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 significant market consists of consumers who prefer ready-to-eat options containing this ingredient, rather than cooking with turmeric themselves. Despite its popularity, turmeric has faced challenges, including associations with lead contamination and numerous product recalls. These issues arise partly 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 approaches to enhance their health, as indicated by the rising “food as medicine” movement. The category of medical foods remains relatively new for manufacturers, with only companies like Nestlé and Hormel making significant strides in this area. However, as the global population ages, medical complications will inevitably rise, leading many consumers to manage their health issues through diet. Understanding this critical demographic is essential for the industry. While being health-conscious is one aspect, recognizing food as a treatment for chronic diseases is another level entirely. This trend empowers manufacturers to influence dietary choices and potentially impact medical treatments, presenting both substantial opportunities and challenges in a burgeoning market valued at approximately $15 billion, according to The Wall Street Journal.
Nestlé has allocated a budget of $500 million to support medical foods research through 2021, which includes $1 million for machinery that analyzes human DNA at a lab in Lausanne, Switzerland. The aim is to create personalized health programs for patients. In recent years, Nestlé has acquired and formed partnerships with medical food companies to bolster its initiatives. An example is Pamlab, which was acquired in 2013 and specializes in products designed for medical supervision related to brain and metabolic health.
More recently, the Colorado-based startup Know Brainer Foods has teamed up with Nestlé to launch a line of coffee creamers that include medium-chain triglycerides, organic grass-fed butter, and added collagen protein. The company claims that its products can enhance focus and energy to kickstart the day. With the increasing variety of functional foods and beverages available, it is conceivable that people may one day 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 individuals with diabetes, hypertension, and other diet-related conditions.
In this evolving landscape, consumers are also looking to buy Citracal to ensure they meet their calcium needs, underscoring the connection between functional foods and dietary supplements. The desire to buy Citracal, along with products containing curcumin, highlights the growing trend of incorporating health-boosting ingredients into everyday diets. As the market continues to expand, the interplay between food and health will only deepen, making it imperative for manufacturers to adapt and innovate.