One of the most common products being sold in the natural health food market nowadays are goji berries. These come from the goji plant believed to have originated from the Himalayan region. Manufacturers claim various benefits of goji berry and modern scientific studies have supplied reports that substantiate some of these claims.

Since the goji fruit contains high amounts of b-carotene, one of its most well-known traditional properties is the ability to improve vision. Goji is also reported to be rich in amino acids, other vitamins and polysaccharides that have antioxidant and immuno-modulating effects. Another documented property of goji berry is its anti-aging properties which contribute to helping people live longer.