Majority of fans plan to spend as much or more on NFL(R)
playoff and Super Bowl(R) game-day snacks as last
year despite tough economic times; dips and wings said to be party
MINNEAPOLIS, Jan 12, 2012 (BUSINESS WIRE) --With the NFL(R) playoffs in full swing and the Super Bowl(R)
fast approaching, the majority of football fans say they feel no guilt
about snacking down heartily as they watch their favorite teams try to
make it to the Super Bowl, according to the third annual SUPERVALU(R)
Snack Down Survey by Harris Interactive.
The majority of respondents readily acknowledge that few, if any, snacks
they eat during games would be considered healthy or good for them. The
survey also found that 54 percent of fans say they don't confine their
snacking to any special time but will eat throughout the game. Another
12 percent say they start snacking before the game as a warm-up, and 9
percent report that "I load up my plate at kickoff."
And what will these millions of fans be eating? Their favorites are dips
and spreads (32 percent) followed by chicken wings (23 percent), both up
slightly in popularity from last year. Tied for third place at 14
percent were pizza and salty snacks such as chips, peanuts, pretzels or
Nearly three-quarters of the fans say they plan to prepare and serve
food and snacks to others at their home during the run-up to the Super
Bowl and during the big game.
When asked what current or former NFL player they would most like to
have at their Super Bowl party, former San Francisco quarterback Joe
Montana topped a long wish list of NFL greats, followed by current
quarterbacks Tim Tebow of the Denver Broncos, Aaron Rodgers of the
Packers, Tom Brady of the Patriots, Peyton Manning of the Colts, and
former quarterbacks Terry Bradshaw, Brett Favre and Joe Namath. While 12
of the top 13 choices nationally were quarterbacks, Pro Football Hall of
Fame(R) wide receiver Jerry Rice was the sole non-quarterback
among the top picks. The region where people lived had a strong
influence on the fans' choices for favorite guest.
"As the most-watched televised event in the United States, the Super
Bowl has become a big occasion for people to gather together with family
and friends to enjoy the action and share food," said Blaine Bringhurst,
SUPERVALU's vice president of grocery. "Whether fans are looking for
some simple ideas to make their offerings healthier or want to spice up
their standard game-day fare, our family of stores can help them put
together a party menu their guests will remember."
Spending on the rise
Tough economic times aren't stopping fans from spending on their
favorite foods to watch their favorite teams. Seventy-six percent of the
fans say they have not changed their snack budgets from last year, while
7 percent plan to spend more.
Half of hosting fans will spend up to $100 or more on game-day fare,
while 38 percent will spend less than $50. As for where to buy their NFL
playoff and Super Bowl party foods, the vast majority, nearly 80
percent, say their local supermarket, followed by discount stores, mass
merchants or warehouse clubs (43 percent); restaurants, caterers,
gourmet food stores or delicatessens (6 percent); and convenience stores
As for game-day rituals, three-fourths of the fans say they have none,
but 16 percent say they wear the same lucky clothes each game; 7 percent
report watching games in the same place; 5 percent say they always eat
and drink the same thing on game day; and 3 percent avoid watching the
game with certain people (perhaps fans from the enemy team).
Fans listed a number of special food traditions associated with their
favorite teams, including Philly cheese steaks for Eagles(R)
fans; Chicago-style hot dogs or deep dish pizza for Bears(R)
fans; crab cakes for Baltimore Ravens(R) fans; clam chowder,
Boston baked beans or lobster for New England Patriots(R) fans;
and cheese, brats and beer for Packer(R) backers.
While fans from around the country generally stick to simple,
easy-to-prepare items, they also have used game-day viewing occasions to
experiment with unusual foods, including rattlesnake, fried alligator,
cow tongue tacos, fried turkey gizzards, Rocky Mountain oysters and
chocolate-covered ants. When considering the occasion, others cited
items they've eaten or served that aren't typical fare for the event,
such as apple slices, macaroni and cheese, and Chinese food.
After all that food is served, how important is the game for football
fans? Twenty-nine percent describe themselves as "the person shouting
and screaming at every play in the game," 23 percent consider themselves
"diehard" fans and 15 percent say they are "the 12th man on
the team." Another 16 percent say they only watch big games, and 17
percent say "I'm the party fan, drinks and snacks are my priority."
While there is strong regional support for the local team, topping the
list of national favorites are the Packers(R) (9 percent) and
the Cowboys(R) (9 percent), edging the Steelers(R) (8
percent), the team that ranked No. 1 last year. Other favorite teams
nationally included the Patriots(R) (6 percent), the Giants(R)
(6 percent) and the 49ers(R) (6 percent).
Snacking traditions vary by market
To better understand customer needs, SUPERVALU also took a closer look
at the snacking habits of people living in communities where its family
of stores are located. Local, market-specific Snack Down Survey
information is available for the following banner markets:
Baltimore/Washington, D.C. (Shoppers Food & Pharmacy); Boise, Idaho
(Albertsons); Boston (Shaw's/Star Market); Chicago (Jewel-Osco);
Minneapolis/St. Paul (Cub Foods); Orange County/Los Angeles
(Albertsons); Philadelphia (Acme); St. Louis (Shop 'n Save); and San
About the Snack Down Survey
SUPERVALU created the Snack Down Survey to better understand football
fans' game-day snacking habits, and their plans for the NFL playoffs and
Super Bowl this year. The third annual Snack Down Survey was conducted
online in December 2011 by Harris Interactive among 25-plus-year-olds
who will have some level of involvement in the preparation of an NFL
playoff game or Super Bowl snack. In addition to a national sample of
1,005 respondents, the research featured samples in markets where
SUPERVALU's family of grocery stores are located. Following are the
local survey markets, the base sizes and the corresponding SUPERVALU
banner: Baltimore/Washington, D.C., 202, Shoppers Food & Pharmacy(R);
Boise, Idaho, 200, Albertsons(R); Boston, 202,
Shaw's/Star Market(TM); Chicago, 206, Jewel-Osco(R);
Minneapolis-St. Paul, 201, Cub(R) Foods; Orange
County/Los Angeles, 205, Albertsons; Philadelphia, 201, Acme(R);
San Diego, 205, Albertsons; and St. Louis, 204, Shop 'n Save(R).
About SUPERVALU INC.
SUPERVALU INC. is one of the largest companies in the U.S. grocery
channel with annual sales of approximately $37 billion. SUPERVALU serves
customers across the United States through a network of approximately
4,300 stores composed of 1,104 traditional retail stores, including 798
in-store pharmacies; 1,309 hard-discount stores, of which 922 are
operated by licensee owners; and 1,900 independent stores serviced
primarily by the company's traditional food distribution business.
SUPERVALU has approximately 135,000 employees. For more information
about SUPERVALU, visit www.supervalu.com.
Mike Siemienas, 952-828-4245
Carmichael Lynch Spong
Rachel McLennan, 212-653-0657