Numerous studies back up the potential health benefits of turmeric and the curcuminoids it contains, including support for brain, cardiovascular, joint, and muscle health.
Turmeric/curcumin holds top spot for sales in the natural channel, with total sales of $50.3 million (up 12% over the previous year’s sales). In the mass channel, turmeric sales grew 48% to hit $32.5 million, according to the American Botanical Council’s 2017 Herb Market Report (HerbalGram 119).
“Eighty percent of the turmeric value is in the US,” Alexis Manfré, glocal category manager - nutrition and health at Naturex, told us. “The growth in turmeric and curcumin may slow a little on the supplement side but we’re seeing growth in functional foods, and this is going to grow 20,30, or 40%.”
Naturex’s new ingredient, which was officially launched recently at Expo West in Anaheim, has “instant water dispersability”, thereby offering formulators the opportunity to use it in applications ranging from instant beverages to shots to gummies, capsules, and more.
It is well established that curcuminoids, the main bioactives associated with turmeric’s health effects, are poorly water soluble and absorbed by the body, which has led to several suppliers releasing curcumin-based ingredients with increased bioavailability.
According to Naturex, a 300mg dose of its new Turmipure Gold can deliver more curcuminoids in blood than 1500mg of standard turmeric (containing 95% curcuminoids), with or without black pepper extract.
Data from the bioavailability study is being prepared for publication in the American Journal of Clinical Nutrition, said Manfré.
The study compared Turmipure Gold (30% curcuminoids, 300 mg) with 1) a standard turmeric powder extract 95% curcuminoids (1,500 mg), 2) a liquid micellar formulation 6% curcuminoids (1000 mg), 3) a phytosome formulation 20% curcuminoids (1000 mg), and 4) a turmeric extract 95% curcuminoids (1,500mg) with a black pepper extract. Details of the study were registered with clinicaltrials.gov and can be accessed HERE.
Initial feedback from the industry is very positive, said Manfré, particularly around the ease of use and applications. “This is a pioneering position and we think it will be a big hit for the market,” he said.
In addition, the ingredient is also available as 100% organic certified grade.
The company also launched a new Spirulina-derived ingredient in Anaheim, called VegeBrite Ultimate Spirulina. The ingredient offers a trehalose-free, natural, water-extracted coloring solution, said the company.
“The market for natural blues used to be really small because there was nothing that really worked well,” explained Elijah Church, director of business development for colors at Naturex. “It started in confectionery, and now we’re seeing it in dairy, and more in RTD beverages, and supplements – gummies in particular.”