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KPMG: Euro 2024 boosts tech and food spending in Scotland

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Scottish football fans have revealed how they plan to get into the football spirit during Euro 2024, according to new KPMG research.

As part of its Consumer Pulse survey, KPMG polled 3,000 (297 in Scotland) UK consumers ahead of multiple international sports tournaments being screened this summer including the European Championships, which will see the Tartan Army kick off again hosts Germany on Friday before further games with Switzerland and Hungary.

Of those surveyed in Scotland, 15% plan on heading to the pub to watch the football games, 30% will watch at home alone or with their family and 9% (higher than the UK average of 6%) plan to make an occasion of the matches by eating out with family and friends.

This later stat has been backed up by 10% of people saying they plan to buy less food to eat at home during the summer events, 5% below the UK average of 15%.



However, 16% did say they would be buying more snacks to eat during games and other sporting events.

Unsurprisingly, the survey also revealed people are planning to invest in new tech during the summer to aid their sporting viewing habits including new televisions and/or mobile phone/tablets.

KPMG: Euro 2024 boosts tech and food spending in Scotland

Linda Ellett, UK head of consumer, retail and leisure for KPMG, said: “Major sporting events bring about a national feelgood factor and often a related economic boost.

“Given how prolonged the cost of living crisis has been and with minimal sales growth in recent months, the retail and hospitality sector will certainly welcome these indications of increased spending and will be hoping that good performances from England and Scotland’s football teams can boost spending further and carry on through an action packed summer of sport.”

She continued: “The spending upturn is mainly related to watching the action at home – with investments being made in new TVs at the more expensive end of the scale, through to BBQs, and more commonly to plans to buy more snacks, food, soft drink and alcohol, for home consumption. One in ten people also told us they plan to order takeaway on a match day.

“As you would expect, there is also evidence of a boost for the hospitality sector – with one in ten people saying they will head to the pub, and 9% saying they will eat out as they watch a Scotland game.”

Asked specifically about buying the following in relation to watching sport this summer, consumers in Scotland said:

NEW ITEM

Already spent on

Plan to spend on

TV

5%

5%

Mobile or Tablet

6%

8%

BBQ

7%

9%

Garden Furniture

7%

6%

More snacks to eat at home than usual

6%

16%

Branded alcohol

8%

16%

Own brand alcohol

6%

9%

National team shirt

7%

7%

More home cook food to eat than usual

6%

10%

More soft drink for home than usual

5%

12%

Sports equipment

5%

6%

Home audio system

4%

4%

European football championship memorabilia

4%

5%

Olympic memorabilia

4%

6%

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