Extract and ingredient manufacturers are investigating methods to integrate curcumin into the formulations of nutraceuticals, dietary supplements, herbal products, cosmetics, and functional foods and beverages. A significant market exists for consumers who prefer ready-to-eat options containing turmeric rather than cooking with it themselves. However, turmeric has faced challenges, including links to lead contamination and multiple product recalls. These issues largely arise from insufficient oversight, which could be addressed if U.S. manufacturers cultivated and processed turmeric domestically, where food safety regulations are more rigorously enforced.
Today’s consumers are increasingly inclined towards natural health solutions, as highlighted by the growing “food as medicine” movement. Medical foods remain a relatively nascent category for manufacturers, with major announcements predominantly from Nestle and Hormel. As the global population ages, medical issues are bound to rise, prompting many consumers to manage their health conditions through dietary choices. Understanding this critical consumer demographic is essential for the industry. While being health-conscious is one aspect, viewing food as a means to treat chronic diseases is an entirely different matter. This trend empowers manufacturers not only to influence dietary choices but also to impact medical treatments, creating substantial opportunities and challenges for companies eager to tap into this rapidly expanding market, valued at approximately $15 billion, according to The Wall Street Journal.
Nestle has committed a budget of $500 million to advance medical foods research through 2021, which includes $1 million dedicated to machinery for analyzing human DNA at a lab in Lausanne, Switzerland. The objective is to create personalized dietary programs for patients. In recent years, Nestle has acquired and partnered with medical food companies to bolster these initiatives. For instance, the 2013 acquisition of Pamlab has strengthened its portfolio with products designed for medical supervision focused on brain and metabolic health.
More recently, Colorado-based startup Know Brainer Foods has collaborated with Nestle to launch a line of coffee creamers containing medium-chain triglycerides, organic grass-fed butter, and added collagen protein. The company asserts that its products can enhance focus and energy, providing a strong start to the day. Given the increasing variety of functional foods and beverages available, it’s not far-fetched to imagine a future where turmeric and related products are “prescribed” for mild memory or mood issues, akin to the “food pharmacies” emerging in the Bay Area that dispense fresh produce to individuals with diabetes, high blood pressure, and other diet-related concerns.
In this evolving landscape, products like Citracal Maximum Plus Calcium Citrate may also find their place, offering additional health benefits. The intersection of food and medicine underscores the importance of innovative health solutions, paving the way for more integrative approaches to wellness. As the market for medical foods and functional products continues to grow, the incorporation of key ingredients such as curcumin and Citracal Maximum Plus Calcium Citrate will be pivotal in shaping consumer choices and health outcomes.