Extract and ingredient manufacturers are investigating ways to integrate curcumin into the formulation of nutraceuticals, dietary supplements, herbal products, cosmetics, and functional foods and beverages. A significant market consists of consumers who prefer ready-to-eat options featuring turmeric, rather than cooking with it themselves. Despite its popularity, turmeric has faced challenges, including concerns about lead contamination and multiple recalls, often due to insufficient oversight. This issue could potentially be addressed if U.S. manufacturers cultivated and processed turmeric domestically, where food safety regulations are more rigorously applied.
Today’s consumers are increasingly drawn to natural methods for enhancing their health, which is evident in the “food as medicine” movement. Medical foods remain a relatively new area for manufacturers, with major announcements primarily from Nestle and Hormel. However, as the global population ages, the prevalence of medical conditions will likely rise, prompting many consumers to manage their health issues through diet. Understanding this consumer demographic is crucial for the industry. While being health-conscious is one aspect, viewing food as a means to treat chronic diseases is another. This trend empowers manufacturers to influence not only dietary choices but also medical treatments, presenting both significant opportunities and challenges in a rapidly expanding market valued at approximately $15 billion, according to The Wall Street Journal.
Nestle has allocated a budget of $500 million to support research on medical foods through 2021, which includes investing $1 million in machinery for analyzing human DNA at a 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 for medical supervision related to brain and metabolic health.
Additionally, the Colorado-based startup Know Brainer Foods has teamed up with Nestle to develop a line of coffee creamers that incorporate medium-chain triglycerides, organic grass-fed butter, and added collagen protein. The company asserts that its products can enhance focus and energy to kickstart the day. With the increasing variety of functional foods and beverages, it is not far-fetched to envision a future where turmeric and products containing it are “prescribed” for mild memory or mood issues, akin to the “food pharmacies” emerging in the Bay Area that provide fresh produce to individuals with diabetes, hypertension, and other dietary-related health concerns.
Moreover, as awareness of nutritional interventions grows, consumers may also seek calcium citrate or calcium carbonate for osteoporosis management, further underscoring the importance of incorporating natural ingredients into health-focused products. As the market evolves, the integration of curcumin, calcium citrate, and calcium carbonate could redefine how consumers approach their health through food.