The 2026 FIFA World Cup is shaping up to be one of the biggest food and drink occasions of the summer, and retailers are already adapting their ranges to reflect how consumers now watch sport: socially, indulgently and with premium food and drink at the centre of the occasion.

With the tournament taking place across the US, Mexico and Canada, North American-inspired flavours, barbecue culture and elevated “watch party” occasions are set to dominate seasonal merchandising. Here are six trends retailers should be leaning into this World Cup season.

Tara Mei, Founder of Mahalo Suppliers, comments: "We're seeing a huge increase in party products and not just crisps and drinks, which have historically always skyrocketed over the summer months. We're seeing upticks in pickles, dips and condiments as consumers organise barbecue gatherings and garden parties. At this stage, I'd recommend making sure your displays are plentiful, full of colour and vibrance. People feeling optimistic and celebratory - it's important that the shelves align with the positive summer spirit!"

Mark Wiltshire, Co-Founder & Director of Diverse Fine Foods, adds: "This year’s World Cup is set to deliver a strong boost to UK retail market, with around £2.9bn in spend expected—much of it driven by food and drink as shoppers opt for at-home viewing. 

"We’re seeing independents really lean into those “big night in” occasions, with strong demand for sharing formats, snacks and drinks, alongside more premium options that elevate the experience.

"From our perspective at Diverse Fine Food, there’s clear demand for products that bring something a bit different to these occasions—whether that’s high-quality snacks, globally inspired flavours or premium sharing options that help independents stand out. The opportunity is very much in helping shoppers trade up slightly while still feeling good value, and making it easy to create a more memorable, sociable at-home experience."

1. Tex-Mex flavours are taking centre stage

Tortilla chips, jalapeño seasonings, chilli and lime, chipotle and margarita-inspired products are appearing across snacks, condiments and drinks as retailers embrace the influence of Mexican and Tex-Mex cuisine.

The World Cup’s North American setting makes these flavour profiles feel especially relevant this summer, while consumers continue to seek out bolder, globally inspired tastes. Expect products with smoky heat, citrus and spice to perform strongly across multiple categories.

2. Barbecue culture is driving summer merchandising

This year’s World Cup is aligning naturally with outdoor entertaining and barbecue season. Hot dogs, American mustard, stacker pickles, chilli sauces, hot honey and smoky seasonings are becoming central to summer displays as retailers tap into the broader culture surrounding major sporting events.

Rather than focusing solely on football itself, many retailers are merchandising around hosting, grilling and sharing occasions inspired by American “tailgating” culture.

3. Premium snacking continues to evolve

Consumers are still looking for indulgence during major sporting events, but standard crisps alone are no longer enough. Lentil chips, hummus chips, sweet potato crisps, crunch corn and seasoned nuts are now firmly part of the mainstream snacking mix.

Alternative snack formats offer retailers stronger flavour innovation and a more premium feel, while also appealing to shoppers looking for products that feel slightly lighter or more modern than traditional savoury snacks.

4. Sharing formats are becoming more important

Large sharing bags, grazing products and multipacks are set to play a major role this summer as consumers increasingly watch matches in groups at home.

Popcorn, tortilla chips, cocktail nuts and sharing crisps all lend themselves naturally to cross-category merchandising around “big night in” occasions. The opportunity for retailers is no longer just selling snacks, but creating complete match-night solutions built around entertaining.

5. Low-and-no drinks are now part of the main event

Alcohol-free beer and mocktails have moved firmly into the mainstream, particularly for daytime sporting occasions and mixed social groups.

Low-and-no lagers, alcohol-free IPAs and spirit-free cocktails are now being merchandised alongside premium alcoholic options rather than as separate categories. Consumers increasingly expect moderation choices that still feel social, premium and occasion-led.

6. Convenience is becoming more premium

Ready-to-drink cocktails, canned wines and single-serve formats continue to gain momentum as consumers look for convenience without compromising on quality.

Miniature cocktails, spritzes and portable premium drinks fit naturally into modern watch-party culture, where consumers want easy-to-serve options that still feel elevated. The format also aligns with wider trends around moderation, portability and casual entertaining.

What ties all of these trends together is the continued premiumisation of home entertaining. Consumers are increasingly treating major sporting events as social occasions centred around food, drink and hosting rather than simply watching the match itself.

For retailers, the World Cup represents an opportunity to build broader summer ranges around flavour, occasion and experience — with North American-inspired food culture likely to shape much of the season’s merchandising direction.