Balancing the good, the bad and the better: a discursive perspective on probiotics and healthy eating.

Functional foods promoted as novel food products providing health benefits beyond basic nutrition are gradually becoming part of the European food basket. Typically, research on functional food has focused on public attitudes, the acceptability of different product types, and public trust in novel food. In this article, discursive analysis of focus group discussions held in Britain with 34 users and non-users of probiotics points to the argumentative orientation of explanations for consumption of this particular type of functional food. Using the concepts of 'interpretative repertoire' and 'subject position', I explore the role of moral considerations in people's accounts of purchasing probiotics in the current context of increased health awareness and health anxiety. The analysis demonstrates how the lay accounts of eating and purchasing probiotics are entangled with notions of indulgence, individualism, as well as social norms and responsibility.