The mainstreaming of sports nutrition consumption in the Norwegian food culture
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 pro...
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| Pubblicato in: | URI:https://journals.openedition.org/aof, |
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| Autori principali: | , |
| Natura: | Article ou chapitre numérique |
| Lingua: | Français |
| Pubblicazione: |
Anthropology of food
2013
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| Accesso online: | Accès Université d'Orléans et IFPM Accès Université d'Orléans et IFPM |
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openedition-oai:revues.org:aof_7332 |
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openedition |
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openedition-oai:revues.org:aof_7332 https://doi.org/10.4000/aof.7332 urn:doi:10.4000/aof.7332 fr https://journals.openedition.org/aof/7332 2013-01-14T01:00:00Z info:eu-repo/semantics/openAccess article info:eu-repo/semantics/article urn:handle:20.500.13089/9uzg https://creativecommons.org/licenses/by-nc-nd/4.0/ The mainstreaming of sports nutrition consumption in the Norwegian food culture Anthropology of food Anthropology of Food Webjournal info:eu-repo/semantics/reference/issn/1609-9168 URI:https://journals.openedition.org/aof Skuland, Silje Elisabeth Ånestad, Siv Elin food culture sports nutrition products self-regulation healthy lifestyle nutritionism body ideals fitness. produit de nutrition sportive culture alimentaire autorégulation vie saine nutritionisme corps idéal fitness 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, and where food is increasingly valued for its nutritional components. We find that the emphasis on the ideal body in close relation with food regulation regimes has set the scene for the growth of the consumption of sports nutrition products. New body ideals of the slim, fit, toned, and healthy body, coupled with the large scale trust placed on authorities and commercial actors such as gyms seem to have paved way for a normalisation and mainstreaming of the consumption of sports nutrition products among Norwegians. Dans la culture alimentaire norvégienne actuelle, manger dans le but d’accroitre la performance physique et le renforcement musculaire représente un phénomène croissant. Le marché des produits de nutrition sportive a augmenté et on a vu apparaitre toute une gamme de nouveaux acteurs et réseaux de distribution sur le marché. Dans cet article nous verrons pourquoi la consommation de tels produits est devenue banale et généralisée. Afin d’explorer ce sujet, nous examinons les motivations des consommateurs et les effets recherchés dans la consommation de produits nutritifs sportifs. Il est devenu courant et légitime de consommer de tels produits dans un climat culturel où la recherche d’une vie saine est très important, où les individus sont de plus en plus tenus responsables de leur état de santé, et où l’alimentation est de plus en plus valorisée pour ses composants nutritifs. Nous montrons comment la valorisation du corps idéal, en relation avec les réglementations alimentaires, a débouché sur le développement de la consommation de produits de nutrition sportive. Les nouveaux idéaux du corps tels que la minceur, la forme, la tonicité et la santé, en lien avec la confiance largement accordée aux acteurs publics et privés tels que les salles de musculation, semblent avoir préparé le terrain pour la normalisation et la généralisation de la consommation des produits de nutrition sportive en Norvège. |
| collection |
OpenEdition Journal |
| language |
Français |
| format |
Article ou chapitre numérique |
| building |
0/Bibliothèque numérique/ 1/Bibliothèque numérique/OpenEdition Journals/ |
| topic |
food culture sports nutrition products self-regulation healthy lifestyle nutritionism body ideals fitness. produit de nutrition sportive culture alimentaire autorégulation vie saine nutritionisme corps idéal fitness |
| spellingShingle |
food culture sports nutrition products self-regulation healthy lifestyle nutritionism body ideals fitness. produit de nutrition sportive culture alimentaire autorégulation vie saine nutritionisme corps idéal fitness Skuland, Silje Elisabeth Ånestad, Siv Elin The mainstreaming of sports nutrition consumption in the Norwegian food culture |
| description |
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, and where food is increasingly valued for its nutritional components. We find that the emphasis on the ideal body in close relation with food regulation regimes has set the scene for the growth of the consumption of sports nutrition products. New body ideals of the slim, fit, toned, and healthy body, coupled with the large scale trust placed on authorities and commercial actors such as gyms seem to have paved way for a normalisation and mainstreaming of the consumption of sports nutrition products among Norwegians. |
| author |
Skuland, Silje Elisabeth Ånestad, Siv Elin |
| author_facet |
Skuland, Silje Elisabeth Ånestad, Siv Elin |
| author_sort |
Skuland, Silje Elisabeth |
| title |
The mainstreaming of sports nutrition consumption in the Norwegian food culture |
| title_short |
The mainstreaming of sports nutrition consumption in the Norwegian food culture |
| title_full |
The mainstreaming of sports nutrition consumption in the Norwegian food culture |
| title_fullStr |
The mainstreaming of sports nutrition consumption in the Norwegian food culture |
| title_full_unstemmed |
The mainstreaming of sports nutrition consumption in the Norwegian food culture |
| title_sort |
mainstreaming of sports nutrition consumption in the norwegian food culture |
| publisher |
Anthropology of food |
| publishDate |
2013 |
| container_title |
URI:https://journals.openedition.org/aof |
| url |
https://ezproxy.univ-orleans.fr/login?url=https://doi.org/10.4000/aof.7332 https://ezproxy.univ-orleans.fr/login?url=https://journals.openedition.org/aof/7332 |
| _version_ |
1877243704595447808 |