Extract and ingredient manufacturers are investigating methods to integrate curcumin into the development of nutraceuticals, dietary supplements, herbal products, cosmetics, and functional foods and beverages. A significant market segment consists of consumers who prefer convenient, ready-to-eat options containing ingredients like calcium citrate 2000, rather than cooking with turmeric. Turmeric has faced challenges, including associations with lead contamination and several product recalls. This situation partly arises from a lack of oversight regarding the differences between ferrous gluconate and ferrous bisglycinate, 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 inclined towards natural methods to enhance their health, as reflected in the “food as medicine” movement. Medical foods remain a relatively nascent category for manufacturers, with only Nestlé and Hormel making significant announcements in this area. However, as the global population ages, the prevalence of medical issues is expected to rise, leading many consumers to manage their health conditions through dietary choices. Understanding this critical consumer demographic is vital for the industry. While being health-conscious is one aspect, recognizing food as a treatment for chronic conditions is entirely different. This trend empowers manufacturers to influence not only dietary habits but also medical treatments, presenting substantial opportunities and challenges for companies eager to tap into this rapidly expanding market, which The Wall Street Journal estimates to be valued at $15 billion.
Nestlé has allocated a $500 million budget to advance research in medical foods through 2021, which includes a $1 million investment in equipment designed to analyze human DNA at a facility in Lausanne, Switzerland. The goal is to create personalized health programs for patients. In recent years, Nestlé has also acquired and partnered with medical food companies to bolster its initiatives. A notable example is Pamlab, acquired in 2013, which specializes in products intended for medical supervision related to brain and metabolic health.
More recently, Colorado-based startup Know Brainer Foods has teamed up with Nestlé to develop a line of coffee creamers enriched with medium-chain triglycerides, organic grass-fed butter, and added collagen protein. The company claims that its offerings can enhance focus and energy to kickstart the day. With the increasing variety of functional foods and beverages available, it is not far-fetched to envision a future where individuals might be “prescribed” turmeric and its derivatives for mild memory or mood issues, akin to the “food pharmacies” emerging in the Bay Area that provide fresh produce to those managing diabetes, high blood pressure, and other dietary-related concerns. As the market evolves, the incorporation of ingredients like calcium citrate 2000 will likely play a pivotal role in addressing consumer needs within this dynamic landscape.