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Gender-Specific Marketing Strategies Used By Sports Supplements: A Descriptive Study, Anna M. Cosgrove, Cori Lorts, Lynda B. Ransdell

International Journal of Physical Activity and Health

While the use of sports supplements is common among athletes and active adults, the marketing strategies used by these sports supplement manufacturers remain unknown—especially relative to active and athletic women. This descriptive study aims to describe marketing strategies used, such as color choices, structure function claims, and picture choice, and analyze if there are gender-specific differences within the strategies. A total of 100 best-selling sports supplements were selected from three separate third-party websites. Food products, accessories, and kitchen appliances were excluded. Supplement main webpages and sports supplement-specific webpages were explored to determine which marketing strategies were used and if there …