IRI Details America’s Favorite Foods for the Super Bowl: Dips, Chips and Beer

Research Reveals Product Category Sales Most Impacted by the Big Game

CHICAGO–(BUSINESS WIRE)–IRI, a global leader in innovative solutions and services
for consumer, retail, media and over-the-counter health care companies,
today released data detailing the sales lift of various food, beverage
and consumer product categories that are most impacted by pre-game
preparations and shopping sprees for the Super Bowl. Key highlights

  • Don’t skip the dip: Dips and spreads experienced the most
    dramatic sales lift the week prior to the Super Bowl, as shelf-stable
    dips/dip mixes grew more than 45 percent, refrigerated dip sales
    increased 48 percent and refrigerated spreads were up 13 percent
    versus the week prior. In total, $54.8 million was spent on dips and
    spreads during the week leading up to the Super Bowl last year.
  • Give me a cold one: Beer is the number one product category by
    sales dollars, generating $583 million in sales the week prior to the
    NFL’s flagship event. It far outpaced liquor, which drove sales of
    $109 million.
  • Salty snacks reign supreme: With more than 196 million units
    sold, salty snacks constitute the leading category by units,
    generating $438 million in sales.
  • Cheese wins big: With $277 million in sales, natural cheese
    accounts for the majority of cheese sales during the week leading up
    to the Super Bowl. Still, cream cheese and processed cheese reap the
    biggest sales boost from the big game. Last year, these categories saw
    sales spikes of 30 percent and 19 percent, respectively, as a result
    of pre-game preparations. In comparison, natural cheese sales grew 10
  • Big game by the fire: Firewood or firestarter sales increased
    27 percent as Americans prepared to watch the Super Bowl; candles also
    performed well, with sales growth of more than 10 percent.

A full table of the findings can be found at

“IRI is constantly examining data in relation to special events, such as
the Super Bowl, to better understand and highlight their influence on
consumer shopping patterns,” said Susan Viamari, vice president of
Thought Leadership, IRI. “Unique insight into purchase behavior empowers
IRI’s clients to take action to reach the right customers at the right
time in order to grow their businesses.”

The study examined retail sales data for the week ending Feb. 1, 2015,
for categories with a minimum of $10 million in dollar sales and greater
than 10 percent change in dollar sales versus the prior week. The sales
figures include the total U.S. multi-outlet with convenience store
channel, which coverers supermarkets, drug stores, mass market
retailers, gas/convenience stores, military commissaries and selected
club and dollar retail chains; liquor stores are not included.

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IRI fundamentally believes that delivering differentiated growth for
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Rentrak, SPINS, Univision
and others.

About IRI

IRI is a leading provider of big data, predictive analytics and
forward-looking insights that help CPG, OTC health care organizations,
retailers and media companies to grow their businesses. With the largest
repository of purchase, media, social, causal and loyalty data, all
integrated on an on-demand, cloud-based technology platform, IRI helps
to guide its more than 5,000 clients around the world in their quests to
remain relentlessly relevant, capture market share, connect with
consumers and deliver market-leading growth. A confluence of major
external events—a revolution in consumer buying, big data coming into
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Shelley Hughes
+1 312.474.3675