publication . Article . 2012

The mainstreaming of sports nutrition consumption in the Norwegian food culture

Siv Elin Ånestad; Silje Elisabeth Skuland;
Open Access English
  • Published: 25 Dec 2012
  • Publisher: Anthropology of Food
Abstract
In modern Norwegian food culture eating to achieve physical performance and muscular strength is a growing phenomenon. The market for sports nutrition products has increased and a range of new market actors and sales channels have appeared. In this article we will discuss why consumption of such products has become normalised and mainstream. To explore this question we investigate consumer motives and purposes of consuming sports nutrition products. Sport nutrition consumption has become legitimate and mainstream in a cultural climate where living a healthy lifestyle is highly important, where individuals are increasingly held responsible for their own health, a...
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doi: 10.4000/aof.7332
Subjects
free text keywords: sports nutrition products, food culture, self-regulation, healthy lifestyle, nutritionism, body ideals, Home economics, TX1-1110, Nutrition. Foods and food supply, TX341-641, produit de nutrition sportive, culture alimentaire, autorégulation, vie saine, nutritionisme, corps idéal, fitness, fitness., Physical performance, Mainstream, Business, Mainstreaming, Norwegian, language.human_language, language, Advertising, Food regulation, Marketing, Sports nutrition
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