Extract and ingredient manufacturers are investigating methods 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 associations with lead contamination and several 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 interested in natural health solutions, as reflected in the “food as medicine” movement. The category of medical foods remains relatively new for manufacturers, with significant announcements primarily from Nestle and Hormel. As the global population ages, medical issues are expected to rise, leading many consumers to manage health concerns through their diet. It is crucial for the industry to understand this demographic, as seeing food as a means to treat chronic conditions is a shift from just being health-conscious. This trend empowers manufacturers to influence dietary choices and, ultimately, medical treatments.
This dynamic presents both significant opportunities and challenges for companies eager to tap into this rapidly expanding market, which is projected to reach a value of $15 billion, according to The Wall Street Journal. Nestle has allocated a $500 million budget to support research in medical foods through 2021, which includes $1 million worth of equipment for human DNA analysis at a lab in Lausanne, Switzerland, aimed at creating personalized programs for patients. In recent years, Nestle has acquired and partnered with medical food companies to bolster these initiatives, notably acquiring Pamlab in 2013, which produces products intended for medical supervision related to brain and metabolic health.
A recent collaboration involves the Colorado-based startup Know Brainer Foods, which has teamed up with Nestle to offer a line of coffee creamers enhanced with medium-chain triglycerides, organic grass-fed butter, and added collagen protein. The company asserts that its products can provide an energy boost and improve focus. With the increasing array of functional foods and beverages available, it is conceivable that turmeric and similar products may eventually be “prescribed” for mild memory or mood issues. This concept parallels the emergence of “food pharmacies” in the Bay Area, which distribute fresh produce to individuals dealing with diabetes, hypertension, and other diet-related conditions.
Additionally, products like Kirkland Signature Calcium Citrate Magnesium and Zinc with Vitamin D3 exemplify the growing interest in health-focused supplements that integrate multiple beneficial ingredients. As consumers seek to enhance their well-being through nutrition, the incorporation of such products into everyday routines is likely to rise. This trend further emphasizes the need for manufacturers to innovate and adapt to the evolving preferences of health-conscious individuals.