25 May 2010, 13:39 PM
  • The next eight weeks could prove critical to food and drink manufacturers in the run-up to the World Cup, according to leading trade credit insurer Atradius

But the industry needs a strong performance from England, to keep national interest in the competition running high for as long as possible.

Sector analysts within Atradius are expecting sales to fall after the World Cup and say that strategic marketing and a hard push on sales will be key to the economic survival of many businesses over the next few weeks or months. 

Marc Henstridge, Head of Risk for Atradius UK and Ireland said: “The food and drink sector has performed reasonably well throughout the recession as we have all had to eat.

“But the World Cup is an opportunity for tremendous growth within a very short period of time and the market will have a significant boost across the sector.

“Businesses of all sizes are waiting for what we are labelling the ‘World Cup Effect’ to kick in. Advertising linking products to the World Cup - sometimes very tenuously – has already taken off, but food and drink manufacturers and retailers are amongst those hoping for the greatest rise.

The boost is split in the sector between the football fans who will pour into pubs to watch the matches or buy in supplies to celebrate at home.

James Haig of Haigs Deli explains how he is looking to win sales, “The World Cup will soon be upon us and we have developed an English sausage to celebrate. A jumbo hot dog version of our meat feast will be available to buy daily. It will contain pork, chorizo, pepperoni, pancetta and smoked chicken, ideal for the many BBQs customers will be planning to celebrate the World Cup.”