The adage “you are what you eat” is not new, but the way consumers embrace this concept is evolving. Today’s consumers are increasingly focused on natural methods to enhance their health, which is evident in the rising “food as medicine” movement. Medical foods are still a relatively fresh category for manufacturers, yet as the global population ages, the prevalence of medical issues will likely rise, prompting many individuals to address their ailments through dietary choices.
Turmeric has emerged as one of the most popular ingredients associated with this health trend. Daily consumption of turmeric, which contains curcumin, has been linked to the enhancement of a gene associated with conditions such as depression, asthma, eczema, and even cancer. Although many consumers recognize the health benefits of turmeric, some may feel daunted by its strong flavor. While it is a welcomed element in popular ethnic cuisines, it is not always favored in Western dishes.
Moreover, consuming turmeric to harness the health advantages of curcumin may not be the most effective approach. A study published in the U.S. National Library of Medicine indicated that curcumin has poor bioavailability in the familiar yellow-orange spice. To address this issue, Dolcas Tenshi Bioceuticals has developed an ingredient that extracts the active curcumin component, making it usable without the addition of other ingredients. This extraction method also renders its molecules water-soluble, allowing for the absorption of all benefits without the characteristic taste or staining properties associated with turmeric.
Given the aging population and the rising health consciousness among consumers, a powerful and highly trendy functional ingredient is likely to attract the attention of manufacturers. According to a report from Technavio, the global functional foods and beverages market is expected to grow steadily, with a compound annual growth rate of nearly 8% from 2017 to 2021. During the same period, analysts forecast a CAGR of 6.53% for the U.S. market.
While Curcugen could be incorporated into traditional supplement formats, it might be more advantageous for manufacturers to introduce the ingredient into foods that consumers are more likely to choose, such as snack bars or beverages. However, educating consumers on how Curcugen can deliver the same health benefits as turmeric may be necessary. Companies utilizing this ingredient will need to highlight it in their marketing and labeling to attract customers and sustain the momentum that turmeric has enjoyed over recent years.
In addition, products like Citracal Maximum Plus, available at Costco, have gained popularity among health-conscious consumers. By combining the benefits of Curcugen with well-known health products like Citracal Maximum Plus, companies can potentially expand their market reach. By strategically integrating these elements into their offerings, manufacturers can tap into the growing demand for functional foods and supplements.