A Series of the Most Wanted Foods while Watching Soccer Together

Illustration of the most popular food when watching football. (Freepik)

JAKARTA - Serving food while watching together is now an almost inseparable part of the experience of enjoying matches on the screen, especially football.

Starting from light snacks to heavy meals, this habit not only adds to the fun, but also forms its own consumption pattern in the midst of an urban community that increasingly relies on practical services.

This phenomenon was also highlighted in the "The Nobar Economy" report released by Grab through the GrabAds service. This report shows that watching together is evolving into a moment with a high level of consumption, especially through services such as GrabFood and GrabMart.

Data shows that the potential audience for moments like this is huge. Research from The Trade Desk and YouGov noted that around 180 million Indonesians followed the global football event in 2022.

Meanwhile, a Snapcart survey revealed that 84 percent of viewers enjoy the match while consuming food and drinks.

In addition, the habit of ordering food online is also getting stronger. Still from Snapcart, the majority of consumers choose the delivery service so that they can still enjoy the match without interruption.

Grab Indonesia's internal data shows an increase in demand for practical and easy-to-eat food during the big match period.

Types of food such as pizza, martabak, light snacks such as popcorn, nut snacks, donuts, and ready-to-drink beverages are popular choices because they are easy to share in a shared atmosphere.

Interestingly, in the midst of this surge in options, local food remains a favorite. Menus such as fried rice, fried chicken, and satay still dominate consumer choices during the time of watching together.

According to Roy Nugroho, Director of Commercial, Grab Indonesia, this phenomenon shows a significant change in consumption patterns.

"The nobar phenomenon shows how entertainment moments can develop into massive commercial opportunities. When consumers make purchase decisions in real time, the presence of brands in the digital ecosystem becomes a key factor in driving real sales conversions," he said.

He added that the presence of brands in moments with high demand can have a direct impact on increasing transactions, as seen in trends during previous global football events.

Moreover, as similar events in the coming years get closer, the consumption pattern when watching together is expected to increase again. A simple habit like enjoying food together while watching is now evolving into a part of the wider digital economy dynamics.