Immersing themselves in the world of video games, millions of players around the world inevitably reach for snacks and drinks. Studies show that 80% of gamers regularly eat or drink during gaming sessions. This widespread phenomenon has long ceased to be just a habit—it has turned into a part of gamer culture, reflecting the characteristics of different countries, ages, and even gender groups.
The scale of the phenomenon makes one think about the reasons for the popularity of snacking among players. Long gaming sessions, the desire to maintain concentration, and the pursuit of comfort form a stable tradition of consuming food and drinks at the computer or console. A global study covered 30 markets worldwide, which made it possible to identify key trends and take into account the diversity of cultural and behavioral characteristics.
How widespread is the consumption of food and drinks among gamers
About 80% of gamers in different countries regularly eat or drink while playing. This habit is typical for representatives of all ages and genders. The mass nature of the phenomenon is explained by a combination of comfort, the duration of gaming sessions, and the features of the gamer lifestyle. The study covered North America, Western Europe, and the APAC region (Asia-Pacific), which made it possible to see both common features and unique differences.
Much also depends on what games gamers play. Calmer entertainment implies a more mindful approach to food. But the more a player worries, the more they eat. Therefore, gambling games lead in the amount of food and drinks consumed during sessions. We found confirmation of this fact in materials from industry websites at the top of search results. Priority was given to sites reviewing the most popular entertainments, such as slots or live casinos, since their study provides the largest sample.
Additional information we found on the site about the Money Time live dealer show. The authors of this site note that live shows always involve more excitement and adrenaline. As a result, the player eats more, and in case of loss, additionally eats to cope with stress. Almost all visitors to live shows demonstrate this behavior, regardless of gender and age. Regional differences in this case also do not matter.
Regional differences reveal the features of gamer habits
A comparison of three key regions—North America, Western Europe, and APAC—shows noticeable differences in gamer habits. In North America and APAC, snacking is more widespread than in Western Europe. On average, in Western Europe, 73% of players regularly eat and drink, while in APAC this figure reaches 84%.
The range of coverage in individual countries varies from 63% to 94%. The greatest spread is observed in APAC:
- India—94% of gamers regularly eat or drink while playing
- Indonesia—93%
- Singapore—65%
- New Zealand—63%
In North America and Western Europe, the level of engagement is more stable, but not as high as in some Asian countries. Such diversity is explained by cultural traditions, the level of urbanization, and the characteristics of leisure.
Gender and age characteristics show unexpected trends
Analyzing gender and age differences, it can be seen that men most often consume food and drinks while playing. This is especially active in the age group from 21 to 35 years. Among female gamers, the most noticeable activity is in the same age category, however, in APAC the largest share falls on girls aged 10–20.
The breakdown by gender and age looks like this:
- Men, 21–35 years old—the most active category in all regions
- Women, 21–35 years old—lead in North America (87%) and Western Europe (78%)
- Women, 10–20 years old—dominate in APAC
- Men make up 55% of all gamers who regularly consume food and drinks
Such differences are related to lifestyle, the duration of gaming sessions, and social habits in different countries.
Product preferences are surprisingly diverse
The choice of snacks and drinks among gamers depends on the region and cultural traditions. In North America and Western Europe, salty snacks (chips, crackers) and carbonated drinks are popular. In Western Europe, sweet drinks are chosen more often, while in North America—salty snacks.
Even greater diversity is observed in APAC:
- Japan and Taiwan—most often choose tea, coffee, and water
- China—salty snacks are in first place (58%), sweets are second (42%)
- In other countries of the region, salty snacks and carbonated drinks dominate
The main preferences look like this in a list:
- Salty snacks (chips, crackers)—favorites in North America and China
- Carbonated drinks—popular in Western Europe and North America
- Tea, coffee, water—lead in Japan and Taiwan
- Sweets—rank second in China
The differences are explained both by product availability and by historically established culinary habits.
Energy drinks and attitude towards brands form a distinct aspect of gamer culture
Energy drinks and beer occupy a special place in the diet of some gamers, especially in APAC. In China and India, 36% and 38% of players respectively regularly drink energy drinks during games. At the same time, in Taiwan and Australia this figure does not exceed 10%.
Attitude towards brands among gamers differs significantly from that of non-gamers. For example:
- In Western Europe, 38% of gamers have a positive attitude towards the Red Bull brand, among non-gamers—only 17%
- In APAC, 55% of gamers are loyal to energy drinks, compared to 45% among others
- A similar trend is observed with the Monster brand
Age and gender characteristics of energy drink and beer consumption are as follows:
- In APAC and North America, energy drinks are most often consumed by gamers aged 31–35
- In Western Europe—youth aged 21–25
- Beer during gameplay is popular among gamers aged 26–40, with this figure being higher among men, especially in North America and Europe
Opportunities for brands open up new horizons
FMCG companies (fast-moving consumer goods) are increasingly paying attention to gamers as a promising audience. Segmentation by age, gender, and region is becoming critically important for successful product promotion. Successful brands use integration into esports, tournament sponsorship, and the creation of themed products.
Difficulties in reaching the young audience are related to the fact that traditional advertising is less effective for them. Analytics and a deep understanding of gamer habits allow brands to find their niche and build long-term relationships with gamers.
Interesting observations and unexpected trends surprise even experts
Some countries stand out compared to others with their unique habits. For example, in Japan and Taiwan, tea and coffee have become the main drinks for gamers, which reminds of tea-drinking traditions as a ritual even in the digital age. In China, sweets rank second after salty snacks, and in India and Indonesia, snacking during games has become an almost universal norm.
Such data turn the map of gamer habits into a true gastronomic kaleidoscope, where each country adds its unique flavor to the global video game culture.
