Game on: Beneo, Gelita and AstaReal spotlight e-sports as a rising market for food and supplement NPD

20 Jan 2021 --- The rising e-sports segment is fertile ground for innovative functional food and beverage NPD. Beneo, Gelita and AstaReal spotlight the space’s emerging market potential.

E-sports is no longer a niche market. In 2019, it generated revenue of more than US$950 million, the companies say. The COVID-19 pandemic has further spurred its development as playing video games is a common pastime for consumers in lockdown.

“Markets with a great potential for product concepts in e-sports definitely include those, where the technological requirements are met and where e-sports are already meet high approval, like Asia and North America,” Oliver Wolf, head of B2B marketing (global) at Gelita, tells NutritionInsight.

“There is a strong potential for growth and NPD in Europe and even in the US market, which is already well-established. This is due to COVID-19, which has further spurred the development of e-sports and gaming,” Andie Long, marketing & sales manager at AstaReal, tells NutritionInsight.

“Even if not all gamers pursue their hobby at a competitive level, the fact that premium names like BMW, SAP, Pringles and Volvic sponsor e-sports teams and virtual soccer leagues makes it clear how important this sector has become. The global audience for e-sports counted around 443 million people in 2019,” says Thomas Schmidt, marketing director at Beneo.

Casual gamers or athletes?
In the field of sports nutrition and energy drinks, in particular, the gaming community is an important target group. As with other athletes, performance and endurance are key for e-athletes – and manufacturers of functional foods and nutritional supplements can tap into new audiences here.

“Among e-gamers – no matter if amateur or professional – a shift in perspective can be observed. Many of them no longer want to be viewed as gamers only. Rather they want to be recognized as athletes. So, product concepts should be aimed at casual gamers – so-called gaming enthusiasts – and professional gamers alike,” Gelita’s Wolf says.

E-sports is no longer a niche market. In 2019, it generated revenue of more than US$950 million.

Just like in traditional sports, e-athletes have to be able to perform at their best during competitions – the expectations of sponsors and fans are huge, and so are the athletes’ demands on their own performance. 

Thus, many gamers are looking for products with additional health benefits and scientific backing. They have diverse requirements, from better concentration and reactivity to the prevention of wear and tear. 

“Casual players often experience the same problems as professional players, such as fatigue, headache and irritated eyes. In addition, the group of casual players is a big audience as well. Therefore, amateur competition is also a platform for commercial revenue,” Astareal’s Long explains.

Functional ingredients for e-sports
There are still relatively few products in this area, compared to the myriad of e-athlete demands, according to Wolf. 

“Gelita’s Bioactive Collagen Peptides (BCP) Tendoforte has, for instance, been scientifically tested for years in the field of sports nutrition and are equally suitable for use in the e-sports sector,” he notes.

Many manufacturers rely on their products delivering a quick kick via rapidly available carbohydrates such as maltodextrin, sucrose or glucose syrup in combination with caffeine or taurine, details Beneo’s Schmidt. 

“However, this is suboptimal if you need power for a longer period of time and have to remain focused. Carbohydrates such as Palatinose, on the other hand, offer a balanced supply of glucose as an energy source. In addition, scientists have found that the special way Palatinose provides energy can enhance a person’s mood and memory skills,” he says.

Astaxanthin for the win
“Many games also require an enormous degree of tactical understanding, quick judgment and heightened attention span. An e-athlete’s diet should therefore be similar to that of other competitive sportspeople and include nutrients such as natural astaxanthin, which improves concentration as well as physical and mental fatigue.” 

Performance and endurance are key for e-athletes – and manufacturers of functional foods and nutritional supplements can tap into new audiences here. Astaxanthin from the microalgae Haematococcus pluvialis is one of those antioxidants that are able to cross the blood-brain barrier. According to studies, AstaReal astaxanthin contributes to better concentration, memory and mental agility. In addition, it is able to alleviate the unpleasant side effects of prolonged screen time, such as irritated eyes. 

Taste is king and applications
Whether it’s energy or sports drinks, shots, sachets, capsules, gummies or functional foods, the possible dosage forms for e-athlete nutrition are diverse. 

Holistic solutions are also a very promising route for this target group, says Gelita’s Wolf. 

“From prevention to performance optimization to better regeneration, numerous positionings and combinations of active ingredients are possible. Product ranges that specifically support gamers before, during and after competition can be developed, too.” Beneo’s Schmidt adds.  

As far as taste goes, taste preferences vary broadly amongst countries, according to Long. “Therefore, having a versatile product with taste and dosage form capabilities is important. Astaxanthin is versatile and can be combined with a broad range of ingredients and flavors from classic berry flavors to more exotic variants.”

Wolf explains that in product concepts aimed at e-athletes, taste shouldn’t be underestimated and may be one of the most important deciding factors – together with the effectiveness of the product. 

“Collagen peptides influence neither the taste nor the smell of the final product, which means they are compatible with every possible flavor. As e-athletes tend to be younger, they possibly prefer both fancier flavors, like different kinds of fruits but also more nostalgic flavors like chocolate and caramel,” Wolf concludes.

By Kristiana Lalou