Less Alcohol, Healthier Snacks, and Rational Purchases: Gen Z's Strategy

The 2026 global football festival will not only alter viewing dynamics in Mexico and Latin America but will also highlight a generational shift in consumption habits. According to an analysis by NielsenIQ (NIQ), Generation Z will play a significant role in evolving the so-called “World Cup basket,” driving preferences distinct from those traditionally associated with sporting events. This change will be primarily observed on three fronts: a reduced inclination towards alcohol consumption, increased demand for products with healthy attributes, and a more active search for formats that offer direct household savings.

Gen Z Redefines the “World Cup Basket”

Historically, football matches have driven consumption in categories such as beer, snacks, candies, chocolates, and alcoholic beverages. However, NIQ warns that the consumer profile leading up to the 2026 tournament will be more influenced by young people seeking alternative, functional options with a better price-to-value ratio.

According to the analysis, categories typically consumed during sporting events register an average sales volume increase of 13% during the week of the match. In Mexico, recent events like the final of the Apertura 2025 tournament showed significant increases compared to their quarterly average: chocolate grew 40%, wine 27%, whiskey 22%, disposable plates 15%, beer 12%, snacks and peanuts 9%, and candies 8%.

Nonetheless, Generation Z could alter the composition of that basket. In addition to traditional sharing products, a greater presence of non-alcoholic versions, low-calorie or low-fat products, sugar-free, gluten-free, or preservative-free options, as well as promotional or family-sized presentations are expected.

Lower Alcohol Consumption Opens Space for New Categories

One of the clearest changes identified by NIQ is Generation Z’s preference for reduced alcohol consumption. This trend opens opportunities for alternative beverages and differentiated products within categories that have traditionally accompanied football matches.

In beer, for example, growth is observed in higher-segment brands, particularly premium options. At the same time, non-alcoholic versions and “free-from” products are beginning to gain ground among young consumers who want to participate in social gatherings without necessarily replicating the consumption patterns of previous generations.

This trend also extends to other categories such as juices, breads, liquors, cheeses, and crackers, where premium, functional, or healthy-attribute segments show greater dynamism.

More Rational Purchases Amid Economic Pressure

The generational shift will not be disconnected from the economic context. NIQ points out that while real household incomes have increased since the last World Cup, other expenses directly compete for household budgets, such as debt repayment, food, and health.

This pressure is already reflected in the performance of the mass consumption market in Mexico. While in the third quarter of 2022, prior to the Qatar World Cup, the year-over-year change in total FMCG sales volume was positive at 3.0%, by the fourth quarter of 2025 it was close to -2.0%.

In this scenario, the young consumer will be more selective. For Gen Z, the purchase decision will not depend solely on the brand or the football moment, but also on the price, the place of purchase, and the perceived savings.

Therefore, NIQ anticipates greater relevance for large or family-sized packaging, promotional formats, returnable containers, low-outlay options, and lower-priced brands.

Football on Multiple Screens, Real-Time Consumption

The way football is experienced also changes with younger audiences. According to NIQ, during the 2022 World Cup edition, fans in the Americas consumed 8.3% more hours of coverage than in 2018, with 9.83 billion hours on linear television and 1.45 billion hours on digital streaming.

Mexico positioned itself as one of the main audience powerhouses globally, ranking eighth overall. The country registered 85 million viewers on linear television and 83 million on streaming platforms.

“The way Mexicans experience football has definitively changed. Today we see a near-perfect coexistence between traditional and digital screens, which opens a unique window of opportunity for brands to connect with their audiences in real-time,” stated Benjamín Calderón, Head of Customer Success at NIQ Mexico.

For brands, this behavior implies that the World Cup strategy must go beyond the physical point of sale or traditional advertising. The conversation will occur on television, streaming, social media, and digital channels, where Gen Z interacts, compares prices, and makes purchasing decisions quickly.

Brands Must Adjust Price, Product, and Channel

Sponsorship and association with sporting events will continue to be relevant tools for brands. During the 2024 Copa América, 58% of sponsoring brands gained market share in their respective categories. Additionally, 53% of sponsoring mass consumption brands showed a positive contribution to their average sales, and 61% grew in volume during the tournament.

“The momentum exists, but it requires extremely precise distribution and pricing strategies to translate into sustainable growth,” added Calderón.

Heading into 2026, the opportunity will lie in understanding that Gen Z not only consumes differently but also redefines which products are part of the football experience. To capitalize on the tournament, brands must combine innovation, competitive pricing, availability across physical and digital channels, and offerings aligned with healthier and more conscious consumption habits.

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