We've all heard the forecasts that health marketing will be a gold mine for retailers as the population ages. But things are rarely that simple. Two new studies emerged this month that are sure to baffle even the most health-conscious consumers. They were conducted by The Women's Health Initiative of the National Institutes of Health and received major exposure in the general media. Each study involved women ages 50 to 79 and produced findings that seemed to overturn widespread beliefs. ...

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