Category
Lifestyle
Edible Occasions
Trend cluster
Category
Culinary
Esports
Food & beverage brands target gamers with new products.
4.3
Trend score
Trend
What is the Culinary Esports trend?
Culinary Esports: As the esports industry continues to grow, brands are creating products that focus on this niche - but expanding audience. Brands leverage various tactics to reach the gaming community, for example, gamers that desire more focus look for product ingredients that promote cognitive stamina, or for gamers who enjoy snacking while they play, brands focus on convenient packaging.
Insight
The consumer insight behind the Culinary Esports trend
Oftentimes, today's consumer will attach themselves to specific interests that can quickly and effectively communicate their personal brand. This creates a stronger attachment to said interests, which subsequently influences things like their purchasing decisions across categories, or even the behavioral tribes they associate with. Ultimately, these social media-focused consumers view hobbies and interests as a part of their identity, not just a way to pass the time.
Trend themes
Themes within the Culinary Esports trend
Three behaviours holding the trend together01
Esports-Focused Products
As the esports industry continues to grow, brands are creating products that focus on this niche to reach the gaming community.
02
Functional Food and Beverage
Brands are leveraging product ingredients that promote cognitive stamina or focus and convenient packaging to meet the needs of information age consumers.
03
Hybrid Product Development
In order to meet specific, identified needs of consumers, different industries are collaborating to develop hybrid products for niche markets.
Industry implications
What the Culinary Esports trend means for industry
Where the trend changes the playbookFor
Food & Beverage
This industry is taking cues from the esports industry, developing functional foods and beverages that cater specifically to gamers and their specific energy and nutritional needs.
For
Gaming & Esports
With the growing popularity and size of the esports industry, there is now a growing demand for products tailored to the esports community.
For
Consumer Packaged Goods
By collaborating with the gaming and esports industry, there is an opportunity for CPG brands to develop product offerings that are more tailored and relevant to their consumers.
Workshop question
How is your brand catering to emerging subcultural audiences?
Trend signals
Trend signals for Culinary Esports
Trend score 4.3 out of 10, from popularity 71%, activity 49%, freshness 8%.
Popularity71%
Activity49%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Culinary Esports trend
5 featured examples from Feb 9, 2017 to Feb 18, 2019CategoryTech
eSports-Focused Foods
Runtime is a eSports Nutrition Company That Supports Peak Player Performance
Disruptive innovation opportunity for the nutritional supplement industry to develop and market products specifically designed for esports athletes.
CategoryLifestyle
Valentine's Gamer Drinks
'Pink Grapefruit G Fuel' is an eSports Energy Drink for February 14th
The eSports industry is a growing market with a young and tech-savvy audience that is open to trying new gaming-related products, including energy drinks.
CategoryMarketing
Finger-Cleaning Snack Bags
The Doritos Towel Bag is Made of Towel Fabric to Clean "Dorito Fingers"
Innovation opportunities in creating sustainable and hygienic food packaging made of innovative materials for portable snacks.
CategoryTech
Energy Boosting Gamer Beverages
The MTN Dew Amp Game Fuel Comes in Four Flavor Options
Incorporating energy drinks into the beverage industry to meet the unique needs and preferences of gamers.
CategoryLifestyle
Portable Meat Bites
Hormel is Expanding Its REV Brand with Meat and Cheese Bites
The snack industry can explore the potential of bite-sized meat and cheese snacks as a convenient and protein-rich option for consumers.
