Extract and ingredient manufacturers are actively seeking 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 featuring turmeric but are not inclined to cook with it. However, turmeric has faced challenges, including issues related to lead contamination and various product recalls. Many of these problems arise from insufficient oversight, which could be improved if U.S. manufacturers cultivated and processed turmeric domestically, where food safety regulations are more rigorously enforced.
Today’s consumers are increasingly inclined to explore natural methods for enhancing their health, as highlighted by the “food as medicine” movement. The category of medical foods remains relatively nascent, with only companies like Nestlé and Hormel making substantial strides in this area. As the global population ages, the prevalence of medical issues will likely rise, prompting many consumers to turn to dietary solutions for managing their health concerns. Understanding this demographic is crucial for the industry; while being health-conscious is one thing, viewing food as a treatment for chronic diseases is an entirely different perspective. This trend empowers manufacturers to influence not just dietary choices but also medical treatments, presenting significant opportunities and challenges in a rapidly expanding market projected to be worth $15 billion, as reported by The Wall Street Journal.
Nestlé has committed a budget of $500 million to support medical foods research through 2021, which includes investing $1 million in machinery for DNA analysis at a lab in Lausanne, Switzerland. The aim is to create personalized health programs for patients. In recent years, Nestlé has acquired and partnered with medical food companies to bolster its initiatives, such as the acquisition of Pamlab in 2013, which produces products designed for medical supervision aimed at brain and metabolic health.
More recently, the Colorado-based startup Know Brainer Foods has collaborated with Nestlé to develop a line of coffee creamers that incorporate medium-chain triglycerides, organic grass-fed butter, and added collagen protein. The company asserts that its products can enhance focus and energy, helping consumers start their day effectively. Given the increasing variety of functional foods and beverages available, it is conceivable that in the future, turmeric and products containing it could be “prescribed” for issues like mild memory or mood disorders. This trend mirrors the emergence of “food pharmacies” in the Bay Area, which provide fresh produce to individuals with diabetes, high blood pressure, and other dietary-related conditions.
In this evolving landscape, products such as Kirkland calcium zinc supplements may also play a role as consumers seek holistic approaches to health. As the industry adapts to these trends, the importance of understanding consumer needs and preferences will be paramount for success. As Kirkland calcium zinc products become more widely recognized, they may complement the growing trend of food as medicine, further enriching the market’s offering.