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Forget the 'Old' Stereotypes - New Survey Reveals that Baby Boomers Are Feeling More 'Young' and Active than Ever!
Date:10/18/2007

Nearly 50 Percent of Boomers Say They Are More Adventurous and Willing to

Experiment Now Than When They Were in Their 20s - Boomers Can Stay On-the-Go with New ThermaCare(R) Arthritis HeatWraps -

CINCINNATI, Oct. 18 /PRNewswire-FirstCall/ -- In a recent study, sixty- four percent of baby boomers claim they feel an average of 11 years younger than their actual age; and nearly half (48 percent) say they are more adventurous and willing to experiment now than when they were in their 20s. Yet, more than two out of three boomers (67 percent) also admit they suffer from muscle or joint pain, most of which (63 percent) occurs at least once a week. Even with often-debilitating arthritis pain, this on-the-go generation shows no signs of slowing down.

"More than 21 million Americans suffer from osteoarthritis (OA), the most common joint disease and form of arthritis," said Vonda Wright, M.D., medical advisor for the Arthritis Foundation. "And as the baby boomer generation ages, this number will increase significantly. Active boomers are particularly at risk due to the overuse of their aging joints. Though there is no standard treatment of OA, it is important to find a pain management solution that you are comfortable with to decrease pain and improve mobility."

While more than 90 percent believe chronic muscle and joint pain is treatable, nearly 80 percent say they are always looking for newer and better ways to care for their body and help manage muscle or joint pain. In fact, more than half (52 percent) prefer to seek out homeopathic remedies or natural solutions rather than medication.

Now, boomers can continue their active lifestyles with on-the-go arthritis pain relief from new ThermaCare(R) Arthritis HeatWraps, an air-activated heat wrap designed to help manage the pain of arthritis flare-ups with 12 hours of heat. ThermaCare Arthritis is available in three versions; each specifically designed for a comfortable fit on common arthritis pain sites: the hand & wrist, knee & elbow and neck & shoulders.

"Life doesn't need to stop because of an arthritis flare-up," said baby boomer Julie Isphording, former Olympic marathon runner, and health and wellness expert who has suffered from OA for 10 years. "My health is very important to me, so I choose not to let my achy joints interfere with my active lifestyle. Instead, I look for treatments that help me cope with my arthritis symptoms and offer me the freedom to continue doing the things I love."

Boomers surveyed agree with Isphording. Sixty-nine percent of boomers choose to work through their arthritis pain instead of letting it stop them from living a full life. And seven out of ten boomers say that muscle or joint pain interfering with their lifestyle is a bigger annoyance than making sure they get enough exercise and stay fit (73 percent vs. 27 percent). Three- quarters of boomers keep an active lifestyle to stay healthy; and majority (53 percent) exercise or engage in other physical activities at least two to three times a week.

And the boomer generation has every intention of staying active. Forty percent of boomers surveyed said they are living healthier and are more physically fit than they were in their 20s. These active adults regularly participate in activities such as hiking, cycling and bowling. In fact, one in three boomers who have children (33 percent) boast they could beat them in at least one sport such as golf, bowling or tennis. And more than one-third of respondents would consider going to a night club (38 percent) or attending a rock concert (33 percent) in the next year.

Bill McCarberg, MD, founder of the Chronic Pain Management Program for Kaiser Permanente in San Diego, recommends long periods of heat therapy for active boomers suffering from osteoarthritis symptoms. "Recent studies have shown using heat therapy to treat OA results in significant therapeutic benefits, including greater pain relief, less muscle stiffness, increased flexibility and reduced disability compared to other treatment methods," Dr. McCarberg said. "I have also found long periods of heat therapy to be an effective treatment option for my own patients, especially among active individuals."

ThermaCare Arthritis provides continuous heat that penetrates the muscle, providing pain relief. Heat also decreases joint stiffness associated with OA, and temporarily increases local blood circulation in the muscle and joint delivering oxygen and nutrients to the pain site.

ThermaCare Arthritis HeatWraps will be available in October in the pain relief aisle at food, drug and mass stores nationwide. The MSRP of ThermaCare Arthritis is $8.99. To learn more about continuous heat therapy and how it can assist with arthritis flare-up pain, log on to http://www.thermacare.com.

About the "Boomers Get Moving" survey

The "Boomers Get Moving" survey was conducted by Kelton Research between September 10 and September 14, 2007, using an email invitation and online survey. Quotas are set to ensure reliable accurate representation of the total U.S. population age 43 to 61. A sample size of 1,024 were surveyed to investigate baby boomers' lifestyle activities and related arthritis symptoms.

About Procter & Gamble (NYSE: PG)

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including ThermCare(R), Vicks(R), Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R). Bounty(R), Dawn(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R), and Braun(R). The P&G community consists of almost 140,000 employees working in more than 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.


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SOURCE Procter & Gamble
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