INDUSTRY TALK
The influence of sportification on
the F&B industry
In the past, sports nutrition products were aimed at a very small target group with very special dietary needs. However, living healthily in the 21st century is strongly connected to an active lifestyle and this has given rise to a new trend: sportification. As part of this trend, a growing number of mainstream consumers are showing strong interest in sportified products. Food Review recently spoke to Konstantin Grissmer, product manager of functional carbohydrates at Beneo about this rising trend.
Q: What is the definition of sports nutrition
whole new audience for sports nutrition
Q: Which flavours are doing
and how has this changed in recent years?
manufacturers.
particularly well? The classic format for gamers is still the
There are two main drivers in the market for sportified foods. Firstly, sports nutrition
Q: Why has Beneo decided to target the
energy drink with 63% of gaming nutrition
is becoming more mainstream through
gaming/e-sports communities?
products being either powder or ready-
a variety of different food applications,
With e-sports growing to be big business
to-drink energy drinks. 28% of gaming
allowing brands to target lifestyle users
across the globe, e-athletes are under
products are capsules, tablets or gummies
of sportified products. Secondly, regular
enormous pressure to perform at their
and the remaining 9% can be anything else
foods, such as snack brands, are becoming
best and many are seeking out products
like bars or meal replacement powders.
sportive, enabling them to reach an
that will help them excel. This target
In terms of flavours, a lot of them are
additional target group of occasionally
audience has diverse needs, both mental
fruit-based, but they are generally more
active consumers. This double-pronged
and physical, from improved concentration
exciting than the standard single fruit
approach to engaging consumers in sports
to help them react quickly, through to
flavour that we know from other beverages.
nutrition means that it increasingly holds
alleviating back and neck pain, fatigue and
Often the name of the flavour is a made-
appeal to all consumers, regardless of how
headaches, caused from being in front of a
up name that has a certain meaning in
active they may be.
screen for prolonged periods of time. The
the gaming world or just something that
same can be said for the growing number
can appeal to gamers specifically without
of “improving performance” is still the
of leisure gamers who aspire to boost their
giving away the actual flavour of the
underlying idea today, but loses its
performance in a similar way to e-athletes,
product, such as “Hulk Juice” or “Dark
emphasis the more the sports nutrition
just like in traditional sports. With this
Savage”. Having said that, fruit flavours
industry also targets active people, as
in mind, we see a big opportunity for
with a little twist, like “Cherry Storm” or
opposed to being an elite platform only.
manufacturers to tap into this rising trend
“Sour Grape Ape” or traditional beverage
Despite this, products and brands still
for e-sports using our ingredients to help
flavours like “Peach Iced Tea” are also not
tend to be defined by elite athletes, whose
improve performance, while also delivering
uncommon.
association with a product endorses its
mainstream appeal.
The classic sports nutrition principle
Q: What are the challenges surrounding
relevance. Q: What ingredients are you using
nutrition in this industry? How is Beneo
Q: What is currently trending in the
and why?
helping to overcome these?
gaming/e-sports industry, particularly
While many manufacturers continue to
A particular challenge faced as an industry
when it comes to food and beverage
develop products that offer a quick energy
that will continue to grow in importance
demands?
boost via rapidly available carbohydrates
over the coming year is that sportified
COVID-19 has accelerated the trend in
such as maltodextrin, sucrose or glucose
products should be for everybody, not
e-gaming with a significant increase in
syrup in combination with caffeine or
just for athletes. Most popular sports
gamer numbers as a result of the pandemic
taurine, this will not deliver the sustained
nutrition drinks on the market today
– especially in the USA, France, UK and
energy e-athletes need to maintain
have been designed to increase energy
German markets . According to Mintel, the
concentration for a long period of time.
during exercise, therefore these products
market for gaming in Europe experienced
However, alternative carbohydrates
traditionally contain high glycaemic
a 7% year-on-year growth in 2020 and
like Palatinose offer a balanced supply
carbohydrates like maltodextrin, glucose
generated $33billon.
of glucose energy to help them to stay
syrup and sucrose. These carbohydrates
As interest in e-sports continues to
focused. Scientists have also found that
release glucose into the bloodstream at a
rise, this is an area that’s prime for sports
products containing Palatinose can help
fast rate and this is fine for those in need
nutrition. As with other more traditional
enhance a person’s mood and memory skills
of instant energy for intensive athletic
sports, performance and endurance are
- two very important factors when it comes
training, such as sprinting. However, for
key for e-sports athletes, opening up a
to e-sports.
casual fitness users looking to tone their
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September 2021 | FOOD RE VIEW
