Behind the scenes

Fitness pills and powders: supplements and sports nutrition products are booming

9/7/2025

Translation: Elicia Payne

Vitamins, nutrition supplements, sports nutrition products and sports drinks are booming at Galaxus. Creatine, collagen and energy gels are very popular at the moment. Men, in particular, can’t get enough of them.

Collagen in the morning, a vitamin water at lunchtime, a protein shake after working out and magnesium in the evening. At Galaxus, sales of vitamins, food supplements, sports nutrition products and sports drinks have multiplied in recent years. So far this year, the increase per category is between 50 and 90 per cent compared to 2024.

«There’s a huge demand», says Manuel Odermatt, who’s responsible for the sports nutrition and sports drinks range at Galaxus. «Since there has been more and more interest, we’ve greatly expanded our range.» His colleague Martina Tatavitto, responsible for vitamins and supplements, adds: «We’re keeping up with the boom – and focusing on new trends.»

According to Martina and Manuel, there are four main reasons for the strong sales growth:

Fitness and health wave: more and more people are paying attention to nutrition and exercise – for body, mind and balance.
Influencers: fitness professionals on TikTok and the like promote supplements in a targeted manner – often with a direct recommendation to buy.
Self-tracking: many people optimise their health and performance with apps, wearables and personalised nutrition strategies.
Vegan trend: plant-based protein shakes and supplements are expanding the range – and the target group.

Multivitamin products are still top sellers, but their share of sales has fallen by 25 per cent since 2020. Instead, other products are going through the roof – especially creatine: «The dietary supplement increases muscle strength and performance,» says Martina, «especially during short and intensive exertion, such as sprints or lifting weights». She goes on to explain that creatine promotes muscle growth because it enables more intensive training.

Collagen is also on the rise: since 2022 the sales growth at Galaxus has increased from one per cent to eight per cent. «Collagen is heavily advertised at the moment, on social media too», Martina explains. What’s particularly emphasised is its anti-ageing effect because collagen makes the skin more elastic and reduces wrinkles. Collagen’s also supposed to help joint problems, strained tendons and ligaments.

Energy gels instead of bars, vitamin water instead of isotonics

Meanwhile, in the sports nutrition category, more and more energy gels are ending up in shopping carts. Since 2020, their share of sales at Galaxus has doubled to 10 per cent, while the share of energy bars has fallen from 18 to 10 per cent. Energy gels are absorbed more quickly than bars and can be swallowed without chewing. «Gels are particularly popular among runners and cyclists,» says Manuel. Those who are on the move more slowly and for longer, on the other hand, are more likely to reach for the energy bars. «In recent years, however, we’ve also greatly expanded the gel range. Yet we’ve been offering a wide selection of energy bars for some time now», says Manuel.

In the sports drinks market, vitamin waters have taken over from isotonic drinks: the sales share of isotonic drinks has shrunk from almost half to less than a third since 2022. Meanwhile, every fifth sports drink bought from Galaxus today is a vitamin water. «Vitamin water tastes good to our customers. It’s also considered healthy and can be consumed on a daily basis,» says Manuel.

A demographic analysis shows that men are particularly keen on sports nutrition and sports drinks. Seven out of ten energy bars, protein shakes and BCAA drinks end are purchased by men. On the other hand, in terms of vitamins and food supplements, the gender ratio is balanced.

It’s predominantly young people who consume sports nutrition products, while there is an increasing tendency among older people to keep fit and healthy with vitamins and food supplements.

Martina and Manuel agree that this boom isn’t going to stop anytime soon.

What’s your health and fitness routine? What supplements do you take? What do you think of the trend? Share your thoughts in the comments section!

Header image: Shutterstock

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