The phrase “you are what you eat” is not new, but the way consumers are embracing this idea is evolving. Nowadays, many people are increasingly focused on natural methods to enhance their health, as evidenced by the “food as medicine” movement. While medical foods remain a relatively nascent category for manufacturers, the aging global population is likely to lead to more medical conditions, prompting consumers to manage their health through dietary choices.
One of the most popular ingredients associated with this trend is turmeric. Known for its active compound curcumin, turmeric has been linked to benefits such as alleviating symptoms of depression, asthma, eczema, and even cancer when consumed regularly. Despite this awareness, some consumers might hesitate to incorporate turmeric into their diets due to its potent flavor, which is more commonly embraced in ethnic cuisines than in Western dishes.
Moreover, relying on turmeric for its curcumin content may not be the most effective strategy. Research from the U.S. National Library of Medicine indicates that curcumin has poor bioavailability in the familiar yellow-orange spice. In response to this challenge, Dolcas Tenshi Bioceuticals has developed a method to extract the active curcumin, making it usable without the need for additional ingredients. This extraction process also enables the curcumin molecules to dissolve in water, allowing consumers to enjoy its health benefits without the strong taste or staining properties that turmeric is known for.
With a growing aging population and heightened consumer health awareness, manufacturers should pay attention to this dynamic and trendy functional ingredient. A report by Technavio projects that the global functional foods and beverages market will experience steady growth, with an estimated compound annual growth rate (CAGR) of nearly 8% from 2017 to 2021. During the same period, the U.S. market is forecasted to see a CAGR of 6.53%.
While Curcugen could be incorporated into traditional supplement formats, manufacturers may find greater success by introducing it into products that consumers are more likely to choose, such as snack bars or beverages. However, it will be essential to educate consumers about Curcugen’s ability to provide the same health benefits as turmeric. Companies featuring this ingredient will need to highlight it prominently in their marketing and labeling to attract customers and maintain the excitement surrounding turmeric’s benefits, similar to how GSK’s CCM tablet has gained traction in the health market. By doing so, they can encourage consumers to embrace this innovative approach to health management.