E-sports space gearing up for opportunities amid increasing demands
08 Aug 2022 --- E-gamers are demanding a slew of nutritional benefits for supplements, which is seeing the space catching up with the traditional sports and athletic performance segment. Now, e-sports is brimming with consumers seeking products that can be easily integrated into their routine.
Ahead of a Lonza webinar titled E-sports: How nutrition brands can get in the game, NutritionInsight speaks to Lindsey Toth, global marketing director for the company’s Capsules & Health Ingredients, on the developments across the space.
“Just as in traditional sports, e-sports athletes work hard to reach peak physical and mental performance, bringing in a new, fast-growing group of consumers seeking support to reach their gaming goals for nutrition brands.”
No longer a niche
Casual gamers love their sport as much as the most passionate followers of traditional athletics or sports teams, Toth underscores. In a bid to succeed at high-level gaming, e-sports athletes put intense physical demands on their bodies, including grueling practice sessions lasting hours each day.
“Gaming is no longer seen as a niche pursuit for teens – most of the world’s 2.8 billion gamers are adults who have more in common with the average sports fan.”
E-gamers also enhance their training by prioritizing a healthy lifestyle and proper nutrition, Toth adds.
“Their fans and budding amateurs understand the need to do the same. Supplement support for performance, injury prevention, and recovery are considered essential by star players and their trainers, and therefore it is also highly valued by e-sports hopefuls and casual gamers.”
E-gaming holds potential for an array of segments including cognition and eye health.Hassle-free format
According to research carried out by Lonza, 53% of gamers are looking for more natural products, while 47% are interested in clean label products. Scientific proof of efficacy is also critical for as many as 45% of e-sports nutrition consumers.
“More than most consumers, gamers are on the lookout for products that are easy to build into a busy routine. Specifically, research showed that 87% of gamers look for products that are easy to use, portable, easy to swallow, and have a neutral or pleasant taste and aroma,” Toth explains.
When asked how likely they would be to take different dosage forms, over two-thirds (67%) of consumers interested in e-sports nutrition would choose gummy or chewable formats, while over half (51%) would choose a capsule.
“These dosage forms are both well-established in offering a hassle-free user experience. This presents an opportunity for brands to leverage science-backed ingredients to appeal to this new and growing consumer base across a wide variety of dosage forms—as long as convenience remains at the heart of their innovation.”
Crossover benefits
Toth unveils there are a number of key nutrition benefits that gamers crave, including improved brain power, energy support, and solutions for joint health.
“These closely align with the needs of active nutrition consumers, meaning that science-backed ingredients that are popular with this demographic can easily crossover into the e-sports space.”
The webinar will be hosted on August 16 at 4pm CEST, registration is possible through this link.
By Andria Kades
