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Superbowl fans are clicking on beer, but converting on healthy snacks

Anthony Bossan

February 1, 2019 | 1 min read

In the weeks leading up to Superbowl, many grocery sites deck their homepage with promotional banners advertising deals on beer, dips, wings, and other culinary highlights from the most popular sporting event in the US.

We took a deep dive into digital consumer behavior on Superbowl-themed category pages, and found that beer drove the highest number of desktop clicks — 70% more clicks than meat and 83% more clicks than produce.

Smartphone shoppers were less enthusiastic about their Superbowl snacks browsing than their desktop counterparts, with only 2% of mobile consumers clicking on beer, and even fewer on meat and produce.

And yet despite the high level of enthusiasm reserved for beer, customers ultimately were 64% more likely to convert on… produce, marking perhaps the stats of a new era of healthy game night snacking?