Food brands are entering the eSports industry with more nutritious options
Trend - Performance beverages are common in the eSports space and now, food brands are engaging the industry with food and snack options that target the gaming community. These products claim that they offer cognitive boosts that enhance performance.
Insight - Millennial and Gen Z consumers who are part of the eSports community are interested in improving their performance and excelling in the space. Comparing it to other athletic activities, individuals are deducing that a healthy diet, rest, and general self-care practices can be beneficial in enhancing their mental and physical states, enabling them to have stronger cognition, better focus, and reflexes. As a result, many turn their attention to wellness-minded products.
Insight - Millennial and Gen Z consumers who are part of the eSports community are interested in improving their performance and excelling in the space. Comparing it to other athletic activities, individuals are deducing that a healthy diet, rest, and general self-care practices can be beneficial in enhancing their mental and physical states, enabling them to have stronger cognition, better focus, and reflexes. As a result, many turn their attention to wellness-minded products.
Workshop Question - How might your brand target the eSports consumer through health and wellness?
Trend Themes
1. Performance-boosting Snacks and Drinks - Food and beverage brands are appealing to the needs of eSports players looking to enhance their focus, cognitive abilities and reflexes.
2. Hyper-targeted Health Products - Consumer products are being formulated to meet the specific needs of certain demographics, such as gamers, through ingredients like vitamins, green tea extract, and Lutemax.
3. Partnerships and Collaborations - Companies are joining forces to bring healthy and performance-focused products to eSports players and promoting them through eSports marketing campaigns
Industry Implications
1. Food and Beverage Industry - Food and beverage companies are tapping into the growing eSports industry with performance-boosting snacks and drinks.
2. Sports Nutrition Industry - Sports nutrition companies are developing hyper-targeted health products for eSports players to enhance their mental and physical state.
3. Esports Marketing Industry - Marketing agencies are collaborating with food, beverage, and sports nutrition companies to target and appeal to the growing eSports audience.
