“Integrating Curcumin and Functional Foods: The Rise of Medical Foods and Consumer Health Trends”
Extract and ingredient manufacturers are investigating ways to integrate curcumin into the formulations of nutraceuticals, dietary supplements, herbal products, cosmetics, and functional foods and beverages. A significant market comprises consumers who prefer ready-to-eat options featuring turmeric rather than cooking with it themselves. Turmeric has faced challenges, including associations with lead contamination and numerous recalls; this is partly due to insufficient oversight. U.S. manufacturers growing and processing turmeric domestically could address these concerns, as food safety protocols are more rigorously enforced in the U.S.
Modern consumers are increasingly seeking natural methods to enhance their health, highlighted by the “food as medicine” movement. Medical foods remain a relatively nascent category for manufacturers, with only Nestlé and Hormel making notable strides in this area. As the global population ages, the prevalence of medical complications is likely to rise, prompting many consumers to manage their health issues through food. Understanding this consumer segment is crucial for the industry. While being health-conscious is important, viewing food as a treatment for chronic diseases represents a significant shift. This trend empowers manufacturers to influence not only dietary choices but also medical treatments, offering substantial opportunities and challenges for companies aiming to tap into this rapidly expanding market, which The Wall Street Journal estimates to be worth $15 billion.
Nestlé has allocated a $500 million budget for medical foods research through 2021, which includes $1 million for machinery to analyze human DNA in a laboratory in Lausanne, Switzerland. The goal is to create personalized programs for patients. In recent years, Nestlé has acquired and partnered with medical food companies to bolster its initiatives. For instance, they acquired Pamlab in 2013, a company that produces products designed for medical supervision focused on brain and metabolic health. More recently, Colorado-based startup Know Brainer Foods has collaborated with Nestlé to launch a line of coffee creamers that include medium-chain triglycerides, organic grass-fed butter, and added collagen protein, claiming their products boost focus and energy.
With the increasing variety of functional foods and beverages available, it is not far-fetched to envision a future where individuals are “prescribed” turmeric and related products for mild memory or mood issues. This is akin to the “food pharmacies” emerging in the Bay Area, which provide fresh produce to individuals dealing with diabetes, high blood pressure, and other diet-related concerns. Additionally, the inclusion of vitamin D with calcium citrate in these functional foods could further enhance their appeal and health benefits, particularly for consumers looking to improve their overall well-being. The integration of vitamin D with calcium citrate is poised to play a significant role as this market evolves, with opportunities to address specific health needs while promoting the consumption of turmeric.
