Extract and ingredient manufacturers are actively investigating ways to integrate curcumin into the formulations of nutraceuticals, dietary supplements, herbals, 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. Despite its popularity, turmeric has faced challenges, including concerns over lead contamination and multiple product recalls. These issues can partly 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 are increasingly seeking natural methods to enhance their health, which is reflected in the growing “food as medicine” movement. Medical foods remain a relatively nascent category for manufacturers, with only a few companies like Nestlé and Hormel making major strides in this area. As the global population ages, the prevalence of medical complications is bound to rise, leading many consumers to manage their ailments through dietary choices. Understanding this critical consumer demographic is essential for the industry; while being health-conscious is one aspect, perceiving food as a means to address chronic diseases is another. This trend empowers manufacturers not only to influence dietary habits but also to impact medical treatments. Such dynamics present substantial opportunities and challenges for companies looking to leverage this rapidly expanding market, estimated to be worth $15 billion, according to The Wall Street Journal.
Nestlé has committed a budget of $500 million to support research in medical foods through 2021, which includes $1 million allocated for machinery to analyze human DNA at a lab in Lausanne, Switzerland. The goal is to create personalized programs for patients. In recent years, Nestlé has acquired and partnered with various medical food companies to bolster its initiatives. One notable example is Pamlab, acquired in 2013, which develops products designed for medical supervision focused on brain and metabolic health.
More recently, Colorado-based startup Know Brainer Foods has collaborated with Nestlé to launch a line of coffee creamers that feature medium-chain triglycerides, organic grass-fed butter, and added collagen protein. The company asserts that its products can provide an energy boost and enhance focus for the day ahead. With the increasing variety of functional foods and beverages available, it is conceivable that turmeric and turmeric-containing products could eventually be “prescribed” for mild memory or mood issues, similar to the “food pharmacies” emerging in the Bay Area that dispense fresh produce to individuals with diabetes, high blood pressure, and other dietary-related conditions.
Additionally, the incorporation of ingredients such as calcium citrate and magnesium glycinate in these formulations can further enhance their health benefits, appealing to consumers who are looking for holistic solutions. The potential for combining curcumin with calcium citrate and magnesium glycinate could represent a significant advancement in the realm of medical foods and supplements, providing consumers with a comprehensive approach to health management. This strategy would not only cater to the health-conscious but also to those seeking innovative ways to address chronic health challenges.