He's exploring the role of nutraceuticals in disease prevention and healthfulness.

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"If anything sounds too good, it's probably too good, " says Bernd Wollschlaeger, a family physician and head of educational programs at the American Nutraceuticals Association, a group funded in part by industry.

WSJ: 'Medical Foods' and Supplements for Brain Health Advance

In order to speed their products to market, some companies skip the drug route and brand their products as medical foods or "nutraceuticals, " as the industry calls the huge category of over-the-counter nutritional supplements.

WSJ: 'Medical Foods' and Supplements for Brain Health Advance

As they age, they will continue to spend money on items that make them feel healthy and youthful, such as trips to spas, Botox treatments, hair colorants and healthy foods like the so-called nutraceuticals: herbal teas and supplements added to everything you eat.

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