Whistle-stop shopping: Hydration breaks spark Asda order surge as online demand rises by up to 30% during breaks in play

As football fans across the UK tune in to this summer’s tournament amid record-breaking temperatures, new data from Asda reveals households are taking advantage of breaks in play to stock up on matchday essentials.

The retailer has seen demand for online orders increase by up to 30% during half-time and the much talked about new addition of ‘hydration breaks’, as shoppers make the most of the pause in play to top up on snacks, drinks and other essentials.

Football fever and soaring temperatures have driven demand for seasonal favourites and compared with the previous week Asda has seen sales of:

• Desserts and ice cream increase by 127%

• Beer increase by 76%

• Soft drinks increase by 50.5%

• Snacks increase by 31.7%

The combination of hot weather and major sporting moments is encouraging shoppers to stock up throughout the evening, with many choosing to place rapid delivery orders during key breaks in play.

Rachel Eyre, Chief Customer Officer at Asda, said: “With record-breaking temperatures this summer and plenty of talk about ‘hydration breaks’, we’re seeing customers respond to both the heat and late-night fixtures by making the most of our extended delivery hours. They’re stocking up on great-value seasonal and matchday essentials, delivered quickly, when they need them most.”

The new data comes as Asda expands its on-demand grocery partnership with Deliveroo, adding more than 300 superstores to the platform and giving even more customers access to thousands of great-value products delivered direct to their door.

With many matches kicking off late into the evening, customers can place orders until 10pm or take advantage of extended hours at participating stores, with orders open until 11pm or midnight depending on location, making it easier than ever to avoid missing a minute of the action.

This latest rollout brings the total number of Asda stores offering Deliveroo's rapid delivery service to more than 850 locations across the UK, helping customers access groceries, household essentials and matchday treats whenever they need them.

Customers can now choose from more than 12,000 Asda products through Deliveroo, including fresh food, drinks, snacks and everyday essentials, all available for same-day delivery.