TWO-HUNDRED people die at the age of 40 and the figure doubles for those who are 45-years-old, which are normally premature deaths, says the national adviser for non-communicable diseases Dr Isimeli Tukana.
He revealed the figures during a workshop aimed at controlling the marketing to children of sugar-sweetened beverages and other unhealthy foods.
In his presentation Dr Tukana said 80 per cent of NCD related illnesses were influenced by lifestyle while only 20 per cent were medical.
He said the fight against NCDs in the country was a national crisis.
"When anyone tells you crisis, you should be alarmed," he said.
"If Fijians are dying at 40, then Fijians are sick at 20, if Fijians are sick at 20 then lifestyle or behaviour must be created at conception.
"The root of the NCD crisis is childhood, in the Fijian context, from conception to 18 years. The solution or any attempt to solve the crisis should be targeted at Fijian children's conception to 18 years."
Dr Tukana said with an average of 20,000 children born every year in the country, parents and guardians should be educated on NCD related illnesses and how it affected one's life.