Supermarkets will be real World Cup winners, survey shows

Pubs will receive a huge boost from the World Cup this summer but the real winners will be supermarkets, according to new research.

A poll of more than 2,000 consumers by PricewaterhouseCoopers (PWC) reveals that 10 per cent of people plan to spend more time in the pub if England win.

However, the study also revealed that while 20 per cent of people will watch the World Cup in the pub, the remainder will watch it at home - meaning the off-trade is likely to get a big boost in sales.

David Chubb, partner at PWC, said: "The football World Cup, in combination with summer trade and the staycation, should offer pubs a boost.

"The weak pound will continue to attract overseas tourists, providing additional custom to the British pub.

"However, while the football may offer some respite, landlords should avoid pinning their hopes of business revival on the four-week tournament."

He added that pubs - especially food-led family outlets - should not alienate their regular customers by attempting to cash in with football fans.

"They need to remain clear about their offering and avoid turning their dining areas into an extension of the football terraces," said Chubb.

The survey also revealed that one in five people believe an England win in South Africa will aid the UK's economic recovery.

And 15 per cent of people intend to spend more money if England triumphs in the final on July 11 - specifically in pubs, restaurants and on treats such as new clothes and household goods.

Chubb said: "The staycation trend may benefit some pubs as people postpone their summer holiday to watch the tournament locally but our recessionary culture of staying in will continue to feed aspirational cheffing and catering at home.

"Ultimately the tournament will benefit the food retailer over the pub."