Extract and ingredient manufacturers are investigating ways to integrate curcumin into the formulations of nutraceuticals, dietary supplements, herbal products, cosmetics, and functional foods and beverages. A significant market comprises consumers who prefer not to cook with turmeric but seek convenient ready-to-eat options containing this ingredient. Turmeric has faced challenges, including associations with lead contamination and several product recalls, largely due to insufficient oversight. This issue could be addressed if U.S. manufacturers cultivated and processed turmeric domestically, where food safety regulations are more rigorously enforced.
Today’s consumers are increasingly inclined toward natural methods for enhancing their health, as reflected in the “food as medicine” movement. Medical foods remain a relatively nascent category for manufacturers, with only companies like Nestle and Hormel making substantial announcements in this space. However, as the global population ages, the incidence of medical complications is set to rise, and many consumers will likely turn to food as a means to manage health issues. This creates a crucial demographic for the industry to comprehend; being health-conscious is one thing, but perceiving food as a treatment for chronic diseases is entirely different. This trend empowers manufacturers to influence not just dietary choices, but also medical treatments, presenting significant opportunities and challenges in a rapidly expanding market valued at an estimated $15 billion, according to The Wall Street Journal.
Nestle has allocated a budget of $500 million to support research in medical foods 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, Nestle has acquired and formed partnerships with various medical food companies to bolster its initiatives. For instance, the acquisition of Pamlab in 2013, which produces products for brain and metabolic health under medical supervision, exemplifies this strategy.
Recently, Colorado-based startup Know Brainer Foods has teamed up with Nestle to launch a line of coffee creamers that incorporate medium-chain triglycerides, organic grass-fed butter, and added collagen protein. The company claims that these products can enhance focus and energy levels to kickstart the day. Given the increasing diversity of functional foods and beverages available, it is conceivable that in the future, individuals may be “prescribed” turmeric and related products for mild memory or mood issues, much like the “food pharmacies” emerging in the Bay Area that provide fresh produce to individuals with diabetes, high blood pressure, and other diet-related concerns.
Additionally, with the growing recognition of vital nutrients such as calcium citrate malate, the role of food in health management is becoming more pronounced. As consumers become more aware of these vital nutrients, the demand for products that combine curcumin with essential components like calcium citrate malate is likely to increase. This convergence of health consciousness and nutrient awareness highlights a significant opportunity for manufacturers to innovate and cater to a market that is not just health-focused but also seeks preventive and therapeutic food options.