Super Bowl Fans Will Spend $17.3 Billion On Party Fare, Despite Rising Food Prices (2024)

We are days away from the 2024 Super Bowl, where the San Francisco 49ers face off agains the Kansas City Chiefs, the time-honored tradition of home parties filled with abundant food and drinks this year's festivities come with a twist. Consumers, brands and supermarket retailers must navigate the complex landscape shaped by fluctuating food prices and inflation.

Strolling through a variety of supermarkets over the past ten days in Southern California one difference became abundantly clear - there are a lot less signs and displays promoting foods and beverages for the big game. But that doesn’t indicate that we will party less, just differently. In fact, the National Retail Federation (NRF) predicts that Americans will spend $17.3 billion on food, drinks, apparel, party decorations and other categories on Super Bowl LVIII, about a billion dollars more than for last year’s big game.

Shoppers Are Cost-Conscious This Year

As food inflation continues to make headlines and impact household budgets, shoppers are becoming increasingly cost-conscious. According to analytics firm 84.51o, 43%’s purchases are heavily influenced by deals they find in their supermarket. Wells Fargo WFC analysts expect Super Bowl food spending to be strong as food inflation, according to the Federal Reserve Economic Data’s January release shows a modest rise for food consumed at home at just 1.3% over 2023 and food away from home rising as 5.3% over last year. Wells Fargo reports that in January 2024 fresh and frozen chicken wings are averaging $3.26 and $3.17 respectively per pound making it a great option, with fresh chicken wings down 5% and frozen wings down 11% - and would prove to be one of this year’s Super Bowl super food winners if the Taylor Swift “Wings & Crunch” phenomenon continues at the game and on social media. According to the National Chicken Council Americans are expected to consume 1.45 billion chicken wings during the Super Bowl weekend celebration, with or without Taylor Swift’s endorsem*nt.

Beef this year will cost more due to record low cattle herds which forced up record high retail prices. Sirloin steak retail prices for the four-week average in January was up just 2.3% to $9.35 a pound but the price of ground beef rose over the same period as high as $4.25 up nearly 12% over last year according to Wells Fargo. Fresh shrimp showed a decrease of 6.4% to an average of $8.84 per pound, but check out the frozen food case for a better deal, where prices could be as much as 30% or more lower. Most shrimp sold in the U.S. has been previously frozen anyway, so just taking the time to thaw them, or BBQ them is worth the price savings.

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One of the most expensive Super Bowl favorites is soft drinks, as a category, for 12 ounce cans, prices are up a whopping 57% and 2 liter bottles are up 33% since the beginning of COVID in 2020. A best bet is to make your own soft drinks like lemonade or offer your guests the heaviest option of water from a Britta or other type of filtered pitcher.

Datasembly, who collects hyper-local, real-time data from 200+ retailers (including Target TGT , Walmart WMT , Kroger KR ) and represents more than 150,000 stores reports that of the 14 most favorite Super Bowl foods there is a nationwide price increase of just 4.02% over last year - but let’s not forget that the 2023 prices for the same basket of foods were 13.7% more than in 2022.

Affordability And Equally Satisfying

This year we are seeing even more factors at play that will change the party planning and will force it to become more creative than just a bunch of guys sitting around a wide screen scarfing down chips, dips, subs and sandwich platters and beer. Instead of table-long spreads of meats, cheeses and snacks there's a noticeable shift towards more affordable, yet equally satisfying alternatives. Think gourmet-style sliders using less expensive cuts (and smaller portions) of meat, or inventive vegetarian dishes that offer both flavor and substance without breaking the bank.

And talking about the ‘guys” since Taylor Swift and Travis Kelce’s relationship has become public and she has been seen at his games, the NFL attained its highest regular-season female viewership since it started collecting data in 2000. Nielsen reports that females currently represent 46% of the Super Bowl audience. According to the NFL, viewership experienced a 53% spike among teenage girls, a 24% increase among women 18-24 and a 34% rise among women aged 35 and above, so in 2024, Nielsen’s numbers might be conservative at best. Expect this year’s Super Bowl parties to attract more females and it will be important to include their favorite foods including calcium rich foods like cheeses and yogurts, iron-rich foods including nuts and seeds, dried fruit, whole wheat breads. beans, lentils and chickpeas, dark leafy green vegetables, soy-based foods like tofu and don’t forget the fruit! Women over the age of 18 also rank pizza as one of their favorite foods, but think about pizzas with veggies and whole wheat or cauliflower crust.

Most Popular Foods

According to the retail analytics firm 84.51o’s January Consumer Digest, 66% of Americans are planning to celebrate Super Bowl this year, and here’s their most popular foods:

  • 73% are serving chips & dips
  • 52% are serving pizza
  • 45% are serving alcoholic beverages
  • 37% are serving fruits and vegetables
  • 37% are serving premade appetizers

Health and wellness continue to be significant trends, even in the context of Super Bowl celebrations. Party givers must now seek a balance between indulgent comfort foods and healthier options, reflecting the broader consumer desire for well-being that include catering to various dietary preferences and restrictions, such as gluten-free, keto, vegan and accommodating those whose diets have changed significantly with the rise of the new weight loss drugs and smaller portions.

Trillian Health’s 2023 Trends: Shaping the Health Economy Report shows that national spending for GLP-1 drugs like Ozempic(R) and Wegovy(R) totaled $10.7B in 2021 and prescription volume has increased 300% as of Q4 2022; accounting for 9 million scripts, and according to The New England Consulting Group the GLP-1 market will expand to 36 million users by 2030. So while they may be just a fraction of game watchers this year, expect to see significant changes in game day menus moving forward. Medical Marketing & Media magazine reports that there are three tentpoles for pharma advertising in 2024: live sports, daytime TV and news and that OTC brands found twice as much success advertising during NFL games, so it’s surprising to see the preliminary list of Super Bowl advertisers without a single Ozempic or Mounjaro ad.

The rising popularity of non-alcoholic beverages cannot be ignored, as more people seek healthier, inclusive alternatives. Among those 21 years and older who drink alcohol, CivicScience’s yearly tracking found that 25% said they successfully completed Dry January of those, 35% of Gen Z participated more than double the percentage of Americans 55 and older. Civic Science data also finds that 72% of that group plan on reducing their intake or cut out alcohol completely. From sophisticated mocktails to artisanal sodas, the non-alcoholic segment will certainly have a presence at this year’s Super Bowl gatherings.

Brands love the power of the Super Bowl, and TUMS is no exception as they try to cash in on our food indulgences. During Usher’s halftime performance, in partnership with GoPuff they will deliver a free 60 count bottle of TUMS Chewy Bites to your door, while supplies last of course.

Enjoy the game...and the food!

Super Bowl Fans Will Spend $17.3 Billion On Party Fare, Despite Rising Food Prices (2024)

FAQs

How much do people spend on Super Bowl party? ›

A new survey says we're going to spend a lot of money on those parties this year. The new survey from RetailMeNot says the average amount being spent will come in at $189 this year, up from $125 last year. Most of the spending will, of course, be on food and drinks.

How much did Americans spend on Super Bowl food? ›

Spending on food, drinks, decorations, apparel and other goods could total $17.3 billion, the National Retail Federation says.

What was the cheapest ticket for Super Bowl 2024? ›

The service put the lowest-priced tickets at $8,333 on Sunday. How much is a suite for the 2024 Super Bowl? CBSSports.com reports that a 20-person suite at this year's game would have run you a cool $1.8 million, including the cost of tickets as well as food and alcoholic beverages.

What are the 5 most popular Super Bowl foods? ›

Super Bowl Food: What is the most popular for parties?
  • #8- Meatballs. ...
  • #7- Pigs in a blanket. ...
  • #6- Veggie tray. ...
  • #5- Deviled Eggs. ...
  • #4- Sliders. ...
  • #3- Nachos. ...
  • #2- Pizza. ...
  • #1- Wings. According to the National Chicken Council, 1.45 billion chicken wings are expected to be consumed for Super Bowl Sunday.
Feb 11, 2024

What is the number 1 Super Bowl food? ›

"But what are people ordering for their Super Bowl watch parties?" is a question you may ask yourself because you're looking to create a game day menu. The three most popular Super Bowl dishes people order are pizza, chicken wings, and chips with dips.

What is the most consumed food at the Super Bowl? ›

Don't Be Chicken

Chicken wings are the food of choice. According to the National Chicken Council — yes, there is a National Chicken Council — Americans consume more than 100 million pounds of chicken wings on Super Bowl Sunday alone. For those playing along at home, that's more than 1.25 BILLION individual wings.

What are the top 2 Super Bowl snacks? ›

To help plan your game day menu, we've rounded up some of our favorite Super Bowl appetizers that are sure to be a hit. These are the classic foods like Buffalo wings and nachos — plus more than a few innovative ideas, such as fried potato salad bites and a pimento cheese bar — that'll make your spread a success.

Who is the oldest player to win the Super Bowl? ›

But you surely are thinking that Brady then won another Super Bowl, breaking his own record when he managed to take the Tampa Bay Buccaneers to a victory at home over the Kansas City Chiefs at Super Bowl LV, when he was 43 years and six months old, with this being the record for the oldest NFL player to ever win a ...

What is the main reason businesses want to spend the money on a Super Bowl ad? ›

The enduring allure of Super Bowl ads, particularly the standout ones, reverberates across social media channels for several weeks, amplifying brand awareness and likability. They also yield tangible benefits, especially in the short-term in terms of stock market gains and an uptick in market share.

How much is a hot dog at the Super Bowl 2024? ›

At the past two Super Bowls, hot dogs ran from $8 to $12, but after a year where every figure involving cost hit all-time highs, the 2024 game day event is more than likely to top those numbers. Bookies.com is projecting Super Bowl LVIII hot dog prices to be somewhere in the realm of $12.75.

Do halftime show performers get paid? ›

Do Super Bowl halftime performers get paid? Despite the euphoria surrounding the event, entertainers do not get paid to play the Super Bowl. At least not what they usually make. They only make union scale for the performances, according to AZ Central, part of the USA TODAY NETWORK.

Do celebrities pay for Super Bowl tickets? ›

Sponsorships and partnerships: Some celebrities partner with companies that have official sponsorships or partnerships with NFL teams or the league itself. As part of these deals, the companies may provide the celebrities with tickets or access to games.

Who will win the Super Bowl 2024? ›

Odds to Win Super Bowl 2024
TeamCurrent OddsOpening Odds
San Francisco 49ers+600+500
Kansas City Chiefs+650+750
Baltimore Ravens+900+850
Detroit Lions+1200+1200
28 more rows
Apr 5, 2024

What is America's favorite snack for the Super Bowl? ›

Some perennial favorites for Super Bowl snacks in the United States include:
  • Chicken wings.
  • Pizza.
  • Chips and dip (especially guacamole and salsa)
  • Nachos.
  • Sliders or mini sandwiches.
  • Chili.
  • Veggie trays with ranch dip.
  • Cheese platters.
Feb 8, 2024

How much pizza is eaten on Super Bowl? ›

Over 2 billion dollars was spent on food for Super Bowl 49. Domino's and Pizza Hut sell over 29 million slices of pizza during the Super Bowl. The average American consumes 2400 calories during the Super Bowl. Nachos were the most searched Super Bowl food in Arizona in 2020.

How much does the Super Bowl event cost? ›

Game Tickets to the Super Bowl

This is looking like the most expensive Super Bowl on record, with StubHub reporting an average resale ticket price of $8,600 per ticket his week. The cheapest tickets sold by the National Football League (NFL) directly were around $2,000 upon winning a lottery offer.

How much does it cost to perform at the Super Bowl? ›

That final tally can sometimes be in the millions of dollars. For example, Esquire reports that the 2020 performance by Jennifer Lopez and Shakira cost $13 million to put on. Yahoo Finance calculated Lady Gaga's 2017 set cost a pretty penny as well: over $10 million.

How much is a hot dog at the Super Bowl? ›

Super Bowl concessions prices: $17 Bud Lights, $13 hot dogs destroy wallets for the big game.

How much do Super Bowl performers cost? ›

The NFL covers travel expenses for the artists, which is potentially an important plus when Las Vegas' private plane parking situation is expected to be completely packed. But other than travel and production costs, all of the performers singing at the Super Bowl for free.

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