Abstract

One third of the population of North America uses nutrient supplements, spending billions of dollars per year on these products. Yet only a minute portion of individuals need vitamins supplements to correct physiological deficiencies. This thesis explores the underlying reasons for this huge discrepancy, trying to determine what it is about North American culture and lifestyle that causes people to take so many vitamins that they supposedly do not 'need'. Four major findings emerged from this research, which is based principally on data taken from fifty interviews. First, individuals are incited to take vitamins because they lack confidence in the food supply and their diet. Second, few deterrents to taking vitamins exist. Third, individuals easily establish vitamin taking routines ensuring consistent consumption. Finally, high supplementation can be attributed to normalisation of vitamin ingestion