Extract and ingredient manufacturers are exploring methods to incorporate curcumin into the formulations of nutraceuticals, dietary supplements, herbal products, cosmetics, and functional foods and beverages. A significant market consists of consumers who prefer not to cook with turmeric but seek ready-to-eat options featuring this ingredient. Turmeric has faced challenges, including concerns over lead contamination and several recalls, largely due to insufficient oversight. This situation could improve if U.S. manufacturers grew and processed turmeric domestically, where food safety protocols are more rigorously enforced.
Today’s consumers are increasingly interested in natural health solutions, a trend underscored by the “food as medicine” movement. Medical foods remain a relatively nascent category, with only major players like Nestle and Hormel making significant strides in this area. However, as the global population ages, medical complications are likely to rise, prompting many consumers to address health issues through dietary choices. It is crucial for the industry to understand this consumer segment. Being health-conscious is one thing, but viewing food as a means to manage chronic illnesses is a completely different perspective. This trend empowers manufacturers to influence not only dietary habits but also medical treatments, presenting both opportunities and challenges in a rapidly expanding market, projected to be worth $15 billion, according to The Wall Street Journal.
Nestle has allocated a budget of $500 million to support medical food research through 2021, which includes $1 million in machinery for human DNA analysis at a lab in Lausanne, Switzerland. The goal is to create personalized health programs for patients. In recent years, Nestle has acquired and partnered with companies in the medical food sector to bolster its initiatives. For instance, it acquired Pamlab in 2013, a company that produces products designed for medical supervision aimed at brain and metabolic health.
Recently, the Colorado-based startup Know Brainer Foods collaborated with Nestle to launch a line of coffee creamers containing medium-chain triglycerides, organic grass-fed butter, and added collagen protein. The company asserts that these products can enhance focus and energy, kickstarting the day effectively. With the increasing array of functional foods and beverages available, it is conceivable that one day people might be “prescribed” turmeric and related products for mild memory or mood issues, akin to the “food pharmacies” emerging in the Bay Area that provide fresh produce to individuals with diabetes, high blood pressure, and other dietary-related ailments.
As we move deeper into the 21st century, the integration of curcumin and similar ingredients into health-oriented products underscores the growing importance of natural solutions, such as calcium plus, to enhance overall well-being. This trend is likely to continue as consumers seek out functional foods that not only taste good but also contribute to their health in meaningful ways.