As Americans prepare to watch the Super Bowl this coming Sunday, they will be flocking to retail outlets for their food and beverage needs. According to an Insights from New York-based Nielsen titled “The Evolution of Super Bowl Consumption,” the market research firm identified how today’s viewing experience has evolved.
Nielsen details that the female fan base remains substantial, noting that it has held steady at about 46-47 percent of total viewership from Super Bowl XLVII in 2014 to Super Bowl LII in 2018.
“Women contribute greatly to growing segments across the adult beverage landscape,” Nielsen states. “They control $4.3 trillion (73 percent) of U.S. spending, and they’re the sole breadwinners in 40 percent of U.S. households with children. Marketers in the adult beverage industry are shifting from a once male-dominated marketing mindset to one with a more balanced, female focus — and with good reason.”
Noting the on-premise (bar, restaurant) environment traditionally struggles on Super Bowl Sunday, Nielsen highlights that breakfast and brunch gained in popularity last year, as on-premise sales increased by 24 percent and 12 percent, respectively, it reports. The market research firm states that one factor could be that women are 32 percent more likely to drink cocktails on-premise than men, highlighting their awareness of low-alcohol, brunch and wine cocktail trends.
“Wine reigns supreme with women, remaining the most popular alcohol for off-premise sales among women,” Nielsen states. “Hard seltzer, the relatively new, low-calorie flavored malt beverage (FMB) entrant, is also increasingly relevant during the big game, as Super Bowl sales have more than tripled since 2016, rising from 0.3 percent to 1.3 percent in 2018.”
Defining the base female football fan as women aged 21 and older who watched (broadcast or cable) regular season NFL games or the Super Bowl, Nielsen details how this demographic has upped its ante when it comes to adult beverage consumption.
“With regard to wine, 11 percent of female football fans drink Pinot Grigio, compared with 7.8 percent of the broader over-21 female population,” Nielsen states. “But let’s not forget about beer, which is the top drink of choice for female football fans, as 38 percent choose the tried-and-true beverage. While the juicy/hazy craze has gotten plenty of attention, women are driving this more than men, as 63 percent enjoy it as a style, versus 60 percent of men.”
Nielsen also pointed the growing presence online alcohol sales for Super Bowl viewers — whether its men or women. “Online wine sales jumped 46 percent from $716,792 on Super Bowl Sunday in 2017 to $1,047,993 on Super Bowl Sunday last year,” the market research says.