What World Cup 2026 means for British grocery brands, pubs and food delivery services

Key Findings:

• World Cup 2026 viewing is expected to be largely home-based in Great Britain, with 52% of viewers planning to watch home nation matches at home with family and 60% saying late kick-offs make them more likely to stay in.
• Grocery brands appear better positioned than food delivery services, as 26% of viewers expect to prepare food and snacks at home compared with just 14% who plan to order delivery.
• Pubs and bars may see more modest tournament-driven footfall, with only 8% expecting to primarily watch matches there and 25% saying they will visit pubs less during the World Cup.
• Younger adults are the most engaged audience, with around a quarter of 18–24 (26%) and 25-34-year-olds (25%) expecting to watch more matches live despite the late-night kick-off times.
• World Cup-themed promotions generate limited interest, late-night food and grocery delivery deals after 9pm appeal to 21% of viewers, while 53% find them unappealing.

The FIFA World Cup 2026 in Canada, Mexico and the U.S. is set to create a different viewing environment for British fans compared with recent major football tournaments. With many matches, including potential home nation fixtures, scheduled for nighttime kick-offs, the tournament may influence not only how people watch football but also where and how they buy during the competition.

New YouGov research suggests the tournament is likely to be a more home-based viewing experience, with potential implications for retailers, grocery brands, food delivery services and hospitality operators.

How many Britons intend to watch World Cup 2026 and will they watch matches live?

More than half of Britons (56%) expect to watch at least some World Cup matches, with 28% planning to watch mainly home nation fixtures or key games.

Compared with previous major football tournaments, 35% expect to watch fewer matches live, while 15% expect to watch more. Another 38% think they’ll watch a similar number of matches.

The decline is most evident among older age groups. Roughly two-fifths of adults aged 55+ (40%) expect to watch fewer matches live, compared with 21% of 18–24-year-olds.

Younger adults are the most likely to say they will watch more matches live. Around a quarter of 18–24-year-olds (26%) and 25–34-year-olds (25%) expect their live viewing to increase.

Where will Britons watch World Cup 2026 matches?

Among those likely to watch the tournament, home remains the dominant location for viewing home nation matches.

More than half (52%) expect to watch mainly at home with household members or family, while 26% expect to watch alone at home.

Around 8% say they will primarily watch home nation matches in pubs or bars, and 6% expect to watch at home with friends or at hosted gatherings.

Younger adults are more likely to watch socially. Among 18–24-year-olds, 16% expect to watch mainly in pubs or bars and 13% at home gatherings with friends.

Kick-off times appear likely to reinforce home-based viewing.

Three in five viewers (60%) say the later starts to matches make them more likely to stay at home rather than watching games out of home. This includes 46% who say they are much more likely to stay in and 14% who are slightly more likely.

Only 4% say the later kick-offs make them more likely to go out to watch matches.

Will World Cup 2026 boost grocery sales more than food delivery?

When asked how the tournament timing might affect specific activities compared to previous tournaments, viewers are more likely to say they will prepare food and drinks at home (26%) than increase their use of food delivery services (14%).

Similarly, 18% say they are more likely to buy alcohol for home consumption, while 10% expect to purchase more low- and no-alcohol drinks for home use.

The findings also point to a decline in outdoor entertaining. While 11% say they are more likely to have a barbecue, twice as many (22%) say they are less likely to do so.

Taken together, the results suggest that later kick-offs may not generate the same boost to takeaway and delivery providers.

Are people less likely to Watch World Cup 2026 in pubs and bars?

The research also indicates a potential reduction in out-of-home viewing.

A quarter of viewers (25%) completely agree they will go to pubs or bars less during the tournament, while 22% say they will order fewer takeaways.

More broadly, many viewers do not expect the tournament to increase their spending. Nearly half (47%) say they are not going to drink more alcohol, while 33% say they are not going to order more groceries to stock up for matches.

Several practical factors may be influencing these expectations. More than two-fifths (44%) completely agree that late kick-off times make going out less appealing. More than a third (36%) cite concerns about fatigue the next day, while 33% point to reduced public transport availability.

Cost is also a consideration. Around 32% completely agree that watching matches out of home could become too expensive given the amount of time they may spend at a venue.

Concerns about antisocial behaviour are present as well, with 28% completely agreeing they are concerned about behaviour after late matches, compared with 18% who disagree.

World Cup promotions generate limited consumer interest

Potential World Cup promotions receive a mixed response from viewers.

Late-night food and grocery delivery deals after 9pm appeal to 21% of viewers, while 53% find them unappealing.

Half-time food and grocery offers perform similarly, appealing to 20% and unappealing to 51%.

Pre-match grocery bundles appeal to 20% of viewers, while 48% do not find them appealing. Next-day breakfast or recovery offers perform least strongly, appealing to 17% and not appealing to 56%.

What World Cup 2026 means for retailers, grocers and hospitality brands

World Cup 2026 viewing in Britain is likely to be more home-centred than previous major tournaments, with later kick-off times encouraging more at-home viewing and fewer trips to pubs and bars.

This could shift spending towards grocery and at-home food and drink occasions, while the limited appeal of tournament-themed delivery promotions suggests only modest opportunities for additional demand.

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online between 10-11 June 2026, with a nationally representative sample of 2,057 adults (aged 18+ years) in Great Britain, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region and social grade to be representative of all adults in Great Britain (18 years or older) and reflect the latest ONS population estimates.

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