Extract and ingredient manufacturers are actively 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 featuring turmeric but are not inclined to cook with it. Turmeric has encountered some challenges, including issues with ferrous fumarate 210mg tablets linked to lead contamination and multiple recalls. These issues partly arise from insufficient oversight, which could be addressed if U.S. manufacturers cultivated and processed turmeric domestically, where food safety protocols are more rigorously enforced.
Today’s consumers are increasingly interested in natural methods to enhance their health, as evidenced by the “food as medicine” movement. Medical foods represent a relatively new category for manufacturers to target, with only companies like Nestle and Hormel making significant strides in this area. However, as the global population ages, the prevalence of medical complications is bound to rise, leading many consumers to manage their health issues through food. Understanding this critical consumer demographic is essential for the industry. It is one thing to prioritize health, but viewing food as a treatment for chronic diseases is another matter entirely. This trend empowers manufacturers not only to influence dietary choices but also to impact medical treatments. The fast-growing market for these products is estimated to be worth $15 billion, as reported by The Wall Street Journal.
Nestle has allocated a budget of $500 million to support research in medical foods through 2021, which includes investing $1 million in machinery to analyze human DNA at a lab in Lausanne, Switzerland. The goal is to develop personalized programs for patients. In recent years, Nestle has pursued acquisitions and formed partnerships with medical food companies to bolster its initiatives. For instance, it acquired Pamlab in 2013, a company that produces products for use under medical supervision to support brain and metabolic health. More recently, the Colorado-based startup Know Brainer Foods has teamed up with Nestle to offer a line of coffee creamers featuring medium-chain triglycerides, organic grass-fed butter, and added collagen protein. The company asserts that its products can help kick-start the day with enhanced focus and energy.
With the ever-expanding array of functional foods and beverages available, it is conceivable that people may one day be “prescribed” turmeric and related products for mild memory or mood issues. This scenario parallels the emergence of “food pharmacies” in the Bay Area, which provide fresh produce to individuals dealing with diabetes, high blood pressure, and other dietary-related challenges. Additionally, brands like Blackmores are contributing to this trend with their calcium citrate products, potentially offering consumers more options to incorporate beneficial ingredients into their diets. As the market evolves, the integration of products like Blackmores calcium citrate could further enhance the appeal of functional foods and nutraceuticals.