ZHAW Zurich research project

Social media, trust and community: how they are shaping the market for dietary supplements in Switzerland

The market for dietary supplements in Switzerland is not only growing, it is increasingly characterized by digital interactions. Social media, influencers and online communities now play a decisive role in how consumers discover food supplements, build trust and make purchasing decisions. But what does research say about these developments?

Food supplements: a widespread habit

The consumption of food supplements is very widespread in Switzerland. Around 50% of the Swiss population now regularly consume food supplements (Federal Food Safety and Veterinary Office, 2023). Their use is particularly widespread among older adults, people with a higher level of education or income and people who actively look after their health and fitness. Studies also show that multivitamins, magnesium and vitamin D are among the most popular products (Marques-Vidal et al., 2017).

However, studies also show that there is often a lack of high-quality information. In one study, for example, 21% of respondents did not know the purpose of at least one of their supplements, and 75% assumed that there were little or no risks (Troxler et al., 2013). In niche segments, it was found that although 70% of fitness center users consume dietary supplements, many rely on poorly substantiated or scientifically questionable sources of information such as training colleagues and websites of dietary supplement providers (Mettler et al., 2020).

How social media and influencers influence consumer behavior

Digital platforms have increased the influence of peer groups on health decisions. Research shows that consumption patterns in the environment strongly influenced the nutritional and dietary supplement behavior of students at EPFL (Gligorić et al., 2021).

Influencer marketing is a key driver of consumer behavior in Switzerland. Around 55% of Swiss brands rely on influencer marketing strategies, and 60% of millennials follow influencers on various social media platforms – which enables a large reach and visibility. Influence is particularly high among younger target groups: 12% of the Swiss population aged between 18 and 30 count influencers as one of their three most important sources when making a purchase (Kingfluencers, 2022).

Building trust through ethical and community-based strategies

Trust is crucial for success in this market. Brand trust is considered a key factor for customer loyalty – especially in the health-related sector (Delgado-Ballester et al., 2003). Marketing strategies are crucial for the acceptance of dietary supplements, especially as digital systems are constantly evolving. Worldwide, studies such as those by Briciu et al. (2024) and Martini and Rustiadi (2024) show the impact of online marketing that relies on influencer partnerships, personalized content and digital advertising. These findings are in line with Dzeparoski & Trajković-Jolevska (2016), who emphasize that clear and concise marketing communication is essential when promoting dietary supplements, as consumers often struggle to distinguish scientific claims from commercial messages. At the same time, Allen (2019) and Miyazoe (2022) show that community-based marketing promotes sustainable behavioral change as consumers increasingly value genuine interaction over purely promotional messages.