Abstract

Healthy diet and lifestyle are especially important during the COVID-19 pandemic. Therefore, more and more people of all age groups are getting involved into various sports and healthy diets. These factors have boosted the development of the sports nutrition industry. The current situation requires detailed studies of consumer preferences and digital marketing communications. The present research objective was to identify the role of digital marketing communications in sports nutrition.
The study featured the consumer preferences in the market of sports nutrition and included an on-line survey of 500 residents of the Kuzbass Region engaged in various sports. The obtained results underwent statistical, economic, and graphic analyses.
Men aged 18–29 appeared to be the main consumers of sports nutrition in Kuzbass. Most of them (90%) relied on the competent advice from the seller or coach and purchased sports foods in specialized shops or online. The target audience of sports nutrition consumers is expanding, which requires new promotion means. Digital marketing tools proved extremely effective as they bring information to the target audience in a tailored manner via social nets or influential bloggers.
The article contains some recommendations for producers and sellers of sports foods based on the requirements of the main target consumers and their preferences regarding the place of purchase, content, communication channels, etc. The priority is shifting from traditional marketing communication channels to digital ones, i.e. contextual, targeted, and viral advertising, social media promotion, consultations with a shop assistant or a fitness club coach, direct online marketing, sponsorship of various sports events, joint online promotions with fitness club, etc.

Keywords

Nutrition, digital marketing, new media, social media

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