When A Drink Of Coffee Does Not Merely Contain Coffee

By Soraya Jamal

KUALA LUMPUR, July 18 (Bernama) -- The modern way of living demands the best of performance from us at all times.

People are expected to put in optimum effort to achieve maximum results in a whole range of environment be it at the workplace, social and sports events as well as in more intimate settings.

In our eagerness to rejuvenate our mental and physical prowess, most will resort to the consumption of various food supplements and tonic available in the market.These include the energy-enhancing drinks.

Beverages like Tongkat Ali and Kacip Fatimah are claimed to be natural energy boosters.A drink of coffee nowadays no longer involve the consumption of just a plain cup of coffee.

Instead, your cuppa now comes premixed with a variety of powdered herbs purportedly to provide the much needed energy booster to enable you to give your best performance in whatever it is that you have set your mind on.

INTERNAL POWER

The extra boost is usually referred to as the "internal power"; and much like martial arts disciples, gullible consumers are forever searching for and willing to pay more to obtain the elusive "inner power".

Advertisements in the print and electronic media allude that the partake of such performance enhancers can rejuvenate the "male libido" and provide an energetic performance that is guaranteed to satisfy.Stories that highlight what these energy-drinks could do abound on the websites.

This deluge of "male libido boosters" begs some pertinent questions.With hormones all pepped up and rearing to go, can the user maintain control of himself or is such hormonal avalanche a contributory factor in the rise in sexual crimes of late?

According to the Muslim Consumers Association secretary-general, Datuk Dr Maamor Osman, there are no statistics to point out that such beverages contribute to the increase in sexual offences."

Maybe it is only an assumption. Such beverages may lead to statements with sexual undertones or harassment. However it has yet to reach the point where sexual crimes like rape happens," he said.

TONGKAT ALI

Tongkat Ali or Eurycoma Longifolia Jack is a root that is usually linked to "male prowess". It is found in the forests and highlands in the Malay archipelago.

Due to its taste, the root is known as the "bitter remedy" . It is a well known cure for many health problems and diseases like malaria, allergies, fever and rheumatism apart from having anti-oxidants.

Studies show that the Tongkat Ali extract is able to boost the male testosterone level by four times. Testosterone is not only for stamina and energy, it is also crucial for male virility.However women too can consume the Tongkat Ali drink as its extract improves blood circulation and metabolism.

MONITOR ADVERTISEMENTS

According to Dr Maamor, the effectiveness of these herbal beverages has yet to be scientifically proven .

"All this while, such claims are from producers and testimonials of consumers. The public easily accept these as being true".

He said people should be realistic over this issue, and advised them to maintain their health as there are no short cuts to having a healthy body."

If there are problems, go see the doctor and only buy medical products recommended by your doctor and approved by the Health Ministry. Also, improve your knowledge in food and beverage products," Dr Maamor, who is a medical practitioner, advises consumers.

Dr Maamor said there are cases when upon seeing that a certain product does not produce the desired effect, consumers add other ingredients and concoct their own remedy.

"This act can be detrimental to their health".

He said advertisements of such health enhancers are actually gimmicks and should be strictly monitored by the authorities.

Such advertisements use popular artistes to promote the product, a gimmick that goes well in the electronic media and is popular with viewers.

However the authorities should ensure that these advertisements portray the facts and do not go overboard by blowing their benefits out of proportions. capability.

SEXUAL DRIVE

Amelia Abd Aziz, a University Teknologi Mara (UiTM) associate professor, believes that such "power enhancers" do not drastically boost one's virility.

According to the Communications and Media Studies lecturer, she is concerned that fake cures may also join the bandwagon.

"I am concerned that there are fake herbal cures that do not have the approval of the Health Ministry. Consuming too much of these can be detrimental."

Furthermore there is not much herbal content in these drinks as herbs like the Tongkat Ali are not cheap," said Amelia.

She said the trend now is that producers of such beverages are targeting the younger generation."

The younger generation, they do not think much on sexual issues but they want to be active and full of energy."

Nowadays I do not see them retiring to their beds early at night but instead they go for futsal matches, meet their friends and they will become exhausted during the day."Therefore they seek to enhance their energy without thinking about the consequences," she said.

WHY THE MALAYS?

According to Amelia, advertisements on these products are well accepted by the Malays. The Malays like to use the word "power".

Why are the Malays susceptible to such herbal concoctions? The answer probably lies in the fact that the use of herbal medicine has been a long standing tradition in the Malay world, much like the Chinese who swear by the ginseng, said Amelia.

Furthermore the Malays, unlike other ethnic groups, like to focus on their sexual prowess. "Maybe its because the Malay man can take more than one wife is," she reasoned.

She said the sexual factor is of significance to the men as they associate it as a reflection of their manhood.

Men have been searching for a potent aphrodisiac since time immemorial, said Amelia."

When they are weak, they will be under stress and their self-confidence dips. Women are also concerned about their men's performance, hence a visit to the shops to get such power boosters will not deflate a man's ego as much as an appointment with the consultant would".

ITS ALL IN THE MIND

According to the Consumer Health Information Research Institute (Chiri) founder, John Renner, the human mind is the most potent aphrodisiac."

It is difficult to evaluate what was consumed by an individual but when you tell him that it was an aphrodisiac, this will invoke a sexual response," he said in the FDA website.

In terms of psychology, the mere belief that a certain product has the desired positive effect can influence the sexual potency of an individual.If a person really believes in a product, then he would feel better after consuming it.

The mind play an important role in managing the internal system of the body including the sexual organs. According to experts, the mind is the most potent sexual organ since "when we feel good, then all will be good".-- BERNAMA