Análise da motivação e padrões de consumo dos suplementos alimentares mais vendidos e utilizados por praticantes de exercícios resistidos

Abstract

The use of dietary supplements in the context of resistance training has intensified, driven by the desire to improve physical performance and achieve desired aesthetic standards. This phenomenon is influenced by the increasing availability of products and by marketing strategies that associate supplementation with performance and body image. In Brazil, studies that integrate consumer and retail market perspectives to understand the psychosocial and commercial factors guiding this consumption remain scarce. Therefore, this study aimed to analyze the consumption profile, motivations, expectations, and behaviors related to dietary supplement use among resistance training practitioners. A descriptive-exploratory cross-sectional study with a mixed-methods (quantitative and qualitative) approach was adopted. The nonprobabilistic sample included 244 practitioners recruited via social media and 40 specialized stores. Data were collected through an online questionnaire developed for this study and administered via Google Forms®, covering sociodemographic characteristics, consumption habits, motivations, perceived efficacy, and sources of guidance. Qualitative data from the stores were organized and interpreted using thematic content analysis, highlighting how sales discourse aligns with consumer motivations. Creatine (82.4%) and whey protein (73.4%) were the most consumed supplements, reflecting their wide availability. The main motivations included hypertrophy (42.2%), dietary supplementation (42.7%), and improved physical performance (40.7%). Only 51.2% used supplements under the guidance of nutritionists, while 18.9% reported self-prescription. Sales discourse in stores focused on performance and aesthetics, aligning with consumer motivations. Perceived efficacy was high (79.5%), indicating strong confidence in the results despite the limited professional supervision. Consumption patterns varied by age, and economic factors, such as cost-benefit (68.9%) and brand reputation (45.9%), influenced purchasing decisions. The study demonstrates that dietary supplement use is a consolidated and multidimensional phenomenon, mediated by social, cultural, and market-related factors, reinforcing the importance of implementing educational strategies, providing professional guidance for informed supplement use, and conducting future research on long-term usage patterns.