Food & beverage brands target gamers with new products
Trend - 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 - 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.
Insight - 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.
Workshop Question - How is your brand catering to emerging subcultural audiences?
Trend Themes
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Esports-focused Products — As the esports industry continues to grow, brands are creating products that focus on this niche to reach the gaming community.
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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.
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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
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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.
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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.
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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.
