Home
The study highlights a strong preference for home viewing, with 85% of respondents planning to watch World Cup matches from home.
Among them, 54% expect to watch with family members or partners, while 24% plan to watch with friends.
Public viewing events attract 13% of respondents, while bars and pubs account for 11%.
Optimism surrounding the German national team remains high. Approximately 70% of respondents are confident about Germany’s performance, while 13% believe the team can go all the way and win the tournament.
Not Everyone Is Interested
Around 35% of respondents said they do not plan to watch any World Cup matches. Of this group, 56% cited a lack of interest in football, 24% pointed to the commercialization of the tournament, and 19% referenced past FIFA-related scandals.
When asked how they perceive the World Cup, 40% described it primarily as a sporting event, 27% viewed it as background entertainment, and 16% considered it a social occasion.
Economic Opportunity Beyond Football
The findings suggest that the 2026 FIFA World Cup will have a meaningful economic impact in Germany, extending beyond the pitch. With millions of fans expected to gather at home to watch matches, retailers—especially in the food, beverage and online commerce sectors—are well positioned to benefit from increased consumer activity throughout the tournament.