World Cup Spurs Delivery, Retail Boom in Mexico

The FIFA World Cup 2026 drove significant growth in Mexico's food delivery, retail, and hospitality sectors, increasing consumer spending and accelerating digital commerce across major cities. The surge also intensified packaging waste, last-mile delivery emissions, and food waste, prompting businesses to expand sustainable packaging and waste reduction initiatives in response to rising consumer expectations. 

The FIFA World Cup 2026 reshaped consumer spending patterns in Mexico, driving a surge in food delivery, retail sales, and restaurant activity. While the tournament generated significant economic benefits for businesses, it also highlighted the environmental costs of higher packaging consumption, last-mile deliveries, and food waste, prompting calls for more sustainable business practices.

According to DiDi Food, 15.3 million food delivery orders were placed nationwide during the tournament. Between June 11 and July 19, when the World Cup took place, Mexico City recorded the highest activity among the three host cities, with more than 400,000 orders. However, the cities that posted the strongest year-over-year growth were Mexico City, Monterrey, Mexicali, Guadalajara, and Ciudad Juarez.

The most ordered foods nationwide were pizza, Mexican food, chicken and wings, and hamburgers. Throughout the tournament's 39 days and 104 matches, digitalization also reached thousands of businesses, ranging from large companies to family-owned and local establishments, the company reported.

The study What Happens After the World Cup? The Economic Impact on Businesses, conducted by Deloitte, found that a significant share of the tournament's economic impact came from domestic consumer spending, while international tourism contributed to a lesser extent.

According to the consultancy, tourist arrivals fell well below expectations. While Deloitte had projected 836,000 visitors, the final figure reached 494,000, including 296,000 domestic tourists and 198,000 international visitors. Colombia and the United Kingdom were among the leading countries of origin.

To assess the local economic impact, Deloitte conducted an AI-based analysis of purchase intent signals using Google Trends search data to identify how consumer behavior evolved throughout the tournament. The findings show that Mexican National Team matches were the primary driver of consumer spending, with the highest consumption peak occurring during the team's opening match. The food and beverage sector, particularly sports bars and restaurants, generated the largest economic impact, totaling US$584 million, followed by retail with US$433 million.

Retail Boom

Home delivery of retail products also increased during the tournament, with consumers ordering soft drinks, beer, limes, tomatoes, and collectible football sticker packs through DiDi Shop. During Mexico's final match alone, 41,000 orders were placed nationwide, many through neighborhood convenience stores.

Local convenience stores experienced sales growth of between 10% and 15%, according to the National Alliance of Small Merchants (ANPEC). Prepared food vendors, including taco stands, corn vendors, and the wide variety of traditional Mexican street food, also benefited from the surge in demand. Other sectors reporting increased sales included the hotel industry, which estimated that it welcomed 1 million visitors, and the restaurant industry, which reported sales increases of between 5% and 10% during the World Cup.

Cuauhtémoc Rivera, President, ANPEC, says the increase was temporary and directly linked to the tournament, but nonetheless provided an important boost for thousands of small businesses. "The World Cup was a balm for the popular consumer market. It was a welcome economic signal after the difficult first quarter of the year. Whether experiencing the World Cup or not, there is no doubt that it was better to have hosted it," he adds.

Environmental Cost of Delivery

On the downside, the delivery boom during the World Cup season also led to higher levels of pollution associated with consumer purchases, including increased plastic use and disposable packaging. DUA NetZero Consulting notes that major sporting events typically drive significant increases in single-use packaging, food and beverage waste, promotional materials, home deliveries, litter in gathering areas, and operational waste generated at stadiums.

"The 2026 World Cup is a global showcase, but it is also a stress test for corporate climate management. Companies must ask not only how much they sell during the tournament, but also what it costs to operate without environmental traceability in a context where investors, consumers and regulators are paying increasingly close attention to carbon footprints," says Fátima Montiel, Representative, DUA NetZero Consulting.

The challenge represents an opportunity for businesses of all sizes to adopt more environmentally friendly alternatives for packaging and product distribution. According to Bioelements, demand for biodegradable and compostable packaging in the delivery sector doubled in June compared to previous months, indicating that restaurants and food retailers are anticipating greater operational pressure as well as more environmentally conscious consumer demand.

Bioelements also highlights findings from the EY Future Consumer Index, which showed that 79% of Mexican consumers believe companies should generate positive social and environmental outcomes, while 52% pay attention to packaging information when making sustainable purchasing decisions. "What we are seeing is that more businesses understand that packaging also communicates. It reflects efficiency, responsibility and the experience they want to deliver to consumers," the company explains.

The Food Waste Challenge

Food waste is another significant source of environmental pollution. According to the study Putting on the Jersey Against Food Waste, conducted by Cheaf, only one in 10 people accurately estimates how much food they need when hosting gatherings. Meanwhile, 34% admit purchasing extra food because of promotions or bundled offers, while 26% prefer to have leftovers rather than risk running short.

The consequences are reflected in the types of food that are most frequently discarded. Side dishes, including salads, rice, and mashed potatoes, top the list at 52%, followed by bread and tortillas at 44%. Sauces and dressings are also among the most common leftovers from food delivery orders. Cold cuts, packaged snacks, and desserts are frequently overprepared to account for unexpected demand. The problem lies not only in the volume of food wasted but also in the types of products involved, as these complementary items are rarely consumed in full.

"Mexico's matches do not just fill stadiums, they also fill refrigerators, and what isn't eaten that day often ends up in the trash," says Braulio Valenzuela, Country Manager, Cheaf Mexico. He warns that large sporting events intensify unplanned purchasing habits, significantly increasing food waste.

In this context, experts recommend adopting simple practices to reduce environmental impacts. These include planning realistic portion sizes based on the number of guests, preparing shopping lists before the event and avoiding unnecessary "just in case" purchases. They also recommend reusing containers, sharing leftovers with guests and choosing foods that require less packaging.

Another key recommendation is to prioritize donating or rescuing edible surplus food. Experts also advise avoiding oversized combo meals and excessive promotional offers that encourage overconsumption, while promoting waste separation and composting of organic leftovers.