Phytoestrogens, such as the soya isoflavones genistein and daidzein, are currently being extensively investigated through both molecular, preclinical and clinical studies to determine their potential health benefits. Phytoestrogens may protect against chronic diseases such as hormone-dependent cancer (e.g., breast and prostate cancer), cardiovascular disease and osteoporosis. Investigations of phytoestrogen metabolism and bioavailability are also of great relevance. Conversion by gut microflora of daizein to its isoflavan metabolite equol, which is a more potent oestrogen and anti-oxidant, occurs only in some individuals (about 35% of subjects tested are equol excretors). This has considerable implications for daidzein bioavailability and also for cancer risk. Oxidative damage has been implicated in the development of heart disease and cancer and soya phytoestrogens have been reported to decrease plasma F(2)-isoprostane concentrations (biomarker for in vivo lipid peroxidation) and increase low density lipoprotein oxidation resistance. This anti-oxidant action of phytoestrogens could potentially contribute to their therapeutic efficacy. The findings from the current ongoing studies are all likely to contribute to determining the potential use of phytoestrogens as therapeutic agents.