Snacks are a staple of any Super Bowl party, and every year, consumers stock up on chips, dips, baked goods, and other indulgent treats. During last year’s Super Bowl week, consumers spent $670 million on snack food, totalling 107 million pounds of snacks, according to Circana data.
This year, consumer spending on food and beverages for the big game increased by 3%, with an average household spend of $44.
Market researcher Datasembly noted that while some snack prices had slightly decreased from last year – tortilla chips falling from $6.69 to $4.49, and guacamole dip dropping from $3.16 to $2.93 – certain essentials like French onion dip and potato chips saw price hikes due to inflation, higher labour costs, and supply chain issues.
Bakery played a significant role in Super Bowl snacking trends. Baked goods such as artisan bread, pretzels, pastries, and gourmet crackers saw an increase in sales as consumers sought more variety beyond traditional chips and dips. Many retailers leveraged promotions to attract Game Day shoppers, with limited edition flavours and Super Bowl-themed packaging proving to be an effective way to drive impulse purchases. Fresh foods like wings, veggie platters, and guacamole remained in high demand, but inflationary pressures from bird flu outbreaks and supply chain constraints led to rising costs for many fresh snack items.
A growing trend toward non-alcoholic beverages was also noted, signalling an opportunity for bakery and snack brands to explore complementary pairings with healthier drink options.
High demand = high costs
Super Bowl Sunday is one of the most lucrative days for snack consumption, but cost pressures have led to noticeable shifts in purchasing behaviour. While grocery store snack prices have slightly stabilised compared to the past two years of inflation, long term economic factors such as rising labour costs, cumulative inflation, and supply chain disruptions continue to impact snack food pricing. Regional variations were notable, with Kansas City seeing a 5.6% price hike, while New Orleans, the host city, only experienced a 0.7% increase.
Chicken wings, a Super Bowl staple, was also affected by cost volatility. According to the National Chicken Council, 1.47 billion wings were consumed during Super Bowl LIX, despite wholesale wing prices rising 8.3% from last year. While prices remained lower than the peak costs of mid-2024, the strong demand reinforced the importance of protein-heavy snacks on Game Day menus.
“The focus on savoury, shareable dishes suggests how the event has evolved into an extended social gathering,” said Donovan Conley, associate professor at the University of Nevada, adding, “American food culture has taken shape through collisions of history and geography – across regions, over time, and between cultural traditions.”
For those who attended Super Bowl LIX at Caesars Superdome in New Orleans, the biggest shock, however, wasn’t the Philadelphia Eagles’ 40-22 victory over the Kansas City Chiefs, but the price of food and drinks. While celebrities like Taylor Swift, Lady Gaga, Paul Rudd, and Anne Hathaway watched from the stands, ordinary fans were left reeling at stadium concession prices.
The most outrageous item on the menu was the Voodoo Magic cocktail – a $59 concoction of Don Julio 1942, Grand Marnier Cuvée du Centenaire, lime juice, jalapeño syrup, and mango purée, topped with black magic seasoning. Food prices were equally jaw-dropping, with a plate of ‘ultimate’ nachos setting fans back a staggering $36.
A record-breaking year
Equally eye-watering was the ad spend this year. The Super Bowl remains the undisputed champion of television ratings, and 2025 was no exception. Super Bowl LIX shattered records with 126 million viewers, making it the most-watched Super Bowl in history. At its peak during the second quarter, viewership surged to 135.7 million, fuelling an unprecedented advertising battle as brands fought to capture attention.
Snack brands were among the biggest spenders, with the cost of a 30-second Super Bowl ad soaring to $8 million – a $1 million increase from last year. Brands leaned heavily on nostalgia, humour, and celebrity endorsements, featuring stars like Ben Affleck, Tom Brady, and Matthew McConaughey to ensure their products stood out.
“It’s the advertising industry’s Super Bowl as well,” said marketing expert Peter Bray. “It’s the one time of year where the general public actually cares about advertising, so it’s an exciting time.”
Social media has only made the broadcast more important. “It’s actually made advertising in the Super Bowl more relevant than ever because what’s happened is with all these different platforms, it’s very difficult to find a large audience at once,” said Bray. “Someone might advertise as an advertiser on TikTok, or on Instagram ... all of these different advertising opportunities. But you might be duplicating because the audience on TikTok, maybe 90% are the same audience on Instagram, so there’s a lot of duplication.”
Several major bakery and snack brands went all in.
Dunkin’ Donuts made a significant impact with its Super Bowl commercial featuring Ben Affleck, his brother Casey Affleck, and former New England Patriots coach Bill Belichick. The ad humorously depicted the revival of the fictional boy band ‘DunKings’, with the Affleck brothers leading the charge and Belichick making a surprise appearance. This star-studded approach not only entertained viewers but also reinforced Dunkin’s cultural relevance and connection to its New England roots.
Ritz Crackers ventured into Super Bowl advertising for the first time – enlisting actors Aubrey Plaza and Michael Shannon, along with musician Bad Bunny – for its debut commercial. Set in the whimsical ‘Ritz Salty Club’ in Utah’s Salt Flats, the ad played on the ‘salty’ personas of its stars, highlighting the brand’s signature flavour in a memorable and humorous way.
Pringles continued its tradition of engaging Super Bowl ads by featuring a lineup of celebrities, including Adam Brody, Nick Offerman, and James Harden. The commercial centred around the brand’s iconic moustache logo, with each celebrity showcasing their own distinctive facial hair, creating a humorous and memorable connection to the product’s branding.
Lay’s returned to the Super Bowl stage with a heartfelt commercial titled ‘The Little Farmer’, directed by Academy Award-winning filmmaker Taika Waititi. The ad celebrated the dedication of multi-generational farming families who supply potatoes for Lay’s chips, emphasising the brand’s commitment to quality and its deep-rooted connections to American agriculture.
Nerds, known for its colourful candy, featured Nigerian-American artist Shaboozey in its Super Bowl spot. The ad showcased a vibrant and musical journey, aligning with the brand’s playful image and aiming to resonate with a younger, diverse audience.
Totino’s Pizza Rolls made its Super Bowl debut with a commercial featuring comedy duo Tim Robinson and Sam Richardson, along with alien mascot, Chazmo. The ad blended humour and sci-fi elements to highlight the snack’s appeal, particularly among families and younger viewers.
Instacart’s inaugural Super Bowl commercial brought together a host of iconic brand mascots, including the Pillsbury Doughboy, Chester Cheetah, and the Kool-Aid Man. The ad depicted these beloved characters collaborating to deliver groceries, emphasizing Instacart’s convenience and its partnerships with popular snack brands.
The takeaway
While the exact costs remain undisclosed, these substantial investments highlight just how critical the Super Bowl is for bakery and snack brands looking to capture a massive, engaged audience.
For producers aiming to stand out during next year’s Super Bowl, the competition is tougher than ever. High-profile ads, celebrity endorsements, and compelling storytelling can help brands break through the noise – but at an extraordinary cost. However, not every brand can afford to take this multimillion-dollar gamble. Smaller producers can still leverage the Super Bowl buzz by offering limited edition flavours, eye-catching packaging, and strategic instore promotions to attract consumers. A multi-channel marketing approach – blending traditional TV spots with digital engagement and influencer collaborations – remains the most effective way to maximize impact.
As consumer demand for Super Bowl snacks and bakery goods continues to soar, brands that prioritise innovation, adaptability, and bold marketing strategies will dominate. But with advertising costs reaching unprecedented heights, the question remains: Is the Super Bowl spotlight truly worth the price, or will brands seek out more cost-effective ways to win the Game Day snacking battle?
