Beer and Snacks Emerge as Winners of Mexico's Consumption "World Cup"

The start of the world’s most important football event is already reflecting in the purchasing habits of Mexicans. According to NielsenIQ, during weeks 24 and 25 of 2026, corresponding to the period of June 8-21, the consumption of beer and snacks showed a significant acceleration, driven by gatherings, social events, and occasion-based purchases around the matches. The report indicates that consumption grew primarily in value, favored by price increases, although some categories continue to face volume pressure. However, within the so-called “Football Basket,” products associated with social consumption were the main protagonists.

Beer Leads Growth in the Football Basket

In self-service stores, beer was the category with the highest acceleration within the Football Basket. Its relevance increased from 8.9% to 10.0% in just seven days, confirming its role as one of the products most linked to consumption during sporting events. The alcoholic beverage basket also increased its weekly share in self-service stores, rising from 5.7% to 7.2%, while non-alcoholic beverages advanced from 8.4% to 8.8%. In contrast, categories such as Hygiene and Beauty and general merchandise reduced their weight within the sales mix.

Snacks Grow 12.4% in Volume Over the Last Eight Weeks

Snacks also registered positive performance. NielsenIQ reported a 12.4% growth in volume during the last eight weeks, compared to the same period last year. In terms of value, snacks grew by 14.3%, placing them among the categories most benefited by the football atmosphere. Other products that also showed advances include:

Still Water: +6.8%
Tortillas, Tostadas, and Totopos: +5.1%
Cheeses: +5.0%
Soft Drinks: +5.6% These results reflect a shift in purchasing decisions towards products intended for sharing, snacking, and accompanying sports broadcasts.

Monterrey Leads Football Consumption in Self-Service Stores

Purchasing behavior was not uniform across the country. According to NielsenIQ, Monterrey self-service stores stood out with the greatest dynamism within the Football Basket, registering a growth of +4.4%, above the +3.1% observed in total self-service stores nationwide. In the overall NIQ Basket, Monterrey also surpassed the national average, with an advance of +2.6%, compared to +0.9% for Total Self-Service Mexico. Regionally, the Mexico Valley reported a growth of +3.1% in the Football Basket, while Guadalajara showed a decline of -0.4% in this same indicator.

Small Corner Stores Consolidate as Winners of Impulse Consumption

The traditional channel, represented by local corner stores (tienditas), also benefited from the World Cup atmosphere. In this channel, NielsenIQ identified a clear acceleration in impulse and social consumption categories. Alcoholic beverages rose from 10.0% to 10.9% in relevance compared to the previous week, while snacks advanced from 13.0% to 13.8%. Additionally, confectionery gained relevance from the early days of the tournament. In the accumulated data of the last eight weeks, compared to 2025, value growth in categories such as:

Cigarettes: +18.7%
Energy Drinks: +16.2%
Beers: from 11.7% to 12.7%
Coolers: +10.7%

Armando Uriegas, President for NielsenIQ Latin America, stated that the current growth is strongly concentrated in social and impulse consumption within the traditional channel. “The current growth is strongly concentrated in social and impulse consumption within the traditional channel. Categories such as energy drinks and coolers have not only strengthened in value but have also managed to maintain positive development in volume, despite the inflationary pressure affecting other basic basket products,” he affirmed. NielsenIQ data confirms that football not only moves audiences but also temporarily transforms purchasing patterns. In Mexico, beer, snacks, and immediate consumption categories are positioned as the major winners of the World Cup’s kickoff.

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