# eSports Performance Brands offer beverages that claim to enhance eSports-based performances. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jul 29, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/esports-performance ## Key Figures - Trend score: 4.2/10 - Evidence articles: 4 ## What is the eSports Performance trend? **eSports Performance:** Beverage brands are targeting the eSports industry with drinks that claim to boost users' performances while gaming, whether with energy boosts or with cognitive enhancements. These items reveal how branding on relatively standard items can be transformed to suit the perceived needs of more specific–but still vast–consumer segments. ## The consumer insight behind the eSports Performance trend Research has shown that the average human's attention span is shortening, which in-part explains the growing use of natural cognitive enhancers in everything from professional to recreational activities. The promise of boosting one's cognitive functions--and as a result, focus on the task at hand--allows consumers some peace of mind that any activity they partake in, they're maintaining productivity in a way that's not detrimental to their health. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 26, 2019 to Mar 26, 2020 - Published: Jul 29, 2019 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the eSports Performance trend ### Gaming Performance Enhancing Beverages Brands are offering beverages that claim to enhance gaming-based performances with energy boosts or cognitive enhancements, transforming branding on standard items to suit perceived needs of vast consumer segments. ### Personalized Gaming Fuel Products With the rise of eSports and intense gaming sessions, everything from beverages to apparel are being reworked to target the specific needs of gamers who desire high-performance products customized for gaming sessions. ### Compact and Convenient Gaming Boosters Brands are offering compact options like gaming booster gels that provide quick and convenient energy boosts, providing an alternative to traditional energy drinks and powdered mixes already specific to the gaming industry. ## What the eSports Performance trend means for industry ### For Food and Beverage Beverage brands are targeting the eSports industry with products specifically designed to boost performances of gamers and enhance their focus and energy levels. ### For Sports Apparel Sports apparel brands are offering clothing specifically designed for gamers, with features such as moisture-wicking fabric and cooling technology that cater to the unique needs of gamers during intense gaming sessions. ### For Health Supplements Health supplement brands are offering natural cognitive enhancers and other supplements that specifically cater to the need for focus and sustained productivity in professional and recreational gaming. ## Workshop question How could your brand aid in the productivity of its customers or employees? ## Trend signals for eSports Performance Trend score 4.2 out of 10, from popularity 64%, activity 55%, freshness 9%. - Popularity: 64% - Activity: 55% - Freshness: 9% ## Examples of the eSports Performance trend 4 featured examples from Apr 26, 2019 to Mar 26, 2020. - [Energizing eSports Drinks](https://www.trendhunter.com/trends/the-official-energy-drink-of-esports): Ready-to-Drink G Fuel is the Official Energy Drink of eSports (Category: Lifestyle) Implication: The introduction of ready-to-drink energy formulas specifically targeted at gamers opens up a disruptive innovation opportunity in the beverage industry. - [Gaming Booster Gels](https://www.trendhunter.com/trends/booster-gel): Morinaga's In Game Booster Boasts Vitamin A & Amino Acids to Energize Gamers (Category: Lifestyle) Implication: Beverage brands can explore creating products similar to Morinaga's In Game Booster, but with different flavors or added nutritional supplements to cater to the unique needs of ga… - [Gamer-Targeted Energy Drinks](https://www.trendhunter.com/trends/cans-of-energy-drinks): Red Bull's Cans of Energy Drinks Feature Images of the Gamer Ninja (Category: Lifestyle) Implication: Energy drink companies can leverage the growth of the eSports industry by creating gamer-targeted products like Red Bull's Ninja-branded cans. - [eSports-Fueling Performance Drinks](https://www.trendhunter.com/trends/respawn-by-razer): The RESPAWN by Razer was Made by Gamers for Gamers (Category: Tech) Implication: Disruptive innovation opportunity to develop specialized drinks for eSports athletes. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)