Super Bowl Parties Are Back!

February 14, 2022

Consumer mentions of attending a Super Bowl Party spiked this Sunday: +29% higher vs. volume recorded a year ago.

Here are four interesting takeaways, based on LikeFolio data:

1. Pizza Hut (YUM) and Domino’s (DPZ) took advantage of hungry party-goers. (And even those sitting at home by themselves on the couch). Meanwhile, Papa John’s (PZZA) exhibited comparative weakness. Long-term, it looks like Pizza Hut’s sponsorship of the NFL is continuing to expand its reach. Overall, YUM Brand! demand has increased by +13% YoY across its entire brand portfolio.

2. General Mills made a splash with Chex Mix and Totino’s Pizza Rolls. Chex brand mentions popped +184% on a YoY basis, and Totino’s pizza roll mentions increased +289% in the same time frame. Both brands were featured in a promotion leading up to the event, but demand data and tweets confirm not only was the promotion successful, but at-home party-goers embraced the snacks.

3. Food Delivery mentions revealed industry-wide weakness. Each food delivery service LikeFolio tracked recorded a fairly significant YoY decrease in consumer usage mentions. While Uber Eats and DoorDash faired better than lower-level delivery names, this data point is indicative of consumers getting back out in society. Overall, generic mentions of generic food delivery were 11% lower YoY. 4. Light Beer dominated Spiked Selzer consumption. Beer demand increased on a YoY basis for all top brands by volume, including Bud Light, Budweiser, Michelob Ultra, Coors Light, and Miller Lite. At the same time, hard seltzer demand dropped significantly on a YoY basis. Truly and White Claw demand mentions fell by double digits. Part of this can be attributed to consumers returning to the bar scene. Consumer mentions of going to a bar were +97% higher on Super Bowl Sunday 2022 vs. 2021.

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