Nutritional Outlook

Nutritional Outlook, April 2018

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NUTRITIONAL OUTLOOK ■ 21 APRIL 2018 know the whole production chain. T ey're demanding truth and transparency in adver- tising, and I think that's going to be the norm going forward." Lovett says that digital media is increas- ingly becoming an important platform for sports drinks brands, with inf uencer mar- keting in particular serving as an essential strategy: "Inf uencer marketing is critical, especially for targeting Millennials. Sports drinks are marketed at Gen X and Millennial consumers, and those are the kinds of con- sumers who are following these inf uencers." Trend #7: Nootropic Drinks Market Starting to Take Shape T e nootropic drinks industry is starting to grow, with a focus on the eSports niche. Lovett says that this industry growth is a ref ection of a larger trend. "Brain-health supplements for competitive gamers is an emerging niche market," she states. "We've seen more inquiries in the last six months to gear our citicoline supplement more toward gamers. It's not just nootropic sports drinks; it's nootropic supplements, period," that are gaining popularity. Tonkin says that marketing to eSports gamers is complicated, and a successful nootropic-drink-for-gamers strategy will in- volve out-marketing the energy drinks that have already penetrated the market while also appealing to the gamers themselves. "Most of these gamers are Millennials, who want to f nd things for themselves that they can call their own. It's a convoluted market- ing game; it's almost like an underground network. Everyone is looking for the next Mecca, and I don't think anything on the market is there yet," Tonkin states. He says that despite the marketing chal- lenges, though, nootropic drinks for profes- sional gamers is starting to see growth as a niche. While the eSports market has typically been the domain of energy drink brands like Red Bull and Monster Energy, newer, more specialized brands like m4k eSports, Run- time, and GFUEL are starting to develop products specif cally designed for profes- sional gamers. But it's not just eSports and professional gamers that are fueling the growth of noo- tropic drinks. Brain-health and mental- performance supplements are growing in popularity among students, entrepreneurs, scientists, and those employed in high- pressure environments where there's often an oppressive demand to succeed. 1 Lovett says the next big opportunities in sports drinks will involve formulations tai- lored toward mental energy and focus: "Men- tal energy and focus speaks to every area of sports nutrition. It appeals to the competitive gamers, the golfers, the professional runners, the basketball players, and even the body- building industry. Mental clarity and energy are critical to helping them win." Niche Products, Innovative Marketing the Key to Success T e sports drinks market is continuing to diversify according to functional benef ts, with nootropics, probiotics, detoxif cation, and cardiovascular support serving as some of the most popular emerging niches. Manu- facturers are also facing pressure to create healthier sports drinks with reduced sugar content to appeal to health-conscious con- sumers. Experts say that the industry's next evolution will require brands to niche down, create new functional products, and market those products in an innovative way. Reference 1. Brühl A et al. "Drugs, games, and devices for enhancing cognition: Implications for work and society." Annals of the New York Acad- emy of Sciences, vol. 1369, no. 1 (April 2016): 195–217 ADVERTISER INDEX Mike Straus is a freelance journalist living in Kelowna, BC, Canada. He has written for publications including Canadian Chi- ropractor, Massage T erapy Canada, and Iconic Concierge Vancouver. IFC. . . . . . . . . . . . Bioenergy Life Science Inc. . . . . . . . . . . www.bioenergyribose.com . . . . . . . . . . . . . . . . . . 763/757-0032 19 . . . . . . . . . . . . Biova . . . . . . . . . . . . . . . . . . . . . . . . . . . www.biova.com . . . . . . . . . . . . . . . . . . . . . . . . . . . 877/682-2673 11 . . . . . . . . . . . . FutureCeuticals . . . . . . . . . . . . . . . . . . . www.futureceuticals.com . . . . . . . . . . . . . . . . . . 888/452-6853 5 . . . . . . . . . . . . . International Dehydrated Foods Inc . . www.idf.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 800/641-6509 BC . . . . . . . . . . . . NSF International . . . . . . . . . . . . . . . . . www.nsf.org . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 734/827-6856 17 . . . . . . . . . . . . Nutrition 21. . . . . . . . . . . . . . . . . . . . . . www.nutrition21.com . . . . . . . . . . . . . . . . . . . . . . 914/701-4500 8-9 . . . . . . . . . . . Sabinsa Corp.. . . . . . . . . . . . . . . . . . . . . www.sabinsa.com . . . . . . . . . . . . . . . . . . . . . . . . . 732/777-1111

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