Examination of the dietary supplement market and consumer behavior in Hungary : a comparison of generations and athlete groups

Mázk, Laura (2025) Examination of the dietary supplement market and consumer behavior in Hungary : a comparison of generations and athlete groups. GRADUS, 12 (2). ISSN 2064-8014

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Abstract

The primary aim of this article is to provide a comprehensive examination of the sports nutrition supplements market, with particular attention to Hungarian consumer habits and to compare four major companies that are dominant in Hungary. The demand for sports nutrition supplements has significantly increased in recent years, which is closely linked to the growing interest in a healthy lifestyle and regular physical activity. As demand has expanded, more companies have entered the market, which has intensified competition and broadened an already diverse range of products. Prominent players in the domestic market include BioTechUSA, Scitec Nutrition, MyProtein and Nutriversum, whose marketing activities have significant impact on consumer decisions. In my analysis, I examine consumer behavior across different age groups, employment statuses, and income levels, with a focus on how these groups relate to the sports supplements market and their use of such products. As part of my primary research, I conducted a questionnaire-based survey to explore purchasing habits and consumer preferences. The results of my study may contribute to a better understanding of the characteristics of the Hungarian sports nutrition supplements market.

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