Extract and ingredient manufacturers are investigating ways to integrate curcumin into nutraceuticals, dietary supplements, herbal products, cosmetics, and functional foods and beverages. A significant market consists of consumers who prefer ready-to-eat options that feature turmeric, as they may not want to cook with it. However, turmeric has faced challenges, such as concerns about lead contamination and several recalls. These issues can be attributed to insufficient oversight, which could be addressed if U.S. producers cultivated and processed turmeric domestically, where food safety regulations are more rigorously enforced.
Today’s consumers are increasingly interested in natural methods to enhance their health, a trend highlighted by the “food as medicine” movement. Medical foods remain a relatively new area for manufacturers, with major announcements primarily from Nestle and Hormel. As the global population ages, there will be an inevitable rise in medical complications, prompting many consumers to manage health issues through diet. Understanding this critical consumer segment is essential for the industry. While being health-conscious is important, recognizing food as a potential treatment for chronic diseases is a significant shift. This trend empowers manufacturers to influence not only dietary choices but also medical treatment options.
This evolving market presents both substantial opportunities and challenges for companies aiming to tap into the rapidly expanding sector, 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 a $1 million investment in machinery for analyzing human DNA at a laboratory in Lausanne, Switzerland. The goal is to create personalized programs for patients. Recently, Nestle has acquired and partnered with medical food companies to bolster its initiatives, including the acquisition of Pamlab in 2013, a company that produces products for medical supervision targeting brain and metabolic health.
Additionally, the Colorado-based startup Know Brainer Foods has teamed up with Nestle to offer a range of coffee creamers containing medium-chain triglycerides, organic grass-fed butter, and added collagen protein. The company asserts that its products can enhance focus and energy, providing a boost for the day ahead.
With the increasing variety of functional foods and beverages available, it is conceivable that turmeric and products containing it may one day be “prescribed” for mild memory or mood issues. This concept is akin to the “food pharmacies” emerging in the Bay Area, designed to provide fresh produce to individuals with diabetes, high blood pressure, and other dietary-related conditions. Furthermore, discussions about calcium citrate are also gaining traction, as this supplement offers different health benefits that can complement the effects of curcumin and turmeric products. As the market continues to evolve, the intersection of these ingredients with consumer health needs will likely shape future product offerings.