The so-called 'baby-boomer' generation (people born in Britain in the late 1940's /early 1950's) will enjoy a good chance of reaching a ripe old-age. They benefited from a diet that was austere but healthy when they were children and this has influenced their adult tastes. In addition, people in this age group have given up unhealthy activities such as smoking cigarettes. In contrast, the generation represented by those currently in their 20's and early 30's are in danger of experiencing serious health problems which would decrease their life expectancy. This is the 'Big Mac' generation whose childhood diet was high in fat and sugar, which they continue to crave. They also show worrying tendencies to indulge in 'binge drinking' and other health-threatening activities.