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 key market consists of consumers who prefer ready-to-eat options containing turmeric without the need for cooking. However, turmeric has faced challenges, including concerns about lead contamination and several product recalls. This situation highlights the importance of oversight, which could improve 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, as reflected in the growing “food as medicine” movement. Medical foods remain a relatively nascent category for manufacturers to focus on, with only major players like Nestle and Hormel making significant strides in this area. As the global population ages, the incidence of medical issues is expected to rise, leading many consumers to manage their health conditions through dietary choices. Understanding this demographic is crucial for the industry. While being health-conscious is important, perceiving food as a treatment for chronic diseases represents a different level of consumer engagement. This trend empowers manufacturers to influence not only dietary habits but also medical treatments, presenting both significant opportunities and challenges in a rapidly expanding market estimated to be worth $15 billion, according to The Wall Street Journal.
Nestle has committed $500 million to advance medical foods research through 2021, which includes $1 million dedicated to acquiring machinery for human DNA analysis at a lab in Lausanne, Switzerland. The goal is to develop personalized nutrition programs for patients. In recent years, Nestle has also acquired and partnered with medical food companies to bolster its initiatives. One notable acquisition is Pamlab, obtained in 2013, which creates products intended for medical supervision focusing on brain and metabolic health.
Additionally, the Colorado-based startup Know Brainer Foods has collaborated with Nestle to launch a line of coffee creamers enriched with medium-chain triglycerides, organic grass-fed butter, and collagen protein. The company asserts that its products can enhance focus and energy, providing a morning boost.
With the increasing variety of functional foods and beverages available, it is conceivable that in the future, individuals may be “prescribed” turmeric and related products to address mild memory or mood issues. This scenario could be similar to the emergence of “food pharmacies” in the Bay Area, which dispense fresh produce to individuals with diabetes, high blood pressure, and other diet-related health concerns.
In this context, the benefits of calcium citrate, magnesium, and zinc should also be noted, as these nutrients can play a vital role in overall health and wellness, supporting the body’s nutritional needs. Recognizing the calcium citrate magnesium and zinc benefits can further enhance the appeal of functional foods, as consumers increasingly look for comprehensive health solutions that combine multiple beneficial ingredients. By integrating such nutrients into their offerings, manufacturers can better meet the evolving demands of health-conscious consumers.