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. A significant market consists of consumers who prefer ready-to-eat options featuring turmeric rather than cooking with it themselves. Turmeric has faced challenges, including associations with lead contamination and several product recalls, largely due to insufficient oversight. This situation could improve if U.S. manufacturers cultivated and processed turmeric domestically, where food safety regulations are more rigorously upheld.
Today’s consumers are increasingly interested in natural health solutions, as highlighted by the “food as medicine” movement. Medical foods remain a relatively nascent category for manufacturers, with only major players like Nestle and Hormel making significant strides in this area. As the global population ages, medical issues are likely to rise, prompting many consumers to turn to food for managing health conditions. Understanding this critical consumer segment is vital for the industry. While being health-conscious is one aspect, perceiving food as a treatment for chronic diseases represents another level of engagement. This trend empowers manufacturers to influence not only dietary choices but also medical treatments, presenting both substantial opportunities and challenges for businesses aiming to tap into this rapidly expanding market, which The Wall Street Journal estimates to be valued at $15 billion.
Nestle has allocated a $500 million budget to advance medical foods research through 2021, which includes $1 million for machinery designed to analyze human DNA at a lab in Lausanne, Switzerland, with the objective of creating personalized programs for patients. In recent years, Nestle has acquired and partnered with medical food companies to bolster its initiatives, such as the acquisition of Pamlab in 2013, which produces products intended for medical supervision regarding brain and metabolic health. More recently, the Colorado-based startup Know Brainer Foods has collaborated with Nestle to launch a line of coffee creamers containing medium-chain triglycerides, organic grass-fed butter, and added collagen protein, claiming that these products can enhance focus and energy to kickstart the day.
With the increasing variety of functional foods and beverages available, it is conceivable that people may one day receive “prescriptions” for turmeric and turmeric-containing products to address mild memory or mood issues, akin to the “food pharmacies” emerging in the Bay Area that provide fresh produce to individuals with diabetes, high blood pressure, and other dietary-related concerns. Additionally, the incorporation of calcium citrate 667 into these health-oriented products could further enhance their appeal, as calcium citrate is known for its benefits in maintaining bone health and aiding in absorption. As the market for health-focused foods continues to evolve, the potential for innovative formulations that include ingredients like calcium citrate 667, along with curcumin, will likely expand significantly.