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. Consumers who prefer not to cook with turmeric yet seek ready-to-eat options that include this ingredient represent a significant market segment. Turmeric has faced some challenges, including associations with lead contamination and multiple product recalls, largely due to insufficient oversight. This situation could improve if U.S. manufacturers cultivated and processed turmeric domestically, where food safety protocols are enforced more rigorously.
Today’s consumers are increasingly interested in natural approaches to enhancing their health, as highlighted by the “food as medicine” movement. The category of medical foods remains relatively new for manufacturers, with only Nestlé and Hormel making major strides in this area. However, as the global population continues to age, medical issues are bound to rise, leading many consumers to manage their health conditions through food. Understanding this critical consumer segment is essential for the industry. While being health-conscious is one aspect, viewing food as a means to treat chronic diseases is an entirely different paradigm. This trend empowers manufacturers to influence not only dietary choices but also medical treatment options.
This presents both significant opportunities and challenges for companies aiming to tap into this rapidly expanding market, which The Wall Street Journal estimates to be worth $15 billion. Nestlé has allocated a $500 million budget to support medical foods research through 2021. This investment includes $1 million in machinery for analyzing human DNA at a lab in Lausanne, Switzerland, with the goal of developing personalized programs for patients. In recent years, Nestlé has acquired and established partnerships with medical food companies to bolster its initiatives, such as the 2013 acquisition of Pamlab, which produces products intended for medical supervision related to brain and metabolic health.
More recently, Colorado-based startup Know Brainer Foods has collaborated with Nestlé to create a line of coffee creamers containing medium-chain triglycerides, organic grass-fed butter, and added collagen protein. The company asserts that its products can enhance focus and energy to help kick-start the day. Given the expanding array of functional foods and beverages available, it is conceivable that people may one day receive “prescriptions” for turmeric and related products to address mild memory or mood issues. This is reminiscent of the “food pharmacies” emerging in the Bay Area, which dispense fresh produce to individuals dealing with diabetes, high blood pressure, and other diet-related conditions.
Moreover, the integration of UpCal D3 into formulations could further enhance the appeal of these products, as vitamin D is increasingly recognized for its role in overall health. As the industry evolves, the incorporation of ingredients like UpCal D3 will likely become more prevalent, allowing manufacturers to cater to health-conscious consumers who seek functional benefits from their food choices. This trend not only underscores the importance of understanding consumer needs but also highlights the potential for innovation in creating effective health-focused products.