There is a generation called the baby boomers that make up one third of the population and about two thirds of the purchasing population. They are individuals who were born around the late 40s to early 60s. Trends have shown that industries have boomed in relation to the needs of this generation. They are now of an age where health and aging is becoming extremely important issues to them and are prepared to spend big dollars.

We have a seriously high rate of degenerative diseases reaching almost epidemic proportions. These have become alarmingly more predominant over the last century. The leading causes of premature death in the early 1900s were influenza, diphtheria, tuberculosis and pneumonia. At present the leading causes of premature death are cancer, stroke, cardiovascular disease, respiratory disease and diabetes.

The reason for this is because our bodies are losing the battle against free radicals. Free radicals come from stress, radiation from the sun, environmental pollution, toxic chemicals in the water and depletion of nutrients in the food supply. An alarming discovery was found in a test undertaken on tomatoes. Results indicated a 90% loss of the nutritional value of tomatoes over the last century. One of the most powerful oxidation defence agents for conquering free radicals is vitamin E. To obtain an optimal amount of vitamin E you would have to consume for example 15kgs of spinach.

Surveys are repeatedly showing that only a small portion of us are consuming our recommended 5 or more serves of vegetables a day. This is due to several factors which are not likely to change over the next decade or so, and food alone no longer provides us with all the essential nutrients our bodies require.

So are we looking towards supplementation to assist us in this losing battle? Well the answer is actually yes. However, Commercially available health supplements fall far short of meeting the nutritional needs of the bodys cells. Dr Myron Wentz. A recent study conducted at Yale New Haven Hospital tested 257 vitamin products. Only 49 were judged as having adequate ratios of nutrients. Note the word adequate.

There are products on the market which do meet exceptional standards and will hopefully set a benchmark to improve the quality of the surprisingly large number of supplements which fall into the adequate and under category. We are investing a lot of money into our health and will continue to do so for a long time to come. We do not want an adequate product, we want a product which we know is going to effectively help save our lives.