Building Trust in Sports' Nutrition and Supplementation for a Strategic Marketing Perspective in Athletic Performance and Recovery
Abstract
The sports supplement market has been booming globally, and there has been a growing acceptance of a performance-based lifestyle. This chapter employs a systematic thematic content analysis. The findings show that building trust in the sports nutrition and supplementation market is essential to engaging athletes who increasingly seek evidence-based products to improve performance and recovery, while navigating the risks of contamination and misinformation. Strategic marketing in this space requires moving beyond hype to demonstrate safety, efficacy, and individualization, particularly as the market matures beyond elite sports into general wellness and active lifestyles.
Fields of Study & Subjects
Muscle metabolism and nutrition
Dietetics
Nutrition
and Education
Doping in Sports
Publication details
- Journal / source
- Nutrition Balance for Athletic Performance and Recovery
- Publisher
- IGI Global Scientific Publishing
- Pages
- 99–128
- Publication date
- 6 May 2026
- Language
- NG
- Document type
- Book chapter