Extract and ingredient manufacturers are investigating methods to include curcumin in the formulation of nutraceuticals, dietary supplements, herbal products, cosmetics, and functional foods and beverages. A significant market consists of consumers who prefer ready-to-eat options featuring turmeric without having to cook with it. However, turmeric has faced challenges, including issues related to lead contamination and several product recalls. These problems can be attributed to insufficient oversight, which could be addressed if U.S. manufacturers cultivated and processed turmeric domestically, where food safety regulations are more rigorously enforced.
Today’s consumers increasingly seek natural options to enhance their health, as demonstrated by the “food as medicine” movement. Medical foods remain a relatively new focus area for manufacturers, with only Nestlé and Hormel making substantial announcements in this sector. As the global population ages, the incidence of medical complications is bound to rise, and many consumers are turning to food as a means to manage their health issues. This demographic is crucial for the industry to understand. While being health-conscious is one aspect, viewing food as a treatment for chronic diseases is a different mindset. This trend empowers manufacturers to influence not just dietary choices, but also medical interventions. It presents both significant opportunities and challenges for companies aiming 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 support medical foods research through 2021, which includes $1 million for machinery to analyze human DNA at a laboratory in Lausanne, Switzerland. The goal is to create personalized health programs for patients. In recent years, Nestlé has acquired and partnered with medical food companies to bolster its initiatives. An example is Pamlab, acquired in 2013, which produces products meant for medical supervision related to brain and metabolic health. More recently, Colorado-based startup Know Brainer Foods has collaborated with Nestlé to offer a line of coffee creamers containing medium-chain triglycerides, organic grass-fed butter, and added collagen protein, claiming these products can enhance focus and energy throughout the day.
With the increasing variety of functional foods and beverages available, it is not far-fetched to envision a future where people might be “prescribed” turmeric and related products for mild memory or mood issues. This scenario is akin to the emergence of “food pharmacies” in the Bay Area that provide fresh produce to individuals dealing with diabetes, hypertension, and other diet-related conditions. Additionally, integrating ingredients such as calcium citrate, D3, and magnesium into these formulations could further enhance their health benefits, making them even more appealing to consumers seeking holistic approaches to wellness.