Lay Understandings of Functional Foods as Hybrids of Food and Medicine

Abstract

This article examines the lay appropriation of so-called functional foods that are marketed to enhance health and well-being and/or to reduce the risk of disease. Previous research has shown that consumers are skeptical of functional foods and inclined to contrast them with natural and non-technological foods. We argue that taking into account the hybrid nature of functional foods at the borderline between food and medicine provides a useful starting point for an analysis of lay appropriation, i.e. understanding and adoption of the new products. We first present results from earlier studies on lay conceptions of healthy eating and of medicines, and then analyze the role of these in the lay appropriation of functional foods. In this analysis, we make use of findings from both our own studies and those of other researchers, and give consumers a voice by presenting quotations from a qualitative study carried out in Finland in 2004. We claim that the food–medicine dichotomy can in many respects explain the ways in which consumers conceptualize functional foods and adopt them in their daily eating.