A new survey claims more than a quarter of people will try Brazillian influenced food and drink during the World Cup.
In the survey, carried out in the last week of May, just over a quarter of people were open to trying Brazilian influenced foods as well as limited edition products launched by companies for the World Cup. Females in particular, claimed they were more open to trying Brazilian cuisine.
However, the study by MMR Research Worldwide (MMR) also found a large tranche, more than half of the people questioned, said they were fed up of brands jumping on the World Cup bandwagon.
Mat Lintern, global managing director of MMR Research Worldwide, said: “Food and drink manufacturers need to tread carefully in view of consumers’ World Cup promotion fatigue. Please don’t make random associations just to jump on the bandwagon; the fit has to be just right to cut through the competition. Promotions’ true impact should be not focussed solely on the immediate returns in terms of hard and fast sales but also take into consideration the impact on longer term brand equity and consumer loyalty.”
The study found women are more interested in trying lacta diamante negro chocolate, coconut cake, caipirinha cocktail and cheese bread mix while males are more interested in Brahma beer.
When asked directly, there are fairly high levels of awareness that food brands Coca Cola (65%), McDonalds (48%) and Budweiser (39%) are sponsoring the World Cup.