Cognition and the esports market
One of the most interesting aspects of COVID-19 and sports nutrition is that it has continued to push the boundaries of what is or isn’t sports nutrition, as highlighted by Morgan. Attention is being paid to areas that are not conventionally relevant sports nutrition, cognition, and mental performance among them. Within sport in general, Miller notes that there is more awareness of the need for products that not only support cognitive function and central nervous system responsiveness, but also ‘mood support’ and anti-stress formulations. “A few brands are experimenting with classic aromatherapy botanical ingredients such as lavender, valerian root and lemon balm to combat over-stimulation,” he says. “Most of these tend to be in the form of a ‘night/sleep’ support supplement.”
Kleiner agrees: “Mental energy and focus, as well as decreasing stress and anxiety, and sleep promotion are all key to enhancing physical athletic performance. Products associated with caffeine-like energy but without the side effects, such as theacrine, anti-inflammatories and nitric oxide promoters, are being studied and promoted.”
Cognitive performance, focus and sleep are the concerns of perhaps the biggest sub-category of sports nutrition to gain mainstream attention due to COVID-19: e-sports. Already on the rise prior to the pandemic, COVID-19 has been a defining moment for the esports market. As many sporting events were cancelled and lockdowns have prevented athletes from gathering and training together, esports have filled the demand for social connection and alternative entertainment.
In many ways, there is notable overlap between traditional physical sports nutrition and gaming or esports. Fabian Broich, head of performance at Excel Esports and founder of Achieveminds, believes that there are more similarities than differences between physical and virtual sports. “While athletes run a physical marathon, in esports, players have a mental marathon, almost each day. It’s quite clear that marathon runners need fluid and energy throughout the race, whereas in e-sports the awareness is not there yet.”
Miller agrees there is an undeniable intersection between these categories. “Speed, timing, accuracy, precision and central nervous system recovery between training sessions are basic skills shared universally by athletes, and e-sports athletes are no different,” he says. “The rapid, repetitive actions and split-second, decision-making skills can all be enhanced by nootropic and stimulant formulations. These are dominating the esports nutrition sector at present, borrowing heavily from traditional sports nutrition.”
Nevertheless, many classify gaming as a separate category from traditional physical sports nutrition, encompassing a specific consumer group with individual needs and demands.
Gary Kleinman, co-founder at Skinz.gg, believes that gaming has unique behaviours that need to be addressed. “For example, many gamers have extended gaming sessions that last six to eight hours,” he notes. “This causes discomfort in hands, wrists, backs, necks and shoulders that may not occur in other activities. Additionally, focus and attention—important for traditional athletic endeavours—is arguably even more critical for these sessions”
Traditionally, innovation in e-sports nutrition has leant heavily on the energy drinks sector
How can brands capitalise on these opportunities to support the individual day-to-day nutritional demands of e-athletes on more focused level? De Pelsmaeker believes it is important to raise awareness of the potential role of innovative nutritional supplements, beyond traditional sports nutrition solutions, and their capabilities to fuel mental speed and enhance focus. “Gamers typically spend most of their time sitting in front of a screen, and it is this physical inactivity that can cause joint discomfort,” she notes. “The constant use of a computer mouse or a console joypad can trigger stress for arm and hand joints. The sports nutrition industry therefore has an opportunity to advocate for how nutritional solutions can provide the necessary support to reduce joint discomfort and maintain joint health, as well as create products that address the nutritional needs of gamers.”
Traditionally, innovation in esports nutrition has leant heavily on the energy drinks sector, with many of the leading esports events such as League of Legends being sponsored by brands such as Monster and Red Bull. However, the growing popularity of esports over 2020 has resulted in an increasing number of new product launches by smaller brands targeting differing messaging and ingredient groups. “The expected central nervous system stimulant ingredients feature heavily: caffeine, guarana and taurine,” lists Miller. “Some brands are tapping into adaptogenic ingredients such as Rhodiola rosea or mushroom extracts such as reishi. CBD remains a controversial ingredient and some brands are staying clear to maximise marketability.”
The gamer lifestyle demands supplementation of vitamin D, omega-3, zinc and magnesium
Broich adds that the gamer lifestyle demands supplementation of vitamin D, omega-3, zinc and magnesium. “Additionally, gamers need a good source of glucose, due to the cognitive load and frontal lobe activity,” he explains. While many brands are currently focusing on caffeine, he believes the next challenge will be for an innovative product that enables gamers to keep calm while being alert, so as not to impact athletes’ sleep after an evening competition.
Esports is currently an immature market for nutrition, but Morgan highlights the immense opportunity it provides, noting that it really is only just getting started, and that the speed at which it will move will be fast. Broich agrees: “When we look into the traditional sports market, there are thousands of brands, and it seems oversaturated. In esports, I would have to think for quite a while to name five brands. This is a huge opportunity.”
Kleinman notes, however, the importance of education if we are to realise the esports opportunity within the nutrition industry. “The mere concept of health and wellness in gaming is nascent, and much education is needed for this community to understand the value of supplements that support the unique issues gamers face. In gaming, there needs to be a concerted educational component around the viability of supplements in order to ensure both short- and long-term adoption.”
