The 2024 Olympics will solely have a one-off impression on consumption | EUROtoday

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At La Tour d’Argent, December 13, 2023.

HAS London, in 2012, client merchandise, meals and non-food, skilled a peak in gross sales through the summer season in all distribution channels, each comfort shops and supermarkets. Should we conclude that the Olympic Games are conducive to purchases of snack merchandise, sodas and beers?

Be cautious to not misdiagnose, warns Emily Mayer, “Business Insights” director at Circana, a gaggle specializing in research for the distribution sector. “It is complicated to disentangle the Olympics effect from the weather effectexplains the expert. Indeed, the weather was exceptionally good that summer in London, and food products are very sensitive to the weather. »

Beers, sodas and ice creams sell better when temperatures rise. This may explain, more than the Olympic events, why other products, such as insecticides or dressings, also saw their sales soar that summer.

For meme Mayer, it is therefore appropriate to moderate enthusiasm. The Olympics will certainly give a boost to consumption, but “in a limited time manner, and especially visible in Paris”. “The impact is not likely to disrupt the consumption profile in 2024”she insists.

Location, key to success

The winners would be the shops situated close to the Olympic venues, which ought to promote many extra drinks or snacks than traditional. During the 2023 Rugby World Cup, gross sales of beer and sodas elevated by 1.8%, these of aperitif merchandise by 1.6%. “It’s not huge, but France was eliminated before the quarter-finals”particulars Mme Mayer. Which permits us to emphasise that, simply as a lot because the climate, “the performances of French athletes are decisive in the impact on consumption”.

Read additionally: Article reserved for our subscribers Paris 2024: the Rugby World Cup, a hit which isn’t essentially transposable to the Olympic Games

Sales must also improve for companies “located in areas with a high density of tourist accommodation” – on the foot of accommodations or in areas stuffed with seasonal leases. Customers ought to flock to breakfast merchandise, even snacks, and hygiene merchandise.

Restaurateurs can rub their palms. “People will consume outside their homes, predicts François Blouin, president of Food Service Vision, a research company specializing in the catering sector. The Games represent around 13 million meals and 23,000 jobs in catering. »

But, again, as in real estate, the key to success will be location. “There will certainly be a negative effect on certain catchment areas”, admits Mr. Blouin. According to him, nonetheless, for the complete sector, “the key word is “uncertainty”” : bearing in mind visitors constraints, “the real question will be to manage to have it delivered on time”he warns.