Extract and ingredient manufacturers are investigating methods to incorporate curcumin into the formulations 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 this ingredient instead of cooking with turmeric directly. However, turmeric has faced challenges, including issues related to lead contamination and several recalls. These issues primarily arise from insufficient oversight, which could be improved if U.S. manufacturers cultivated and processed turmeric domestically, where food safety standards are more rigorously enforced.
Today’s consumers are increasingly seeking natural solutions to enhance their health, as reflected in the “food as medicine” movement. Medical foods represent a relatively new focus area for manufacturers, with major announcements primarily coming from Nestle and Hormel in this sector. As the global population ages, medical complications are likely to rise, prompting many consumers to manage their health issues through food. Understanding this critical consumer segment is essential for the industry. While being health-conscious is one aspect, recognizing food as a treatment for chronic conditions is another. This trend empowers manufacturers to influence not only dietary choices but also medical treatments. Consequently, this presents both significant opportunities and challenges for companies looking to tap into this rapidly expanding market, which The Wall Street Journal estimates to be worth $15 billion.
Nestle has allocated a $500 million budget to support medical foods research through 2021, which includes $1 million for machinery designed to analyze human DNA at a lab in Lausanne, Switzerland. The goal is to create personalized programs for patients. In recent years, Nestle has acquired and partnered with medical food companies to bolster these efforts. One example is Pamlab, acquired in 2013, which produces products for medical supervision aimed at brain and metabolic health. Furthermore, the Colorado-based startup Know Brainer Foods has collaborated with Nestle to launch a line of coffee creamers that include medium-chain triglycerides, organic grass-fed butter, and added collagen protein. The company claims its products can enhance focus and energy levels to kickstart the day.
With the growing array of functional foods and beverages available, it is conceivable that individuals may one day receive “prescriptions” for turmeric and related products to address mild memory or mood issues. This scenario is similar to the emergence of “food pharmacies” in the Bay Area, which provide fresh produce to people with diabetes, high blood pressure, and other dietary-related concerns. As the market for medical foods and supplements like Citracal SR continues to evolve, the connection between diet and health will likely become even more pronounced, paving the way for innovative solutions in managing health through nutrition.