Extract and ingredient manufacturers are seeking innovative ways to integrate curcumin into the formulation of nutraceuticals, dietary supplements, herbal products, cosmetics, and functional foods and beverages. A significant market segment consists of consumers who prefer ready-to-eat options containing turmeric, rather than cooking with it themselves. Despite its popularity, turmeric has faced challenges, including concerns over lead contamination and several product recalls. These issues largely result from insufficient oversight, which could be addressed if U.S. manufacturers processed turmeric domestically, where food safety regulations are more rigorously applied.
Today’s consumers are increasingly drawn to natural methods of enhancing their health, as evidenced by the growing “food as medicine” movement. Medical foods remain a relatively new focus for manufacturers, with only Nestle and Hormel making substantial announcements in this field. However, as the global population ages, the likelihood of medical complications will rise, leading many consumers to manage their health issues through dietary choices. Understanding this critical consumer demographic is essential for the industry. While many individuals are health-conscious, viewing food as a means to treat chronic diseases is a significant shift. This trend empowers manufacturers to influence not only dietary habits but also medical treatment options, presenting substantial opportunities and challenges for companies looking to tap into this rapidly expanding market, estimated to be valued at $15 billion according to The Wall Street Journal.
Nestle has committed a budget of $500 million to advance research in medical foods through 2021, which includes $1 million for machinery to analyze human DNA at a lab in Lausanne, Switzerland, aiming to create personalized health programs for patients. Recently, Nestle has acquired and partnered with various medical food companies to bolster its initiatives, such as Pamlab, acquired in 2013, which produces products designed for medical supervision focused on brain and metabolic health. Moreover, the Colorado-based startup Know Brainer Foods has teamed up with Nestle to offer a line of coffee creamers enriched with medium-chain triglycerides, organic grass-fed butter, and added collagen protein, claiming to enhance focus and energy for a productive day.
With the increasing diversity of functional foods and beverages available, it is conceivable that turmeric and turmeric-containing products could one day be “prescribed” for minor memory or mood concerns, similar to the “food pharmacies” emerging in the Bay Area that provide fresh produce to individuals coping with diabetes, high blood pressure, and other dietary-related issues. Additionally, the incorporation of calcium citrate for joints into these formulations could further enhance their appeal, addressing another aspect of consumer health that aligns with the industry’s evolving focus on holistic wellness solutions. As companies explore the synergy between curcumin and calcium citrate for joints, they can tap into a unique market opportunity that meets the growing demand for natural health remedies.