Extract and ingredient manufacturers are actively seeking ways to integrate curcumin into the formulations of nutraceuticals, dietary supplements, herbals, cosmetics, and functional foods and beverages. A significant market exists for consumers who prefer ready-to-eat options containing turmeric rather than cooking with it themselves. However, turmeric has faced challenges, including instances of lead contamination and numerous product recalls, largely due to insufficient oversight. This issue could be addressed if U.S. manufacturers grew and processed turmeric domestically, where food safety protocols are more rigorously applied.
Today’s consumers are increasingly inclined towards natural methods for enhancing their health, as demonstrated by the “food as medicine” movement. Medical foods remain a relatively nascent area for manufacturers, with major contributions from companies like Nestle and Hormel. As the global population ages, medical complications are bound to rise, leading many consumers to manage their health issues through food. Understanding this critical consumer segment is essential for the industry; being health-conscious is one thing, but viewing food as a treatment for chronic diseases is entirely different. This trend empowers manufacturers to influence not only dietary choices but also medical treatment options, presenting significant opportunities and challenges in a rapidly expanding market valued at approximately $15 billion, according to The Wall Street Journal.
Nestle has allocated a budget of $500 million to advance research in medical foods through 2021, which includes investing $1 million in machinery for analyzing human DNA at a laboratory in Lausanne, Switzerland, aimed at developing personalized programs for patients. In recent years, Nestle has acquired and formed partnerships with medical food companies to bolster its initiatives. One such acquisition was Pamlab in 2013, which produces medical supervision products targeting brain and metabolic health. More recently, Colorado-based startup Know Brainer Foods has collaborated with Nestle to launch a range of coffee creamers that incorporate medium-chain triglycerides, organic grass-fed butter, and added collagen protein, claiming their products boost focus and energy for the day ahead.
With the ever-increasing variety of functional foods and beverages available, the notion of “prescribing” turmeric or turmeric-infused products for mild memory or mood issues may not be far-fetched. This could parallel the emergence of “food pharmacies” in the Bay Area, which provide fresh produce to individuals with diabetes, high blood pressure, and other dietary-related conditions. Additionally, the use of calcium citrate small pills alongside these functional foods could enhance the overall health benefits, making it a holistic approach to wellness that integrates both food and supplements effectively. The potential for integrating calcium citrate small pills with turmeric products could further enrich this health-focused trend, providing consumers with convenient options for managing their well-being.