Early Morning Support for Brazil Match... Convenience Stores See Energy Drink Sales Soar

CU, Energy Drink Sales Up 3.2x
Coffee and Gum Sales Show Unusual Increase
Beer, Chicken, and Other Foods Also Selling Well

CU's brand model, Son Heung-min. (Photo by BGF Retail)

[Asia Economy Reporter Lim Chunhan] Sales of energy drinks with awakening effects at convenience stores have significantly increased ahead of the early morning cheering for the Brazil match in the Qatar World Cup Round of 16.

According to CU on the 6th, an analysis of major product sales from 7 PM to midnight the previous day showed that energy drink sales increased 3.2 times compared to three weeks before the World Cup started. Sales of coffee (31.6%) and gum/candy (33.3%), which are mainly consumed to stay awake, also increased. Products that usually have high sales in the morning recorded double-digit growth rates at night, which is analyzed as preparation for watching the early morning match. During the same period, energy drink sales at 7-Eleven increased 2.5 times, and at Emart24, energy drink sales rose by 56%.

Sales of major food items also surged. At CU, compared to three weeks ago, sales of beer increased by 20.4%, gimbap by 26.1%, triangular gimbap by 23.1%, sandwiches by 37.2%, processed eggs by 28.3%, and salads by 27.8%. At GS25, compared to two weeks ago, beer (46.8%), chicken (62.1%), side dishes (32.7%), frozen convenience meals (46.7%), and snacks (50.4%) showed high growth rates. At 7-Eleven, compared to three weeks ago, beer (30%), snacks (45%), instant chicken (40%), dried side dishes (35%), and convenience meals (25%) sold well, and at Emart24, sales of non-alcoholic beer (81%), snacks (44%), refrigerated/frozen convenience meals (39%), and sandwiches (27%) increased.

A convenience store industry official said, “Unfortunately, we did not advance to the quarterfinals, but we support the players who did their best,” adding, “As matches of football powerhouses continue, the tendency to purchase alcoholic beverages and food at nearby convenience stores is expected to continue.”