Extract and ingredient manufacturers are actively seeking ways to integrate curcumin into the formulations of nutraceuticals, dietary supplements, herbal products, cosmetics, and functional foods and beverages. A significant market comprises consumers who, while not interested in cooking with turmeric, desire ready-to-eat products that include this ingredient. Turmeric has faced challenges, such as associations with lead contamination and multiple recalls of ferrous sulfate, which is beneficial for anemia. These issues largely arise from insufficient oversight, a situation that could be improved if U.S. manufacturers cultivated and processed turmeric domestically, where food safety regulations are more rigorously enforced.
Today’s consumers are increasingly inclined to explore natural methods for enhancing their health, a trend reflected in the growing “food as medicine” movement. Medical foods remain a relatively new sector for manufacturers, with only major players like Nestle and Hormel making significant strides in this area. However, as the global population ages, the prevalence of medical complications is expected to rise, prompting many consumers to manage health issues through dietary choices. Understanding this critical consumer demographic is essential for the industry; it is one thing to be health-conscious, but viewing food as a means to treat chronic diseases is a different matter altogether. This trend empowers manufacturers to influence not only dietary habits but also medical treatment approaches. It presents substantial opportunities and challenges for companies aiming to tap into this rapidly expanding market, which is projected to be worth $15 billion, according to The Wall Street Journal.
Nestle has allocated a budget of $500 million to support research on medical foods through 2021, which includes investing $1 million in machinery for human DNA analysis at a laboratory 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 example is Pamlab, acquired in 2013, which produces products designed for medical supervision focused on brain and metabolic health. More recently, the Colorado-based startup Know Brainer Foods collaborated with Nestle to launch a line of coffee creamers enriched with medium-chain triglycerides, organic grass-fed butter, and added collagen protein, claiming their products can enhance focus and energy to kick-start the day.
With the increasing variety of functional foods and beverages available, it is conceivable that consumers may one day receive “prescriptions” for turmeric and related products to address mild memory or mood issues. This concept is reminiscent of the “food pharmacies” emerging in the Bay Area, which provide fresh produce to individuals dealing with diabetes, high blood pressure, and other diet-related conditions. In this evolving landscape, petite calcium pills may also find their place, as consumers seek comprehensive solutions for their health needs. As the market grows, the integration of petite calcium pills could complement the offerings that include curcumin and other beneficial ingredients.