Extract and ingredient manufacturers are 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 rather than cooking with it themselves. However, turmeric has faced challenges, including associations with lead contamination and numerous product recalls. This issue largely arises from insufficient oversight, which could be addressed if U.S. manufacturers cultivated and processed turmeric domestically, where food safety regulations are more rigorously implemented.
Today’s consumers are increasingly inclined toward natural health solutions, reflected in the “food as medicine” trend. The category of medical foods remains relatively new for manufacturers, with major announcements primarily from companies like Nestle and Hormel. As the global population ages, the prevalence of medical issues is expected to rise, prompting many consumers to use food to manage their health conditions. Understanding this consumer base is crucial for the industry. While being health-conscious is important, perceiving food as a treatment for chronic diseases represents a significant shift. This trend empowers manufacturers to influence not just dietary choices but also medical interventions, presenting both opportunities and challenges in a rapidly expanding market projected to be valued at $15 billion, according to The Wall Street Journal.
Nestle has allocated a $500 million budget to advance medical foods research through 2021, which includes investing $1 million in equipment to analyze human DNA at their lab in Lausanne, Switzerland. The goal is to create personalized health 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 designed for medical supervision targeting brain and metabolic health.
Recently, Colorado-based startup Know Brainer Foods has teamed up with Nestle to offer a range of coffee creamers enriched with medium-chain triglycerides, organic grass-fed butter, and added collagen protein. This collaboration aims to provide products that enhance focus and energy, making mornings more productive.
Given the increasing variety of functional foods and beverages available, it’s plausible that one day, individuals could receive “prescriptions” for turmeric and related products to address mild memory or mood issues. This concept is akin to the emergence of “food pharmacies” in the Bay Area, which provide fresh produce to individuals dealing with diabetes, high blood pressure, and other diet-related concerns. Meanwhile, products like Solgar D3 Calcium could complement such a dietary approach, further emphasizing the integration of nutrition as a key element in managing health.