Vitamin supplements have been increasing in popularity and availability over past 30 years. In North America it has become a multi – billion dollar industry. Vitamin supplements have been hailed as powerful antioxidants that fight against a wide variety of health conditions such as cancer and heart disease. They are also credited with causing reverse affects in aging process, and enhancing athletic ability.

The question is, however, do these claims have substance – or is it a product of giant corporate machine that preys on society’s fears, fuelled by media. The media has a tendency to sensationalize certain ideas and findings, often misrepresenting them. This is one process by which consumer trends are created or molded.

If this is case, following question may be raised. Which food trends are inspired by factual information that is truly beneficial to health? In other words do certain products really deliver on promises made by industry or media? If not, then who is to blame?

The media may be partly to blame for playing up on certain fears, facts or ideas. At same time corporations could be partly responsible as well. Where real problem lies is in miscommunication. These problems would be solved if a reliable and effective stream of communication existed between scientific community, government, media and corporate world.

This is objective these organizations should be striving for. Until such a system is put into place there will be no accurate way of telling whether consumer can count on every benefit promised.

Now let’s get back to vitamin supplements. In order to find facts we must go right to source. In other words we have to look at results from scientific studies. A recent study, that included tens of thousands of subjects, showed that vitamin E and beta carotene supplementation did not lower risk of heart disease or death from heart disease. Foods, however, that contain antioxidants are still recommended. (1)

Over last twenty years there have been many similar studies with varying results. In fact they have been largely contradicting. And so to this day subject remains controversial. If you look at facts as a whole, you will find that vitamin supplements show no clear benefits in healthy people with well balanced diets.

What’s secret to living a long life? Millions of people are constantly searching for an answer to this question. Many have lived well past average age expectancy. These people are looked upon with great admiration and envy, for having beaten odds, having defied death for so long. When asked what they attribute their longevity to, their replies often differ.

Some say that it’s one key ingredient in their diet that’s secret. “Cod liver oil…that made difference” one older person claimed. One man for example believes that having 2 drinks of brandy every day has carried him past century mark. While a woman who has reached one hundred years of life said key to her longevity is due to avoiding alcohol.

Certain scientists believe that a person’s life span is determined by their genetic make-up. Other scientists however claim that people, who have higher risks in developing chronic diseases from heredity, may be able to avoid them by taking certain steps and may still attain longevity.

In fact, studies have shown that through behavior modification including stress management, exercise participation, diet improvement, and even medication, a person can overcome certain diseases and in some cases can prevent them from happening entirely, just by reducing certain health risk factors.

In a report from CNN.com, Dr. Collazo-Clavell says that diabetes patients can significantly reduce chances of developing heart disease if preventive steps are taken. Diabetes patients are normally against odds with risk of developing heart disease. But this doesn’t have to be case. According to Dr. Collazo-Clavell, taking aggressive action and making certain lifestyle changes a person with diabetes can beat odds. (1)

There is little doubt however that genetics play a significant role in determining a person’s life span. Just as heredity plays a role in passing down or increasing risks of developing certain health conditions, it plays a similar role in increasing chances of longevity.

According to research by Robert W. Griffith, MD, people that lived over a hundred years, on some occasions had siblings or someone in their family tree that also passed hundred year mark. (2)

It seems that a large percentage of elderly people have one thing in common. They have been fairly active most of their lives. And have stayed active well into late stages of life. Or, at least as long as their health condition has allowed them to.

A study from Harvard School of Public Health and Brigham and Women’s Hospital, shows that exercise participation is very important in maintaining health and longevity. (3)