Extract and ingredient manufacturers are actively investigating methods to integrate curcumin into the formulation of nutraceuticals, dietary supplements, herbals, cosmetics, and functional foods and beverages. A significant market exists for consumers who prefer ready-to-eat options featuring turmeric without the need to cook. Despite its popularity, turmeric has faced challenges, including associations with lead contamination and several 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 applied.
Today’s consumers are increasingly seeking natural ways to enhance their health, a trend reflected in the “food as medicine” movement. Medical foods are still a relatively nascent category for manufacturers, with major announcements primarily coming from companies like Nestlé and Hormel. As the global population ages, the prevalence of medical conditions is expected to rise, leading many consumers to manage their health issues through dietary choices. Understanding this demographic is crucial for the industry; being health-conscious is one thing, but utilizing food as a treatment for chronic illnesses represents a paradigm shift. This trend empowers manufacturers to influence dietary habits and potentially impact medical treatments, presenting both significant opportunities and challenges in a rapidly expanding market projected to reach $15 billion, as reported by The Wall Street Journal.
Nestlé has allocated a budget of $500 million to support medical foods research through 2021, which includes investing $1 million in machinery to analyze human DNA at a lab in Lausanne, Switzerland, aiming to create personalized programs for patients. In recent years, Nestlé has acquired and partnered with medical food companies to bolster its initiatives. For instance, it acquired Pamlab in 2013, a company that produces products intended for use under medical supervision for brain and metabolic health. More recently, the Colorado-based startup Know Brainer Foods has teamed up with Nestlé to launch a line of coffee creamers that feature medium-chain triglycerides, organic grass-fed butter, and added collagen protein, claiming that these products can enhance focus and energy to kickstart the day.
Given the increasing variety of functional foods and beverages available, it is conceivable that people may one day receive “prescriptions” for turmeric and related products to address mild memory or mood issues. This concept is akin to the “food pharmacies” emerging in the Bay Area, which dispense fresh produce to individuals managing diabetes, high blood pressure, and other dietary-related concerns. Additionally, consumers may become more aware of supplements such as calcium citrate, which can support overall health, leading to its increased discussion and usage within this evolving market.
As the market continues to grow, the integration of ingredients like curcumin and calcium citrate could become more commonplace, prompting manufacturers to adapt to this changing landscape by offering innovative solutions that align with consumer needs for health management through food.