Convinced that it can have an impact, consumers continue to take more and more responsibility for their own health...opting to include foods, functional beverages, supplements or medications that offer added health benefits and less synthetic ingredients. Clearly, directing products at the enormous number of children and adults who already have risk factors for serious health problems, have been diagnosed with a disease or who desire to self-treat non-threatening medical/lifestyle conditions will offer strong, sustainable and yet untapped market potential for decades to come. While current major nutraceutical markets such as immunity, energy and mental acuity will remain strong-and grow more sophisticated-it is the intent of this article to identify the ten most promising markets for the next generation of products ahead.
 
For an updated report by Dr. Sloan on up-and-coming growth markets, click here.

Food As Medicine
During the last five years, Americans have undergone a radical progression in the quest to improve their health. In 1995, consumers realized that they could control their own health and that certain dietary behaviors could reduce their risk of chronic disease. Not surprisingly, at the same time, motivators for nutritional behavior changed accordingly. For example, after years of taking vitamin supplements simply to meet the RDA, the rationale shifted to disease prevention and performance enhancement.
 
During the next two years, consumers began seeking a more proactive strategy for "improving health through foods," switching from simply avoiding unhealthy food ingredients and balancing one's diet to seeking out foods and ingredients that offer a demonstrated health benefit or "positive eating." Skyrocketing media coverage of scientific developments has now introduced mainstream consumers to a whole realm of health possibilities. The identification and solidification of new health linkages, as well as the reconfirmation of old wives' tales by reputable research institutions, has pushed health conscious consumers even further down the "Food as Medicine" continuum.
 
Today, virtually all consumers (95%) agree that "certain foods have health benefits that go beyond basic nutrition and may reduce the risk of disease or other health concerns" (IFIC, 1998). Slightly more than half of consumers believe that foods can replace the use of drugs (Gilbert, 1997). Not surprisingly, they are beginning to choose foods and supplements they believe will achieve a desirable-real or perceived-pharmacologic effect, allowing them to meet their individual health goals.
 
Today, nine out of ten shoppers (90%) understand the relationship between nutrition and health. In fact, more than half of primary shoppers feel that just eating healthfully can greatly reduce the risk of developing certain diseases.
 
Not surprisingly, consumer concerns about health and nutrition have become more sophisticated. A recent Applied Biometrics survey outlines consumers' shifting health and nutrition priorities. For perspective, more Americans are "very" or "somewhat" concerned over healthy eyesight (85%), cancer (81%), fatigue/energy (75%), heart disease (75%), joint pain/arthritis (73%), high cholesterol (73%) and blood pressure (69%).
 
The Self-Care Movement...51 Million Strong!
One in three shoppers report they're more likely to self-treat themselves today than they were a year ago. Around 80% of primary shoppers say their purchasing decisions are "at least a little influenced" by their desire to either manage and/or prevent a specific health condition or follow a doctor's advice. Only one in ten say they are not involved at all (Prevention/FMI, 1998).
 
About half of the nation's primary shoppers now fall into the "highly" or "moderately" involved self-care category-translating into a self-care market of 51 million people. High involvement self-care shoppers are more likely to be working women, middle-aged (40-64 years old) and college graduates with a household income of $50,000+ (Prevention/FMI, 1998).
 
The continued identification of potential health linkages for food and botanical ingredients continues to fuel consumers' desire for more natural and more effective alternative treatments. In 1997, 40% of Americans used alternative therapies. Perhaps more importantly, total visits to alternative medicinal practitioners (629 million) exceeded the visits to all U.S. primary physicians, increasing by almost 50% since 1990. Americans spent an estimated $21.2 billion for services provided by alternative medical practitioners in 1997. At the present time, 42% of all alternative therapy use is attributed to the treatment of existing illness and 58% to prevention of illness and/or health maintenance (Eisenberg, Journal of the American Medical Association, 11/11/98).
 
At the same time, the natural products business, which is currently outperforming the market by 30%, reached nearly $15 billion last year with 60 million reported trying herbal medicines (Gallup, 1998; Raterman, 1998). Over the next three years, natural products are expected to increase at a rate of 10-13% per year, dietary supplements 8-10%, herbs and botanicals 12-18% and natural personal care products, 10-12% (Avila, 1998).
 
Undoubtedly, these new products will be in great demand by today's "do-it-yourself" consumers. According to a recent survey of the American Pharmaceutical Association, consumers are looking to self-treat the majority of common ailments such as upset stomach, headaches and diarrhea before calling a physician. With home diagnostic kit sales greater than $2 billion and drug stores now offering turnkey exams including those for colon cancer and glaucoma, look for Americans to focus even greater attention on obtaining tools for monitoring and improving their own health.
 
Not-So-Healthy: A Good Investment
Health-directed and financially well-off aging "Baby Boomers," who are expected to dominate the market for the next 30 years, will provide the majority of purchasing power for the "not-so-healthy" movement. Today Boomers, turning age 50 at the rate of one every seven seconds, control $900 billion in purchasing power. The U.S. Census Bureau estimates that the number of adults 45+ will grow from 91.5 million today (34%) to 144.6 million or 42% of the population by 2030.
 
At the same time Boomers are assuming their role as grandparents, America will be facing generations of children who have already developed several risk factors for serious health complications. These unhealthy generations will continue to fuel the "not-so-healthy" segment and may well represent a new and lucrative youth-oriented health market. Today, 10 million children are clinically obese, 27.4 million under age 19 have high cholesterol and 2.2 million have high blood pressure (American Heart Association, 1997). In addition, CDC has warned that American teenagers have poor health habits. In a survey of over 6000 kids age 12-17, almost 20% smoke, 36% get no exercise, 85% eat few fruits and vegetables and 18% drink heavily on occasion. With the U.S. Census Bureau predicting a "Baby Boomlet" totaling almost 30% of the population by 2005, unhealthy children could reach epidemic proportions.
 
While modern medicine has made great progress, the incidence of many major diseases continues to escalate. Heart disease-related events rose steadily through 1993 (the latest year for which statistics are available) (AHA, 1997). The incidence of stroke, particularly among African Americans, increased by more than 200,000 cases and more than 800,000 new cases of diabetes were diagnosed (AHA, 1997; American Diabetes Association, 1997). Today, 17% of American households have a member on a medically restricted diet. With one-third of shoppers changing their food purchase decisions as a result, these families will become an important target for health-directed food and pharmaceutical manufacturers (FMI, 1998).
 
The Next Generation: The Top Ten Markets
As far back as 1993, 55% of the food industry, 35% of the pharmaceutical industry and 95% of biotech companies were funding R&D projects against these key not-so-healthy markets. Nearly two-thirds reported investing in coronary heart disease, 56% cancer, 56% cholesterol, 37% osteoporosis, 37% diabetes and 30% hypertension (Childs, 1993).
 
While these important health markets-as well as lifestyle enhancing segments including energy, mental acuity, immunity, relaxation, etc.-will continue to prosper, they will give birth to a new generation of product opportunities fueled by both innovative ingredients and the discovery of additional health linkages. For example, the continued desire to prevent heart disease, cancer and arthritis, as well as the symptoms of aging, will give rise to a whole new theory and generation of antioxidants in which other potent biological substances such as histidine may well outshine traditional vitamins.
 
In addition, while the need for products offering short-term energy as well as those for endurance events will remain strong, in the next wave, look for energy "replenishment" to capture mainstream attention. Scientifically well documented ribose will not only replenish ATP stores during and after exercise, but will help protect against heart attacks and speed recovery for heart and other surgical patients. Recent scientific studies on the A, C and E vitamins in both elderly subjects and children will spur the mental acuity market to mature far beyond short- and long-term memory markets to mental cognition, attention span and concentration benefits. Likewise, with new antibacterial delivery technologies and the rediscovery of potent antimicrobial and antiseptic roles for old favorites such as honey, watch for a new generation of products with implications for a variety of ills from peptic ulcers to the common cold. The top ten markets for the next generation of nutraceutical products are as as follows, in no particular order.
 
1. Joint Health: Sprains, Pains and Profit!
With the aging of the U.S. population, public and professional attention toward preventing and treating joint pain is expected to skyrocket. Today, more than 80 million people in the U.S. suffer from joint discomfort. Half of those are afflicted with one of the many forms of arthritis, while the other half are victims of overambitious exercise, sports injuries and around-the-house accidents. With one in five Americans now exercising regularly and the incidence of strenuous exercise among younger women increasing steadily, interest is expected to remain strong. Of those aged 50+, 80% currently experience some form of joint discomfort.
 
The ranks of arthritis sufferers are expected to swell to epidemic proportions early in the next century. By the year 2020, 60 million Americans or nearly 20% of the population will be afflicted with this disease compared to 43 million today (U.S. Center for Disease Control (CDC), 1998). Nearly twice as many women (26 million) suffer from arthritis than men (14.2 million).
 
Despite promising new drug research, including the U.S. FDA's recent approval of Cox 2 inhibitors, there is no cure for arthritis. Non-steroidal anti-inflammatory drugs (NSAIDS) are the most commonly used therapy, with side effects including damage to the gastrointestinal system and in some cases ulcers, even death. Not surprisingly, more and more Americans are turning to alternative medicine for more natural treatments. Eisenberg's recent survey indicated that chronic pain (37%), sprains and muscle pains (26%) and arthritis (25%) represent three of the top four most cited reasons for the use of alternative medicine therapies in the U.S. (Eisenberg, 1998). About one-third of Americans believe that herbals have a role in treating arthritis and 22% in preventing the disease (Gallup, 1998). In desperate search of a cure, today Americans spend more than $1 billion on unproven arthritis remedies.
 
U.S. sales of arthritis and joint pain-related dietary supplements are approaching $750 million (Decision Research, 1998). While glucosamine and chondroitin are among the dominant players, look for omega-3 fatty acids, omega-6 fatty acids and (GLA), as well as other antioxidants, to gain national attention. Perhaps, the most innovative addition to the U.S. market is "Zinaxin," which is based on patented gingerol extracts and is believed to help rejuvenate collagen and joint tissue. Clearly, natural remedies without side effects will enjoy a major opportunity in the joint pain market either in place of, or in addition to, these prescription alternatives.
 
2. Gut Remedies
Already the cornerstone of the European functional foods market, there is no doubt that products that ensure a healthier "gut" and/or offer relief from a wide range of digestive and gastrointestinal ailments will soon represent a major U.S. market segment.
 
Today, 70 million Americans suffer from digestive diseases or disorders, 15% on a daily basis (NIDDK, 1997). A greater number-118 million-experience heartburn or GERD (gastroesophageal reflux disease) at least once a month, while five million suffer from peptic ulcers, five million irritable bowl syndrome, 2.7 million gastritis, 5.8 million NUD (nonulcer dyspepsia) and 4.4 million constipation...500,000 nearly every day (NIH, 1997). In the next five years, the number of adults age 50-64 afflicted with digestive problems is expected to increase 35% (Gallup, 1998).
 
An estimated 90 million Americans use antacids or other stomach relief medicines. Global pharmaceutical sales total $1.4 billion for gastrointestinal products, $8.6 billion for ulcer therapies and $930 million for gastroesophageal reflux disease therapies. In the U.S., antacid sales top $1.3 billion and laxatives $750 million. Sales of U.S. products are forecasted to grow by 35% over this period in the next five years (Euromonitor, 1998).
 
Next to headaches (80%), stomach problems are one of the most self-treated ailments in the U.S. (Am. Pharmaceutical Assn., 1997). In addition, the ability to prevent (30%) and treat (44%) digestive problems is one of the strongest consumer health linkages for herbal medicines. Most likely started by the "live culture" labels on yogurt levels, consumers are finally interested in-and accepting of-the beneficial role bacteria can play in foods. Look for more creative prebiotic and probiotic products to gain momentum and the many digestive formulae from Europe and Japan-including those containing oligosaccharides, L. acidophilus, L. bifidus, and L. casei-to come overseas. The Applied Biometrics TrendSense model indicates that L. acidophilus and L. bifidus are just crossing into the Popularization phase in the U.S., which indicates that these ingredients will achieve mainstream appeal within the next two years. Of course, traditional herbs like ginger, peppermint, fennel, papaya, chamomile, licorice, aloe vera and others will gain increased attention.
 
3. Blood Fat
With the already widespread incidence of heart disease increasing, and more than 60 million Americans diagnosed with some form of the disease, it's not surprising that consumers are searching for more specific tools in the fight against heart disease and stroke. In the next few years, the reduction of three risk factors-LDL cholesterol, plaque and triglycerides-will gain enormous momentum. Today, 73% of consumers are "very" concerned about cholesterol and 65% blood triglycerides (Applied Biometrics, 1998).
 
Currently, 96 million adults are afflicted with cholesterol levels over 200 mg/dl; 37.8 million have levels of 240 mg/dl or above (AHA, 1997). By 2005, the incidence of high cholesterol is expected to increase 15% overall and 33% among 50-64 year olds (Gallup, 1998). Low cholesterol food products as well as cholesterol lowering nutraceuticals should enjoy a significant long term market as 93% believe they can control their cholesterol via nutrition. At the same time, U.S. OTC and prescription sales-currently the only option for lowering seriously high cholesterol levels-are expected to soar from $3 billion in 1997 to $10 billion by 2003. Nearly two-thirds (64%) of all adults are now aware that some of the cholesterol in their body is good and some is bad. Twenty-five percent of those who had their cholesterol level checked are aware of their HDL/LDL ratio-an increase of six points since 1994 (Gallup, 1998).
 
While the incidence of stroke steadily decreased (5%) from 1950's-1980's, the '90's saw cases rising, logging in at approximately 700,000 new or recurrent cases per year. Today, 10 million individuals have clinical evidence of atherosclerotic disease and another 50-75 million are at risk of developing atherosclerosis. With the incidence highest in the age 65+ group-the fastest growing individual segment of the population-stroke is expected to move front and center. With fewer than 40% of Americans being able to recognize the signs of stroke, look for increased medical and media attention to this important health parameter.
 
While consumers have long been concerned about these issues, with the exception of oat bran, psyllium and soy, few ingredients have been scientifically documented to play such a role. Look for newcomers omega-3, inulin and even extracts of kiwi and other fruits to play a critical role.
 
4. Skeletal Strength
With 28 million women and five million men suffering from osteoporosis-and the ability to make an FDA-approved health claim-it is not surprising that osteoporosis directed products have quickly become one of the most competitive and crowded market segments in the U.S. nutraceutical business. While osteoporosis prevention products are currently involved in an ingredient horsepower race, the market opportunity has progressed way beyond the prevention of osteoporosis-to improvement in bone density, rejuvenation of post menopausal bone loss and exacerbation of bone strength in both men and women. Watch for natural phytoestrogens-male and female-inulin and other minerals to play a key role in new market development.
 
It is quite clear that the market will soon be faced by a generation of calcium deprived men and women. Let's face it, kids-boys and girls-just aren't drinking as much milk as they used to. According to data from the NIH, after the age of 11, no age group of females consumes even 75% of their recommended calcium level. It's estimated that 80% of teenage girls do not get enough calcium. A recent USDA study reported only 20% of teenage girls and 40% of teenage boys met the calcium RDA (Ambrose, 1998).
 
A study from the University of California found that postmenopausal women could not only halt spinal bone loss, but actually increase bone density on a nutrient supplementation program of calcium (1,000 mg), zinc (15 mg), manganese (5 mg) and copper (2.5 mg). With these four supplements, women gained 1.48% bone density. Women with no supplements lost over 3% bone mass within the same two-year period.
 
Likewise, men too are subject to an age-related decline in bone mass, with subsequent risk of fracture. Bone loss in men begins in their late forties or fifties. By the age of 75, men have typically lost 15% of bone at trabecular sites and 5-15% of cortical bone. Despite the lack of noise being created about male osteoporosis, more men get it then get prostate cancer. While building a male market for osteoporosis is highly unlikely, watch for bone strength to be the magic entry for men via the body building, exercise and virility markets.
 
5. Hormonals
Whether for menopause, athletic performance, improved nutrient absorption or sexual virility, hormone replenishment and enhancement will be one of the hottest categories to watch in the next few years. Hormones not only play a critical role in sexual, metabolic and physical performance, but often increase the absorption of key nutrients, such as calcium, as well.
 
With 35 million women currently menopausal and 10 million peri-menopausal, the concept of providing natural phytoestrogens will continue to mainstream. By 2015, an estimated 50% of the population will fall into this category. Interestingly enough, in recent focus groups, women aged 40-60 knew more about herbal medicines such as natural phytoestrogens, natural progesterone and supplements than they did about estrogen (Wolf, 1997). Menopause also ranks very high as a self-treatment category. Given that 85% of postmenopausal women in the U.S. do not use any form of hormone replacement therapy and 75% experience at least one menopausal symptom after menopause, alternatives like soy isoflavones and flaxseed have tremendous market potential. More specifically, 32% believe that herbals are effective in treating menstrual cramps while 20% think they can prevent them (Gallup, 1998).
 
While relatively little is known about the responses of cells in the male skeleton to hormonal changes, it is quite clear that the addition of a number of estrogen-like compounds in conjunction with calcium improves absorption in both men and women.
 
Male bone appears to require both androgens and estrogens for normal health and ongoing investigations are measuring testosterone, estradiol and sex hormone-binding globulin. Not surprisingly, several male and female products are now available to improve both calcium absorbability and bone strength.
 
The addition of natural hormone and steroid replacements has long been a popular trend in the sports arena. However, it is only since the advent of "Viagra" that natural hormone replacement as well as other compounds have surfaced in the search for increased male and female virility. Prior to March of last year, few drugs had enjoyed the immediate success of Viagra-570,000 prescriptions dispensed in its first month on the market, sales of $182 million at two months and a forecast of $1 billion in sales in its first year in a category that had been practically nonexistent.
 
With the real possibility of Viagra becoming the best-selling drug worldwide, Pfizer has given dietary supplements a template for gender-driven virility products. Just think, not only will bone strengtheners make men feel extra strong, but the addition of testosterone, arginine or yohimbe will provide a basis for increased male libido as well.
 
6. Body Fat
It's time to breathe new life into the diet market and body fat is it! For years, Americans' "dieting" strategy has been to reduce fat, a $43 billion business. But with "fat-free" waning and consumer belief that it is not the magic pill physicians had promised, overweight consumers are actively seeking new options. While there is a tremendous interest in pharmaceuticals, use of prescription drugs is still limited due to expense, potential side effects and limited government approval of some drug options. The total weight loss market is about $30 billion. Last year, Americans spent $243 million on obesity drugs...a very small piece of the weight loss pie.
 
Today, only 18% of Americans are within their ideal weight as compared to the rigid Metropolitan Life Insurance standards (Prevention Index, 1996). However, using a less restrictive standard, The National Center for Health Statistics found that in the past 10 years, the proportion of overweight adults increased 8% to 37% (1997). Perhaps most shocking is the increase in childhood obesity. Today, 20% of all boys and 22% of girls are clinically obese.
 
At any given time, about one-third of adults are on a diet. Of those, about one-third are dieting for weight reasons and 43% for health reasons. Clearly, health dieting represents a new and interesting market development, driven by concerns over body fat, not calories. By 2005, the number of health dieters is expected to jump 8.3 million and weight loss dieters, 5.8 million.
 
Designing products and programs for those with risk factors-including the millions of overweight children and teens-will be one new market segment. Recent statements and speeches from the FDA/FTC indicate that they will not interfere with weight loss claims providing they are truthful, not misleading and don't mimic drug names like "herbal phen-fen." In addition, scientific research is beginning to support the validity of some cutting-edge "fat burners," such as garcinia cambogia and those containing chromium. The fat replacement market is expected to grow from 164 million pounds in 1995 to 445 million pounds by the year 2000. Fat substitutes now make up 16% of the "total food substitutes" market.
 
7. Optimal Vision
Not surprisingly, healthy eyesight is one of the "gold standards" of good health. For example, 86% of adults are concerned about maintaining healthy eyesight, ranking above major fears like cancer and heart disease. As the population ages, more and more Americans will become concerned about their eye health.
 
Currently, it is estimated that more than 63 million people in the U.S. are nearsighted. In addition, more than 14 million suffer from macular degeneration, the nation's leading cause of irreversible blindness. Another 6.4 million suffer from cataracts.
 
The increasing number of Boomers has fueled 12% annual sales growth in reading glasses over the past 10 years, with 33.3 million adults over age 40 indicating they have purchased reading glasses. Another growing area in the vision market is laser surgery. In 1996, surgeons performed 100,000 corrective eye surgeries. In 1997, that figure doubled and was expected to reach 350,000 by the end of 1998. Corrective eye surgery is predicted to be a $1 billion industry by 2000 (Davis, 1998).
 
Nutraceutical beverages and products containing anthocyanins and other important vision sparing phytochemicals such as lutein and zeaxanthin have enjoyed great success in Japan and other Pacific Rim countries. As many of the aforementioned diseases are a result of oxidation of the eye and a consequence of aging, look for a plethora of new products to address this critical life function.
 
8. Emotional Commotion
With nearly 65% of adults reporting they feel under great stress, it is not surprising that America's quest for emotional balance will continue to accelerate. In fact, more than half (56%) of Americans list emotional distress among their top health concerns. By 2005, the number suffering stress related health conditions/problems is predicted to increase 7% (Gallup, 1998).
 
Today, Americans suffer from a wide range of emotional discomforts. Two-thirds of adults report they have trouble sleeping at one time or another-49% have difficulty falling asleep, 43% wake up during the night and 33% complain of feeling tired or drowsy after waking up (Harris, 1997). Those reporting a sleep problem have increased from 38% in 1990 to 67% in 1998 (Gallup, 1998). With sleep difficulties getting more pronounced with age, look for this condition to gain more professional and public attention.
 
Sales of sleep aids in food, drug and mass merchandise stores is fast approaching $100 million, while analgesic/sleep aid combination sales total nearly $200 million. Forty percent of those suffering from insomnia self-medicate (32 million) (National Sleep Foundation, 1998). One-third believe herbs have a value in treating insomnia and 23% in preventing the condition. With 60 studies now under way at the National Institutes of Health on melatonin, it is sure to remain a strong contender in the years to come. However, other favorites such as valerian, tryptophan, passionflower and chamomile will also find more widespread appeal.
 
In addition, more than 19 million suffer from depression and 23 million from anxiety illness. Pharmaceutical sales of antidepressants total $4.79 billion (Prozac sales $1.7 billion), while sales of anxiety drugs total $722 million. With one-third of consumers believing that herbs have a value in treating nervousness and 25% a value in preventing it, look for St. John's Wort-especially with the backing of a major clinical study now underway at the National Institutes of Health-to remain a strong seller in the years ahead.
 
9. Breast and Prostate Health
Cancer is still the number one health concern of Americans. Most cancers strike both men and women at roughly the same rate, with the exception of cancers of the reproductive system (breast, ovarian and uterine in women and testicular and prostate in men). By 2005, there is a projected increase of 16% for cancers other than prostate and an increase of 16% for prostate problems/cancer (Gallup, 1998). The incidence of cancers, other than prostate, is expected to increase 31% in the 50-64 year old age bracket by 2005. Look for ingredients with strong anti-cancer activity such as isoflavones and lycopene to gain national prominence.
 
Breast cancer is the number one form of cancer among women and the number two cause of cancer deaths. It was the leading site of new cancers in women with 180,200 cases (American Cancer Society, 1997). One in eight women are predicted to develop breast cancer in their lifetime. The incidence of breast cancer in the 50-64 year old group is expected to increase by 300,000 new cases per year (Gallup, 1998).
 
Prostate cancer is the number one cancer among men and the number two cause of cancer deaths. One in five men will develop prostate cancer in their lifetime. The incidence of prostate problems/cancer is expected to rise from 3.3 million to 3.795 million in 2005, while a 30% increase is expected among those aged 50-64. More than 150,000 new cases were diagnosed last year.
 
Among consumers, the strength of the diet/disease link differs by type of cancer. Consumers are more apt to believe nutrition has an effect on the prevention of colon cancer (60%) than prostate (35%) or breast (30%). However, this will not stem their desire to purchase "basic" foods, which could potentially reduce their risk of cancer. A recent survey by Monsanto (1998) indicated that 31% would "definitely" and 72% would "probably" buy foods that could help reduce their risk of this disease. More than half (51%) of consumers want more information on the cancer-preventing chemicals in fruits, vegetables and grains, while 49% of these people are already aware of the soy/cancer connection (Gilbert, 1997). Slightly more than one-third (37%) believe vitamins can help prevent cancer and 23% believe herbals have a value in preventing and/or treating cancer.
 
10. Gender Specific
In a recent survey of Fortune 500 CEO's, 73% listed "customized products and services for each buyer" as the number one response for the most "winning strategy for the 21st century." Nowhere is the application of the concept of mass customization more appropriate than in the nutrition/health arena where both consumers and scientists alike believe that everyone's needs are different and unique. Gender specific medicine and products will open up an enormous new market for years to come.
 
Differences between the sexes have been identified on the cellular level and in every organ system of the body. For example, some drugs, like aspirin and acetaminophen, are metabolized differently by men and women. Women's hearts are two-thirds smaller and beat faster than men's, even during sleep. Women have higher immunoglobulin levels, which enables them to resist viruses better than men (Shelton, 1997).
 
Although men in the U.S. live on the average about seven years less than women do, when comparing the major health indicators, women are more likely than men to suffer from more non-fatal illnesses that disable them and lower their quality of life. Most autoimmune diseases like rheumatoid arthritis, lupus and multiple sclerosis are more prevalent in women. Women also lose in the osteoporosis, high cholesterol, diabetes and depression departments. Coronary heart disease develops 10 years earlier in men, but a woman's risk for disease increases four-fold when she reaches menopause. In addition, at all stages of life, stroke accounts for a higher percentage of women's deaths than men's. Men's most significant gender-related health issues are prostate problems and impotence. Men are also more likely than women to suffer from hypertension and obesity.
 
Research has found that treatment outcomes vary and are related to the gender of the patient. For example, while aspirin reduces the risk of stroke in men with high blood pressure, it doesn't do the same for women. Even if both genders have the same illness or condition, each has different risk factors, different ways of responding to medications/treatments and a different course of illness. This is transforming the way physicians and researchers think about disease state conditions...and should ultimately affect the e way manufacturers develop and market their products.
 
Conclusion
While more and more manufacturers are simply fortifying foods with traditional vitamins and minerals and calling them nutraceuticals or functional foods, it is clear that the real future lies in the ability to move further down the "Food-as-Medicine" continuum. In addition to supplement manufacturers, beverage manufacturers seem to be the first mainstream food market segment to embrace the food-as-medicine positioning. Consumers will not only be looking for foods, beverages and dietary supplements that help manage or prevent disease but for those that enable them to self-treat various lifestyle and health conditions. A review of recent U.S. government research activity indicates that other performance enhancing health linkages may soon be well accepted by the American public. Those manufacturers who have the conviction to marry consumer demands with cutting-edge science-and see them through the regulatory labyrinth-will clearly reap unprecedented rewards compared to today's market. NW
 
About the author: Dr. A. Elizabeth Sloan is president of Sloan Trends, Inc., Escondido, CA, a 20-year-old consulting firm that offers trend interpretation/predictions; identifies emerging high potential opportunities; and provides strategic counsel on issues and regulatory claims guidance for food/beverage, supplement and pharmaceutical marketers. For more information: E-mail: lizsloan@sloantrend.com; Website: www.sloantrend.com.


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