World Cup watch parties offer home entertaining possibilities

World Cup watch parties offer a perfect opportunity for soccer fans to entertain at home — and a chance for housewares makers to capitalize on that shared experience by promoting items like serveware, cookware and grilling tools, according to Circana Vice President and Senior Home Analyst Joe Derochowski.

According to Circana, a market research firm, 22% of consumers following the Word Cup games plan on attending or hosting watch-party events with friends and family as an alternative to attending the matches in person.

During the first five months of 2026, consumer demand for housewares products was down 11% compared to last year, Circana said, while grill accessory unit sales are down almost 17%.

However, “the energy surrounding these big sporting events has the potential to activate new interest and demand across many home product categories, if consumers are presented with the right message,” Derochowski said in a blog post.

He said consumers can create meaningful moments with friends and family at home watching the games by turning everyday housewares into “essential tools for memorable events.” He highlighted team-branded beverageware and glassware for tapping into fan identity, and grilling tools, serveware and food storage to support “the full arc of entertaining.”

“For brands, the strategy is clear,” Derochowski wrote. “Align with cultural moments, emphasize versatility, and speak to the emotional value of connection.”