Extract and ingredient manufacturers are investigating methods to integrate curcumin into the production of nutraceuticals, dietary supplements, herbal products, cosmetics, and functional foods and beverages. A significant market exists for consumers who prefer ready-to-eat options featuring turmeric but may not want to cook with it. However, turmeric has faced challenges, including concerns over 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 standards are more rigorously applied.
Today’s consumers are increasingly inclined towards natural health solutions, which is reflected in the “food as medicine” movement. Medical foods represent a relatively new focus for manufacturers, with companies like Nestle and Hormel making notable strides in this area. As the global population ages, the incidence of medical issues is likely to rise, prompting many consumers to manage their health conditions through diet.
Understanding this consumer segment is vital for the industry. While being health-conscious is important, perceiving food as a means to address chronic diseases is a significant shift. This trend empowers manufacturers to influence dietary choices and potentially impact medical treatments. The fast-growing market, estimated to be worth $15 billion according to The Wall Street Journal, presents both opportunities and challenges for companies eager to engage with it. Nestle has allocated a $500 million budget for medical foods research through 2021, which includes investing in machinery for human DNA analysis at a lab in Lausanne, Switzerland. The goal is to create personalized health programs for patients.
In recent years, Nestle has expanded its reach through acquisitions and partnerships with medical food companies, such as Pamlab, acquired in 2013, which produces products for medical supervision related to brain and metabolic health. More 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. The company claims these products can enhance focus and energy to kick-start the day.
With the increasing variety of functional foods and beverages, it’s plausible that in the future, turmeric and turmeric-containing products could be “prescribed” for mild memory or mood issues. This scenario is reminiscent of the emerging “food pharmacies” in the Bay Area, which provide fresh produce to individuals with diabetes, high blood pressure, and other dietary-related conditions.
As consumers explore their dietary options, questions about ingredients like calcium citrate arise, particularly regarding whether calcium citrate has side effects. Addressing such concerns will be essential as the market grows and consumers become more discerning about the health impacts of the foods and supplements they choose. Ultimately, the link between food and health is becoming increasingly recognized, and manufacturers must navigate this evolving landscape with care and insight.