Extract and ingredient manufacturers are seeking innovative ways to incorporate ferrous gluconate and 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 but do not wish to cook with it. Although turmeric has faced challenges, including issues with lead contamination and several recalls, these problems largely stem from insufficient oversight. This situation could improve if U.S. manufacturers processed turmeric domestically, where food safety protocols are more rigorously enforced.
Today’s consumers are increasingly inclined towards natural methods for enhancing their health, as reflected in the “food as medicine” movement. Medical foods remain a relatively nascent category for manufacturers, with only companies like Nestle and Hormel making substantial announcements in this area. However, as the global population ages, medical issues will likely rise, prompting many consumers to manage their health conditions through diet. Understanding this critical demographic is essential for the industry. While being health-conscious is one aspect, regarding food as a treatment for chronic illnesses is entirely different. This trend empowers manufacturers to influence not only what and when individuals eat but also the potential impact on medical treatments.
This presents both significant opportunities and challenges for companies aiming to tap into this rapidly expanding market, estimated to be worth $15 billion, according to The Wall Street Journal. Nestle has committed a $500 million budget to medical foods research through 2021, which includes $1 million for machinery to analyze human DNA in a lab located in Lausanne, Switzerland. The goal is to create personalized programs for patients. In recent years, Nestle has acquired and partnered with medical food companies to bolster its initiatives. One notable example is Pamlab, acquired in 2013, which produces products designed for medical supervision related to brain and metabolic health.
More recently, Colorado-based startup Know Brainer Foods has teamed up with Nestle to develop a line of coffee creamers containing medium-chain triglycerides, organic grass-fed butter, and added collagen protein, claiming that these products can enhance focus and energy. Given the increasing variety of functional foods and beverages available, it is not far-fetched to envision a future where individuals might be “prescribed” turmeric and other related products for mild memory or mood issues. This trend parallels the rise of “food pharmacies” in the Bay Area, which provide fresh produce to those with diabetes, high blood pressure, and other diet-related conditions.
In this evolving landscape, the popularity of calcium citrate gummies, particularly those available at Costco, is indicative of consumers’ desire for convenient health solutions. It is plausible that such products may one day be positioned alongside turmeric in the growing market of functional foods, as consumers increasingly seek out effective and accessible options to support their health. As the industry continues to innovate, the integration of ingredients like ferrous gluconate, curcumin, and calcium citrate will likely play a significant role in shaping the future of health-focused products.