ArticleFrontiers in nutrition2026
From labels to influencers: evaluating the alignment of nitrate and beetroot juice claims on sports supplement marketing with scientific consensus.
Article in Frontiers in nutrition, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
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Authors and funding
8 authors.
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No grant is acknowledged in the PubMed record.
Abstract
Background: Dietary nitrate supplementation, commonly delivered through beetroot-based products, is widely used in sports contexts due to its proposed ergogenic effects. However, within the European Union, no authorized health claims exist for nitrate supplementation, raising concerns about the accuracy of marketing messages. In the current digital landscape, commercial communication strategies increasingly incorporate advertising techniques such as influencer endorsement, which may further shape consumer perceptions and behaviors. Methods: An observational cross-sectional study was conducted to evaluate nitrate- and beetroot-based dietary supplements marketed in Europe. Products were identified through online platforms, and data regarding labeling, recommended dosage, claimed effects, and advertising strategies-including the use of influencers and endorsements-were systematically collected. Claims were assessed for their compliance with current scientific evidence and international consensus recommendations. Results: A total of 18 products were included. Most supplements presented performance- and health-related claims despite the absence of authorized claims in the European Union. While 61.1% of products reported nitrate dosages within recommended ranges, overall compliance with evidence-based protocols was limited. Only a minority of claims aligned fully with scientific consensus. Notably, 55.6% of products incorporated celebrities or influencers as part of their marketing strategy, whereas none presented external scientific endorsement. References to supporting scientific evidence were scarce and often incomplete. Conclusion: Nitrate- and beetroot-based supplements marketed in Europe frequently display inconsistencies between scientific evidence and commercial claims. The widespread use of influencer-based marketing, combined with the absence of external endorsement, may contribute to the dissemination of potentially misleading information. These findings highlight the need for stricter alignment between scientific evidence and digital marketing practices to support informed consumer decision-making and reduce potential health misinformation in the context of sports nutrition.
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