New National research undertaken by Alive! multi-vitamins and minerals has revealed that British women are only starting to think about their mortality from their late 30s onwards. And only as women hit their mid-forties do they really start to consider their long term health, with 45% of women aged 45-55 agreeing that "When it comes to my health, I take steps to look after myself in the long term". This is compared to only 31% of those aged 25-34 who tend to feel a little more invincible and are more concerned with 'living in the moment'.

Overall the research revealed that a massive 63% of British women surveyed aged between 25 and 55 do not actively take steps to look after their long term health.

Clinical Nutritionist Suzie Sawyer comments: "This research has revealed a worrying trend that's sweeping the nation. With today's obsession with youth and looks, women are only starting to think about their longer term health after the age of 35. This is a massive wake up call for us all: looking after yourself from the inside is much more important than the outside. We can't turn back time, but we can all take simple preventative steps to address future health concerns from an earlier age."

"Osteoporosis, for example, is considered an 'older person's' disease. But when you realise that peak bone density is reached around age 25 you start to understand how important it is to take care of your body earlier than you might think. Lack of exercise, yo-yo dieting and fizzy drinks, including diet drinks, can also deplete bone density. So whether you're 25 or 55, taking steps to protect your bone health now is so important for the future"

Osteoporosis is a common condition affecting around three million people in the UK today. Bones stop growing between the ages of 16 and 18 and continue to increase in density until the mid-20s. Losing bone density is a normal part of the ageing process, but for some people it can lead to osteoporosis and an increased risk of bone fractures and breaks. 1

"The Journal of Human Nutrition and Dietetics review found good evidence for the benefits of both Vitamin D and Calcium for bone health" 2

Introducing NEW Alive! Calcium Soft Jells

Alive! Calcium Soft Jells have been specially developed to provide a unique formulation of Calcium, Vitamin D and Phosporus to support the maintenance of normal bones and teeth. Thanks to the great tasting strawberry natural fruit flavour, these melt-in-the-mouth Soft Jells are a pleasure to take every day and are suitable for adults and children from 3 years. What's more, Calcium Soft Jells support the growth and development of bone in children, so you can give one a day to your children too and ensure that you are taking steps now to look after their bones for the future.

Alive! Calcium Soft Jells are part of the Alive! range of multi-vitamins and minerals, providing optimised formulations for the whole family.

Alive! Soft Jells are suitable for vegetarians, are made with pectin and are free from gluten, soya, yeast, dairy, artificial flavours, colours and preservatives. They contain only natural fruit flavours.

Available in packs of 60, providing a month's supply for £14.99 (RRP).

Available from Holland & Barrett both in-store and online.

More information on the Alive! range can be found at

Follow us on Twitter @feelaliveuk for nutrition, lifestyle and well-being tips.

Did you know? Fast facts about Calcium

  • 99% of the calcium in your body is stored in your teeth and bones, so it's important that we keep our calcium levels topped up.
  • Calcium also helps the heart, brain, nerves, and muscles, and helps blood to clot, among other things. 3
  • Calcium deficiency has been linked to irritability and nervousness, so make sure you stay topped up. 4
  • Not sure which foods contain calcium? Calcium is obviously found in all dairy products, but there are also many great non-dairy sources of calcium including broccoli, most dark leafy greens such as kale and spinach, mackerel, sardines, soya beans, sesame seeds, and fortified grains and cereals.



2: The Hidden Health Challenges - the importance of nutrition as we age. Publication from PAGB and HSIS



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