Clearer link between diet and health. Fifty years ago, few people made a strong connection between what they ate and how they felt, looked and lived. This link between diet and health is now viewed as common sense. In fact, 58% of Americans equate diet and disease, according to a recent Prevention survey.

Proactive and experimental with diet and health. Today’s consumers, especially the aging baby boomer, are willing to experiment with their own nutrition program to improve health and find out “what works for me”. The baby boom generation is feeling the effects of middle age and is willing to try almost anything to delay the onset of old age. Mistrust of the sickness-oriented medical system and a healthy dose of proactivity and self-responsibility fuels a willingness to try new things, especially if they are natural and preventive.