Combined, the global gaming and esports markets are worth billions of dollars, with more and more food and beverage manufacturers vying for a piece of the action. Products that claim health benefits such as enhanced performance, focus and memory are driving this formidable industry. FoodBev spoke to some of the companies looking to level up their offerings to this unique community.
The world of gaming has changed, and along with it, the nutritional demands of both amateur and professional gamers. Unhealthy snacks, sugary beverages and takeaway meals could well be a thing of the past for the ardent gamer.
“Gamers today are not your stereotypical sit in a dark basement and play video games all day,” David Despain, director, nutrition science and communications at The Bountiful Company, told FoodBev. “They are discovering the importance of living a healthy lifestyle to compete at the highest level, they are paying attention to what they eat and drink, and exercising more.”
Similar to any type of athlete, nutrition plays a crucial role in a gamer’s performance, with many realising just how important functional consumables are to their gameplay.
Beneo’s Konstantin Grissmer, product manager of functional carbohydrates, agrees, adding that: “As interest in esports continues to rise, this is an area that’s prime for sports nutrition. As with other more traditional sports, performance and endurance are key for esports athletes, opening up a whole new audience for sports nutrition manufacturers.”
Skyler Johnson at CTRL (Catered to Real Life) – which creates meal replacement shakes geared towards gamers – also sees the benefit in providing healthier options: “Coming from the streamer/digital content creator world, I noticed those who focused on long streams, content grinds and even those competing at a professional level were seeing both their nutrition and bank accounts take a hit”.
He continued: “By the time you place a food order, with the fees and tax you’ve ended up spending well above an average meal price”.
According to ResearchAndMarkets.com, the gaming sector reached a value of $167.9 billion in 2020 and is projected to reach $287.1 billion by 2026, exhibiting a CAGR of 9.24% during 2021-2026. Many food and beverage manufacturers are vying for a piece of the action.
Revolutionised by advanced graphics, as well as improved worldwide interactivity and connectivity, the gaming sector has witnessed a surge in interest – from those playing game apps on their mobile devices during their commute to work, to the hardcore, committed leagues competing for cash prizes.
Grissmer also puts this surge of interest down to the Covid-19 pandemic, which he says has “accelerated the trend in egaming with a significant increase in gamer numbers – especially in the US, France, UK and German markets”.
As gaming and esports become increasingly competitive, eathletes are under pressure to perform at their very best 24/7. As a result, many are seeking out products that will help them to excel.
“This target audience has diverse needs, both mental and physical – from improved concentration to help them react quickly, through to alleviating back and neck pain,
© FoodBev Media Ltd 2024
