June has been a month brimming with excitement and celebration. From the start of the Euros, where lively viewing parties brought people together, to the anticipation of the longest day of the year and the arrival of warmer weather, it was the perfect time for summer gatherings. Let’s explore how F&B brands leveraged consumer trends in June.
⚽ Euros Kicks Off ⚽
June saw the much-anticipated start of UEFA EURO 2024, uniting football fans across Europe in celebration. As is typical with largescale sporting events such as this, the hospitality sector benefited significantly, with sales up 6% compared to the same period in 2023*. Beer sales in pubs for the Euro’s semi-finals alone finished 56% higher than predicted with a whooping 12.5 pints poured during the 90 minute match*.
For those who preferred to watch the matches at home, key supermarkets targeted these audiences by launching various campaigns. Tesco kicked off its extensive range of offers on June 14th, coinciding with the start of the tournament. The deals included pizza, finger foods, crisps, dips, and alcohol, catering to home-based football festivities.
Lidl also embraced the Euros hype with its ‘Lidl Kids Team’ campaign. As an official partner of the tournament, Lidl offered children the unique experience of becoming ‘player escorts’ for all Euro 2024 matches, enriching the event’s community spirit.
Plant-based meat brand THIS joined the Euros celebration by encouraging sustainable food choices. Their new parody song and music video, ‘This is the One,’ features football legend John Barnes and a Gareth Southgate lookalike, promoting their plant-based products and capturing the essence of summer, football, and backyard barbecues.
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🌱 Plant-based Food 🌿
On the topic of plant-based alternatives, more consumers than ever are seeking nutritious options that align with their increased health consciousness and fitness goals, particularly in the lead-up to summer. Mintel’s research indicates a demand for high-protein plant-based dairy alternatives, presenting a significant opportunity for the category.
This month, Redefine Meat launched its plant-based flank steak, now available for the first time for home cooking after previously being exclusive to restaurants. Designed to mimic the texture, taste, and mouthfeel of beef steak, it contains an impressive 25g of protein and is made entirely from plant-based, non-GMO ingredients. This aligns with the growing trend of sustainable and ethical alternatives to traditional meat products.
🏳️🌈 Pride Month 2024 🏳️🌈
June also celebrated Pride Month, with global events promoting inclusivity, love, and acceptance for the LGBTQ+ community. Numerous brands introduced new initiatives and partnerships to support and celebrate this vibrant community.
Deliveroo marked Pride Month by launching The Open Kitchen, an initiative to mentor and support aspiring LGBTQ+ chefs. The company committed up to £15,000 to The Open Kitchen Fund, sponsoring up to five chefs for training courses.
Credit: PinkNews
VK, the ready-to-drink alcohol brand, partnered with Ask For Clive to create welcoming spaces for LGBTQ+ customers. Ask for Clive is a charity that work with specifically with bars, pubs and clubs to create a welcoming space for the LGBTQ+ community. As the official RTD partner, VK is sponsoring 1,000 venues to join the Ask For Clive program, following research showing 80% of LGBTQ+ respondents prefer spending money in inclusive bars.
Want to find out how your brand can capitalise on the latest trends in the food and beverage industry? Contact us at hello@hatch.group to discuss new opportunities.
