Global fast-moving consumer goods (FMCG) brands are using FIFA 2026 as more than a sponsorship moment – leveraging it to launch limited editions, collectible packs, gamified promotions, and emotion-led storytelling. The new launches are shaping a clear commercial playbook to drive sales while building new habits, first-party data, and repeat purchase behavior around the tournament. This is substantiated by a 2026 Q1 global consumer survey1, in which 58 % of global consumers say enjoyment or uniqueness most influences their food and drink choices, and 57 % say the same for health and beauty products, according to GlobalData, a leading intelligence and productivity platform.
Kshama Raj, Consumer Analyst at GlobalData comments: “Across snacks, beverages, personal care, beer, spirits, and quick-service, brands are moving beyond logo placement and leaning into product innovation. Limited-edition Lay’s flavours, Golden Wonder snacks, and Dove collections show how the World Cup is being used to create scarcity, prompting consumers to try them now rather than later.”
GlobalData’s survey1 shows 62 % of global consumers try new flavours and fragrances as soon as available and 64 % enjoy sharing these discoveries with others, highlighting a strong word-of-mouth potential.
Packaging is becoming a key growth lever. Bitburger’s limited-edition cans in Germany’s colours and Don Julio 1942’s World Cup-inspired bottle show how collectible, fan-themed designs turn packs into media assets – boosting shelf standout and repeat buys. Design is now a core part of the sales strategy, not an afterthought.
Gamified promotions are also on the rise. QR codes, receipt uploads, instant wins, sweepstakes, and ticket draws are making everyday purchases interactive. Brands like Walkers, Powerade, and McDonald’s are using scannable packs and online games to connect products to digital platforms, capture data, and extend engagement beyond the aisle.
Emotion is playing a bigger role. Coca-Cola’s suspense-led storytelling and Dove’s confidence message show that the strongest World Cup campaigns sell shared moments – belonging, joy, and fandom – not just product benefits. For many brands, the tournament is a way to own the match-day emotional journey.
Raj adds: “The big win is owning the occasion – snacks for watching, beverages for refreshment, personal care for pre- and post-game routines, and spirits for celebrating. The best offers plug into rituals, not just the shelf.” In FIFA host markets (Canada, Mexico, and the US), consumer spend intent at leisure venues is higher: 37.2 % say their food and drink spend is very/quite high compared with 34.7 % globally1.”
For FMCG brands, the playbook is clear: drive urgency with limited editions, boost repeat buys with collectible packs, capture data with digital mechanics, stay relevant with match-day use cases, and build affinity with football-led storytelling.
Raj concludes: “There’s a lot of whitespaces opening up fast cross-category bundles, host-country flavours, watch-party packs, digital collectibles, and premium souvenir products can turn tournament buzz into long-term loyalty.”
1GlobalData’s 2026 Q1 Global consumer survey, sample size of 22,900 respondents
MJF Beverage Partnership shared that Dilmah Craft Iced Tea has been recognised with a distinction in the Golden Innovations FMCG & Retail competition.
The awards distinguish the most ambitious and innovative products in the FMCG industry – those that inspire the market and set new directions. The winners were chosen by genuine consumers, giving the awards the credibility of real-world brand recognition.
Distributed in Poland by Gourmet Foods Polska, Dilmah Craft Iced Tea in Lychee Black Tea flavour was recognised in the ‘Tea-Based Drinks’ category, confirming that the quality, authenticity and unique flavour of Dilmah Iced Tea are the perfect recipe for market success.
The soft sweetness of the regal lychee fruit, with its aromatic and succulent nature, is delicious paired with fragrant, black Ceylon tea. Popular for its refreshing taste, the lychee flavour market is experiencing significant growth, driven by consumer trends and demand for exotic, floral, and sweet-tart profiles in premium, health-conscious, and functional beverage products.
Delicious poured over ice, blended into cocktails, or enjoyed on-the-go, Dilmah Craft Iced Tea is refreshing, chilled, natural and delicious, containing all the goodness of Ceylon tea. It is made using single-origin Ceylon Tea leaves, handpicked in the tea gardens of Sri Lanka, then brewed and perfected on-site to maintain freshness, flavour and antioxidants.
SIG joins AIM-Progress to collaborate for positive impact through responsible sourcing
SIG announced it is the first in the beverage carton industry to become a member of AIM-Progress, a global forum of leading fast moving consumer goods (FMCG) manufacturers and common suppliers, assembled to enable and promote responsible sourcing practices and sustainable supply chains.
Collaborating for positive impact
Responsible sourcing has been a key pillar of SIG’s net positive ambition to go Way Beyond Good for society and the environment since the outset. This commitment is closely aligned with AIM-Progress’ focus on collaborating for positive impact through responsible sourcing, making membership a natural fit.
The goal of AIM-Progress is to positively impact people’s lives and ensure respect for human rights, while delivering value to its members and their supply chains. A priority is to build members’ and suppliers’ capability to adopt and implement the UN Guiding Principles for Business and Human Rights.
As the first beverage carton provider to join the organisation, SIG has an excellent opportunity to build strong partnerships with other members. The aim is to work together to co-create solutions and share best practices that can positively impact people’s lives and ensure human rights are respected through the supply chain.
Helping customers meet demand for responsible sourcing
FMCG brands are seeing increasing demand from consumers, investors and other stakeholders to demonstrate that they meet high ethical, environmental, labour and human rights standards – not only in their own operations, but throughout their products’ supply chain.
SIG’s solutions enable customers to clearly demonstrate that their packaging comes from responsible sources. The company has led the industry in the development and adoption of certifications for responsible sourcing for over a decade.
SIG is the only aseptic carton provider to offer packs with all three main materials certified as responsibly sourced – FSCTM-certified liquid packaging board, ASI-certified aluminium foil and ISCC PLUS-certified polymers. All three of these certifications include stringent requirements on human rights as well as other social and environmental criteria. SIG has also made a strong commitment to human rights in its business and supply chain as a signatory to the United Nations Global Compact.
About AIM-Progress
AIM-Progress is a forum of leading Fast Moving Consumer Goods (FMCG) manufacturers and common suppliers, assembled to enable and promote responsible sourcing practices and sustainable supply chains. It is a global initiative supported and sponsored by AIM – the European Brands Association.
In today’s hyperconnected world, convenience is the ultimate currency
Rising internet penetration, denser urban locations, faster paced lifestyles and challenging working hours are adding more and more layers of complexity to consumers’ lives. According to the World Health Organization, “workplace stress is the health epidemic of the 21st century,” and multiple agencies have tracked the steady rise of anxiety related illnesses around the world. Consumers are feeling more stretched than ever before, and are increasingly striving for convenient solutions which help to simplify their busy lives.
Around the globe, consumers need and look for convenience in all forms—whether simplicity, time saving or suitability. When it comes to the fast-moving consumer goods (FMCG) space, convenience is not only about store formats, products or packaging. It means more than the latest technologies or new engagement strategies. Rather, it is about every encounter, interaction and action that can help fulfil consumers’ growing demand for efficiency.
The Nielsen Quest for Convenience report looks at changing consumer needs around the world, specifically focusing on factors driving consumers’ increasing need for convenience, to provide global FMCG players with key insights, indicators and solutions to successfully tap into the rapidly rising need for convenience.
Please download the full report under: https://bit.ly/2o49gWu
Social responsibility has been a growing trend in the FMCG market in recent years as manufacturers, suppliers, brands and consumers strive to limit the negative economic, social and political effects caused by their actions. It is increasingly driven by consumers’ desire to live a more ethical lifestyle that they believe benefits their personal wellbeing, says leading data and analytics company, GlobalData.
The company, in its report ‘TrendSights Analysis: Social Responsibility; Understanding the issues and impacts of socially responsible consumption’ has revealed that interest among consumers in products supporting environmental causes is increasing across the globe.
According to the survey, 59 % of consumers globally said they would consider buying products associated with environmental protection. Brands or products that support poverty, animal welfare, Fairtrade, or gender equality are also likely to be well received by consumers.
Matthew Perry, Consumer Analyst at GlobalData, says: “While interest in products that support environmental protection appears to extend across all generations, Millennials – those born in 1981-1999 inclusive – are driving interest in products that support poverty, animal welfare, and gender equality.
“Meanwhile, older generations show greater interest in Fairtrade products. Producers should consider the varying interest in ethical causes when initiating such projects and target campaigns accordingly in order to maximize their impact and success.”
