Wells Fargo Super Bowl Food Report

Presented by Dr. Michael Swanson, Chief Agricultural Economist; Robin Wenzel, Head of Wells Fargo Agri-Food Institute; and Courtney Schmidt, Agri-Food Institute Sector Manager

Affordability is front and center for Super Bowl 2026, making it a win for hosts and fans alike. Wells Fargo’s Agri-Food Institute found hosting the Big Game this year will cost about $140* for ten hungry and thirsty fans, up slightly from last year’s $138, a 1.6% increase, but relative to the latest CPI for Food at Home (2.4%) still a good value.^, While prices have crept up, the good news is that average hourly wages have risen 3.8% to $31.99, giving party throwers more room to celebrate without breaking the bank.

Wing It for the Win: Chicken Rules the Protein Playbook

For fans looking for the ultimate game-day protein, chicken wings are the all-star. Retail prices for fresh wings are down 2.8% year-over-year, with a four-week moving average from Circana of $3.47 per pound. That’s a winning price that makes wings a smart play for the Big Game menu. This dip in cost comes thanks to U.S. broiler producers boosting domestic production by 2.2% in 2025, aided by lower feed costs. Bottom line: wings are a bargain this year, giving hosts room to serve an even bigger spread.

However, shrimp, a party tray favorite, leads price increases with an 8.1% jump to $9.10 per pound at retail according to Circana. Surprisingly, that’s still cheaper than beef, which averages $10.08 per pound according to USDA amid ongoing supply challenges. Why the shrimp spike? Global surplus has faded, and imports from multiple countries are returning to more normal levels and pricing. It’s a coach’s call, but shrimp remains a star player, even at a higher price.

Game Day Isn’t Complete Without the Veggie Defense

There is a lot more to offer than just the shrimp and chicken wings, don’t forget guests will want veggies. This year, the “defensive line” of fresh vegetables is seeing noticeable price hikes including cherry tomatoes up 2%, celery up 2.6% and broccoli and cauliflower up 4%.

Fresh produce prices are notoriously volatile. Last year’s bumper crop and extra acreage drove prices down, but those savings have disappeared. Tighter supply and stronger demand have pushed costs back toward long-term averages. Even with these increases, veggies remain an essential part of the lineup for a balanced spread.

Dip Costs Are on the Up, But Fans Still Take the Plunge

Don’t forget the dips for those crunchy veggies. Salsa is up 1.7% and onion-flavored dips up 1.5%. These increases aren’t about ingredients, they reflect rising labor costs. Food manufacturing wages are up about 4% year-over-year, and according to the USDA Food Dollar Series, wages make up the largest share of food costs.  While farming is highly automated, manufacturing, wholesaling, and retailing still rely on plenty of workers to get those dips to the party table. Bottom line: dips cost a little more, but they’re still essential for game-day snacking.

Snack Attack Champions: Chips, Avocadoes and Frozen Pizza Take the Trophy

Some game-day favorites are helping hold the line on costs this year. Potato chips stayed flat year-over-year, and frozen pizza prices dipped 0.6%, thanks to improved ingredient efficiencies. That’s a win for this year’s menu playbook.

Even better, tortilla chips are down 0.7%, thanks to the largest U.S. corn crop in history, and avocados dropped 2.4%, courtesy of strong supply from Mexico. Garnish the game day spread with red bell peppers and prepared carrots, both down 3.1%, and celebrants have the makings of an affordable, crowd-pleasing lineup. Add nacho cheese dip (holding steady) and feasters are ready for a chips-and-guac touchdown.

Price Blitz: Drinks Are Rushing Downfield

Lastly, don’t forget to stock the cooler. Beer prices are up 1.3% and wine is up 0.5% year-over-year. Both increases come in below the overall food-at-home rise of 1.9%, making these game-day essentials a solid pick for the party roster. Cheers to keeping the celebration affordable.

Call the Winning Play: Smart Shopping Scores a Big Game Feast Without Breaking the Bank

When hosting a Super Bowl party this year, fans who shop smart and plan accordingly can expect to serve up a feast without overspending. Big winners this year include chicken wings, chips, guacamole, and selective veggie trays, offering affordable options that keep the party going.

And while there are some surprising price shifts, they give the “entertainment coach” plenty of options for calling plays that suit both the checkbook and the fans’ favorites. Bottom line: Super Bowl 2026 is still a win for hosts and guests alike.