Each year, millions of Americans gather around their televisions, not just for the Big Game, but for the snacks. From classic chips and dips to extravagant spreads, the Super Bowl is a snacker’s paradise. Whether it’s spicy buffalo wings, creamy queso, or crunchy pretzels, fans are expected to consume record-breaking amounts of food this year.
Here’s a look at the numbers, trends, and fan favourites shaping this year’s big game feast.
The numbers speak
According to data from Circana (commissioned by SNAC International), snack food sales during Super Bowl week 2024 reached a whopping $670 million, amounting to 107 million pounds of snacks. To put that into perspective, that’s the equivalent of over 15 million Lombardi trophies in weight.
Breaking it down further, Numerator calculates that annually, NFL viewers spend $68 more on snacks than the average shopper. This spending spree highlights the Super Bowl as the single most significant benchmark for the snack food industry.
Top snack categories by sales:
- Tortilla/tostada chips – 34 million pounds ($172.2M, +31.7%)
- Potato chips – 28.9 million pounds ($180.6M, +12.5%)
- Cheese snacks – 7.8 million pounds ($58.6M, +11%)
- Corn snacks – 6.2 million pounds ($43.2M, +14.4%)
- Pretzels – 9.6 million pounds ($42.6M, +8.2%)
Christine Cochran, president and CEO of SNAC International, emphasises that Super Bowl week sets the stage for brands looking to make a significant impact. “The brands that stand out during this pivotal week are positioning themselves for big things in the year ahead,” she said.
A NielsenIQ study found that 90% of Super Bowl fans will be watching from home or at a home gathering, with 83% planning to prepare at least some game-day food themselves. Consumers are projected to spend an average of $44 on food and beverages, a 3% increase from last year. While price remains the top purchasing factor (55.9%), taste and quality follow closely behind (53.9%).
Healthier snacking on the rise
While Super Bowl snacks are traditionally indulgent, health-conscious options are gaining traction. According to Circana, 59.3% of consumers aim to include healthier choices, though only 21.6% prioritise healthiness as a deciding factor. Additionally, 87% of consumers plan to buy private-label products, showing a shift toward cost-conscious and potentially healthier alternatives.
More Americans are opting for air-popped popcorn, vegetable-based chips, hummus, and plant-based dips. Supermarkets have responded to this trend by expanding their selections of lower-sodium, lower-fat snack options. Healthier ingredient swaps, such as using Greek yoghurt instead of sour cream in dips, are also rising in popularity.
Notably, a study published in JAMA Network Open found that food ads aired during NFL games contain, on average, 40% of the daily recommended sodium intake. The study, conducted between September and November 2023, analysed 10 NFL games and found that 10% of commercials featured food products. Sodium content in these foods ranged from 220mg to 1,872mg, nearly half the recommended daily limit. The median was 910mg, meaning half of the products had even higher sodium levels. Excessive sodium intake is linked to increased risks of heart disease and high blood pressure.
“We proved what probably a lot of people have long suspected, and that is that foods advertised during NFL games … are frequently high in sodium, calories, and fat content,” said Dr Paul Hauptman, dean of the University of Nevada, Reno School of Medicine and chief academic officer for Renown Health.
Added Dr Stephen Juraschek, a hypertension specialist at Beth Israel Deaconess Medical Center in Boston and associate professor of nutrition at Harvard Medical School (who wasn’t involved in the study), “Advertising is intended to encourage certain behaviours. When you look at these commercials, they’re usually showing people smiling in exciting, memorable moments with friends or loved ones.”
Children are especially vulnerable to these messages. “It’s so important early on that we don’t overexpose young children to high sodium,” Dr Juraschek continued. “Getting them hooked at a young age can contribute to a lifetime of chronic disease and disability.”
Pricing trends
It’s good news for fans on a budget, as data from market research firm Datasembly reveals that Super Bowl snack prices have dropped slightly compared to last year:
- Tortilla chips: $6.69 → $4.49 (-4.16%)
- Chunky chili with beans: $3.16 → $2.51
- Guacamole dip: $3.16 → $2.93
- Frozen cheese pizza: $9.99 → $9.49
“Game day just got a little more affordable,” said CEO Ben Reich. “For the first time in years, we’re seeing the cost of a typical Super Bowl grocery basket drop.”
However, some items, like chicken wings, have seen price increases due to high demand. According to the National Chicken Council, 1.47 billion chicken wings will be consumed during Super Bowl LIX – enough to circle the Earth more than three times. Wholesale wing prices have climbed to $1.91 per pound, up 8.3% from last year, though still below the $2.65 per pound peak from mid-2024.
David Anderson, an economist at Texas A&M, explains that chicken wings were once an overlooked poultry cut before their rise to stardom. “Then someone tossed them in buffalo sauce, and now, they’re one of the most sought-after Super Bowl snacks,” he noted.
The wider impact
Beyond sales figures, Super Bowl snacking has a massive economic footprint. The event drives increased foot traffic to grocery stores, bars, and restaurants. Supermarkets prepare for the rush by stocking additional inventory of high-demand items, often offering discounts to compete for consumer dollars. Delivery services also see a significant surge in demand, with apps like DoorDash and UberEats experiencing higher order volumes. Some restaurants even introduce limited time Super Bowl-themed menu items to capitalise on the heightened food enthusiasm.
Local businesses also benefit, as many fans seek out regional specialities to include in their game-day menus. Philadelphia cheesesteaks, Kansas City barbecue, and New Orleans gumbo are just a few of the city-based dishes that make their way onto Super Bowl party menus each year.
Super Bowl snacking – a category within itself – is evolving. Trends suggest a growing interest in plant-based snacks, alternative protein sources, and sustainable packaging. With Gen Z prioritising ethical sourcing and environmental impact, brands are adjusting their offerings to meet changing consumer preferences. Additionally, the rise of personalised snack boxes and meal kits designed for game-day gatherings could become a staple in future Super Bowls.
Increased interest in global flavours has also influenced snack choices, with consumers embracing Korean-style chicken wings, Mediterranean-inspired dips, and spicy Latin American snacks. This cultural crossover is shaping the way Americans snack on game day, making the Super Bowl a true celebration of food diversity.
However, with over $670 million spent on snacks, 1.47 billion wings consumed, and price-conscious fans hunting for deals, the snack industry is scoring big. Whether you’re reaching for wings, dips, chips, or something healthier, one thing is certain: the Super Bowl remains the biggest snacking day of the year.
Stay tuned
Bakery&Snacks will further delve into Super Bowl facts, figures, and ad spend in upcoming coverage.
