Midnight Munchies, Match-Night Snack Boards & 1 AM Cravings: How India Ordered During the Football World Cup Final
~Instamart data shows football fans turned the football World Cup final into an all-night house party, with snack spreads, instant meals and refreshing beverages dominating carts~
| Iced tea and kombucha surged 147%, making them the night’s fastest-growing beveragesThe second half (1:31–2:15 AM) saw the biggest hunger rushChips + namkeen remained India’s favourite football pairingInstant noodles were the go-to meal for fans who didn’t want to miss a minute of the action\Hosur recorded the biggest spike in finals-night orders (+41.9%). |
Chennai: When the football World Cup final kicked off after midnight in India, football fans weren’t just glued to their screens; they were busy building the ultimate match-night snack spread. Instamart, India’s pioneering quick commerce platform, observed a significant surge in late-night orders compared to a typical Sunday, with larger basket sizes suggesting consumers were stocking up for the full 90 minutes (and perhaps extra time), rather than making last-minute top-ups.
Football fever wasn’t just a metro story
The biggest spike in orders wasn’t limited to India’s largest cities. Emerging football-loving towns like Hosur, Tirunelveli, Jodhpur, Sonipat, Roorkee, Kozhikode, Lonavala, Pallakad, Guwahati, Bilaspur, recorded the strongest growth over a regular weekend, showing that the excitement around the World Cup final stretched far beyond the metros. Bengaluru saw some of the highest basket values on finals night, suggesting fans stocked up for group screenings.
Instant noodles emerged as the clear winner among ready-to-eat meals, becoming the go-to choice for viewers looking to grab a quick bite without missing a single minute of the action.
Chips, namkeen and popcorn stole the show
Some match-day rituals never change. Chips and namkeens remained India’s favourite football companions, while popcorn, cakes and cream biscuits completed the perfect watch-party spread. But this year, what beverages fans consumed told an interesting story. Alongside colas, iced tea, kombucha, other better-for-you beverages recorded the sharpest growth, suggesting many viewers were opting for lighter alternatives during the late-night kickoff.
The biggest cravings arrived after kick-off
The shopping didn’t stop once the referee blew the whistle. Orders continued climbing through the first half, peaking around 1 AM.
About Instamart
Launched in August 2020, Instamart is India’s pioneering quick commerce platform. Present in 131+ cities, Instamart has superior technology and a dedicated delivery fleet to bring groceries and other daily essentials to the doorsteps of Indians.