Insight of the Day: Super Bowl Is All About the Food for Gen Z and Millennials
- InsightTrendsWorld
- Feb 5
- 5 min read
Why is this topic trending?
The Super Bowl is not just a sporting event but a major cultural and social phenomenon in the U.S. This year, new research shows a generational divide in how people engage with the event. While Boomers+ prioritize the game itself, younger generations like Gen Z and Millennials focus more on the food and social experience. With food being a central aspect of Super Bowl gatherings, brands and retailers are paying close attention to changing consumer preferences, snack trends, and beverage choices.
Overview
A Super Bowl LIX survey from Numerator and research from 84.51° (Kroger’s data analytics arm) reveal the following key insights:
Boomers+ are game-focused (72%), while younger generations prioritize food and drinks (56%).
Chips, dips, wings, pizza, and nachos remain the top Super Bowl snacks.
Plant-based foods are largely overlooked, with only 4% planning to buy plant-based burgers.
Soda is the most popular beverage (48%), followed by beer (40%) and spirits (23%).
Nonalcoholic beer is rising in popularity, especially among 35- to 44-year-olds (29%).
Detailed findings
Younger generations (Gen Z and Millennials) are more interested in Super Bowl food (56%) than the game itself (49%).
Traditional snacks like chips (47%), dips (42%), wings (39%), pizza (31%), and nachos (26%) dominate shopping lists.
Despite plant-based food trends, only 4% of shoppers are purchasing plant-based burgers, reinforcing the preference for traditional game-day snacks.
Soda (48%) remains the top drink choice, with beer (40%) and spirits (23%) following closely behind.
Nonalcoholic beer is gaining traction, especially among Millennials and Gen X (ages 35-44), with 29% planning to buy it.
Key takeaway
The Super Bowl is evolving into a social and food-centric event for younger consumers, with snacking and drinking being more important than the game itself. Brands must adapt to shifting preferences by focusing on indulgent, easy-to-eat snacks and beverages, while also considering the emerging interest in nonalcoholic beer.
Main trend: "Super Bowl as a social and food experience"
Description of the trend
For younger consumers, the Super Bowl is more about the food, drinks, and socializing than the game itself. Traditional snacks still dominate, but new beverage trends, including the rise of nonalcoholic beer, are shaping Super Bowl celebrations.
Consumer motivation
Younger generations seek social connection, indulgence, and fun experiences around the Super Bowl, rather than just watching the game.
What is driving the trend?
Social focus – Younger consumers prioritize gatherings, food, and drinks over the actual game.
Nostalgic comfort foods – Traditional Super Bowl snacks like chips, wings, and pizza remain dominant.
Health-conscious drinking – A growing interest in nonalcoholic beer, particularly among 35- to 44-year-olds, suggests a shift in beverage consumption.
Motivation beyond the trend
FOMO (fear of missing out) – Younger consumers want to participate in the cultural event, even if they’re not football fans.
Convenience & indulgence – Easy-to-eat, familiar comfort foods dominate purchases.
Balanced lifestyle – While indulgence is key, the rise of nonalcoholic beer signals interest in moderation and mindful drinking.
Description of consumers article is referring to
Age: Primarily Gen Z (18-29) and Millennials (30-44), with some influence from Gen X (35-44 in particular).
Gender: Gender-neutral trend, as both men and women participate in Super Bowl celebrations.
Income: Middle to upper-middle class, with a focus on accessible yet indulgent purchases.
Lifestyle: Social, event-driven, food-focused, and experience-oriented.
Conclusions
Younger generations are reshaping the Super Bowl into a social and food-driven event.
Traditional game-day foods still dominate, while plant-based options remain niche.
Nonalcoholic beer is an emerging trend among Millennials and Gen X consumers.
Implications
For brands
Focus marketing on Super Bowl as a food and social experience, not just a sports event.
Promote classic snacks and indulgent comfort foods to appeal to tradition.
Capitalize on the rising trend of nonalcoholic beer and mindful drinking.
For society
Shift towards social gatherings over competitive sports watching.
Traditional comfort foods continue to hold strong despite health-conscious trends.
For consumers
Indulgence wins over health-conscious choices during major cultural events.
The rise of nonalcoholic beer reflects a shift toward mindful drinking habits.
For the future
Expect continued emphasis on food, drinks, and social gatherings during major events.
Brands may introduce more innovative nonalcoholic beverage options to cater to shifting preferences.
Consumer trend
"Super Bowl as a social and food event"
Younger generations care more about the food, drinks, and social experience than the game itself, making snacks and beverages the real MVPs of the Super Bowl.
Consumer sub-trend
"Nonalcoholic beer gaining traction"
The 29% increase in nonalcoholic beer purchases, especially among Millennials and Gen X (35-44), signals a shift towards mindful drinking.
Big social trend
"Indulgence over health-conscious choices in cultural events"
Despite the rise of plant-based and healthy eating trends, traditional snacks and drinks still dominate during big social events like the Super Bowl.
Worldwide social trend
"Alcohol moderation and the rise of mindful drinking"
The increasing popularity of nonalcoholic beer reflects a global trend toward health-conscious drinking habits and moderation.
Social drive
"Event-driven indulgence"
People allow themselves to indulge during major cultural events, prioritizing comfort foods and familiar drinks over health trends.
Learnings for brands to use in 2025
Market the Super Bowl as a food-centric event to appeal to younger generations.
Highlight nostalgic comfort foods as essential game-day items.
Leverage the rise of nonalcoholic beer and other mindful drinking trends.
Strategy recommendations for brands to follow in 2025
Promote social-focused marketing – Position the Super Bowl as a food and drink experience, not just a game.
Reinforce tradition in food choices – Highlight classic Super Bowl snacks as essential purchases.
Capitalize on nonalcoholic beverage trends – Expand product offerings to include nonalcoholic beer and other alternatives.
Leverage digital engagement – Use social media and influencer marketing to showcase game-day food spreads.
Final sentence (key concept)
"For Gen Z and Millennials, the Super Bowl is less about the game and more about the food, drinks, and social experience, shaping how brands market and sell during this major cultural event."
What brands & companies should do in 2025 & how to do it
Emphasize the Super Bowl as a food-driven event in marketing campaigns.
Highlight nostalgic snacks and indulgent comfort foods.
Promote nonalcoholic beer and other mindful drinking options.
Use digital marketing and social media influencers to create excitement around Super Bowl gatherings.
Final note
Core trend
"Super Bowl as a food and social experience" – For younger consumers, the event is more about indulgence and gathering than football itself.
Core strategy
"Leverage food-focused marketing" – Position snacks and drinks as the centerpiece of Super Bowl celebrations.
Core industry trend
"Rising popularity of nonalcoholic beverages" – More consumers are exploring mindful drinking options.
Core consumer motivation
"Indulgence and social connection" – Food and drinks create shared experiences and cultural participation.
Final conclusion
The Super Bowl is evolving into a food-centric, social event for younger generations, redefining how brands market and sell during major cultural moments.
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