Nearly three‑quarters of UK shoppers changed what they ate and drank during the recent heatwave, as extreme temperatures and the World Cup combined to reshape food choices, shopping habits and social occasions, according to new IGD ShopperVista research.

The findings show that while hot weather traditionally boosts outdoor socialising, this heatwave had a more disruptive effect. Almost half of shoppers (47%) said they did not enjoy the high temperatures, and 56% chose to stay at home rather than venture out. As conditions rose beyond comfort levels, behaviour shifted towards keeping cool, conserving energy and avoiding cooking.

Seventy‑one per cent of shoppers changed their usual food choices, with lighter meals dominating. Reduced appetites (69%) and reluctance to cook (67%) drove demand for chilled, easy‑to‑prepare options. Sales of salads and chilled sides rose as 44% bought more than usual, while 25% turned to convenient ready meals and “picky bits”.

Hydration became a priority for 90% of shoppers. Soft drinks purchases increased for 47%, bottled water for 37%, and ice cream and lollies saw the biggest uplift, with 64% buying more. Fresh fruit also performed strongly, with 42% purchasing more during the heatwave. Alcohol sales rose modestly overall (14%), but spiked to 24% among 18–24‑year‑olds.

Hot weather also triggered more reactive shopping behaviour: 62% said it changed how they shop, and 22% made more impulse purchases. Convenience stores and quick‑commerce services benefited as shoppers sought last‑minute drinks, snacks and heatwave essentials without travelling far.

The World Cup intensified occasion‑led behaviour. Seventy per cent followed the tournament — higher than pre‑event expectations — and late match timings shaped celebrations for 64% of fans. England vs Argentina became the biggest at‑home viewing moment, with 80% watching live at home. Alcohol purchasing rose for 42% of followers, climbing to 63% among younger adults.

IGD analyst Annie McGoff said businesses need to flex availability, merchandising and promotions around chilled, refreshing and at‑home occasion products. She added that stronger supply‑chain resilience will be increasingly important as extreme weather becomes more frequent.