The benefits of curcumin are now well-known, leading to greater market potential.

Curcumin is the main biologically active phytochemical compound of the spice turmeric. It is extracted, concentrated, standardized and researched in supplement form. In Indian and Asian cultures, turmeric and curcumin have a long history of use as a traditional herbal medicine, and Western medicine is beginning to study the potential of turmeric in treating diseases, such as cancer and diabetes.

Thus, the benefits of curcumin are certainly becoming widespread.According to Dr. Anurag Pande, vice president of scientific affairs for New Jersey-based Sabinsa Corporation, the dietary supplements market for curcumin has shown consistent increase in demand in recent years, owing to the growing body of research into curcumin’s role in suppressing inflammation, the root cause of several chronic diseases.Recent studies on curcumin’s protective role in Alzheimer’s disease have increased interest in potential benefit of curcumin in brain health, said Pande. “Consumers are much more informed on curcumin’s role in reducing inflammation and the role it can play in chronic diseases. This has also mirrored in the growth of curcumin market in the dietary supplements. As with omega-3’s, the growing body of science has led to interest on the part of the medical community, supplement marketers, health writers and thus consumers.” 

The market for curcumin supplements is growing and is very strong Right now, based on last available data, added Christian Artaria, marketing director head of functional food development for Washington-based Indena, noting that a 20 percent increase has been recorded in 2011 in the natural and health food channel. “Curcumin is a spice known to most people, and the fact that our lifestyle—including our dietary habits—is having an impact on our health is today a commonly accepted concept by consumers. On top of that, greater awareness has been generated through an increase in science over the last 20 years, specifically on curcumin,” said Artaria.

A Capable Compound 

According to the Mayo Clinic, curcumin is thought to have antioxidant properties, which means it may decrease swelling and inflammation. It’s being explored as a cancer treatment in part because inflammation appears to play a role in cancer. Laboratory and animal research suggests that curcumin may prevent cancer, slow the spread of cancer, make chemotherapy more effective and protect healthy cells from damage by radiation therapy.

Moreover, one of the most important roles that curcumin plays is its protective action against the various inflammatory mediators, which play an important role in the development of chronic diseases. With this protective role, curcumin has found application in supplements for liver health, joint care products, brain health and other immune support products, said Pande.

Curcumin is no longer in just a handful of supplements, but in fact has been incorporated in numerous conditionspecific products, such as Sabinsa’s Curcumin C3 Complex®, which has patented composition of curcuminoids standardized to 95 percent and is a bioprotectant composition of naturally occurring curcuminoids. Curcumin C3 Complex is manufactured at Sabinsa’s cGMP-compliant and FDA-inspected manufacturing plant, dedicated for curcumin production. Continuous extraction used by Sabinsa has helped to increase the capacity to meet the increasing demands for the product. All the batches of Curcumin C3 Complex undergo a rigorous quality check to make sure that the product is free from any contamination from pesticide, heavy metals or microbial spoilage, said Pande.

Additionally, Artaria said there have been many documented benefits for curcumin, but mainly at the in vitro or preclinical level. There have been mixed results, most likely because of the poor absorption of curcumin, he said. This prompted the development of Indena’s Meriva®—a turmeric formulation with soy lecithin—resulting in improved oral absorption. Curcumin and soy lecithin are formulated in a 1:2 weight ratio, and two parts of microcrystalline cellulose are then added to improve flowability, with an overall content of curcumin in the final product of around 20 percent. Meriva is based on Indena’s Phytosome® strategy to improve the bioavailability of compounds like polyphenolics and triterpenoid acids, that are normally characterized by poor solubility both in water and in organic solvents, according to the company. In 2011, Indena published a study showing that Meriva was absorbed to a higher extent than a standard curcumin extract.

Going Forward 

Despite its known benefits and an increased consumer awareness, much more research is needed to definitively validate these benefits and to consider them as really influential for consumers, said Artaria. “[As such], the curcumin market has not yet peaked.In order to sustain growth for the category, continued investment in research supporting or dismissing certain benefits is still needed. Of course, marketing will play a crucial role, but only if based on supporting evidence.” 

One possible emerging trend with curcumin is the ability to sprinkle it onto foods, similar to the way salt and pepper are used at the dinner table. A new encapsulation method uses crystalline- like fibers to embed and protect the nutraceuticals from external influences, thus preventing degradation.Written in the journal Food & Function, a research team led by Dr. Srinivas Janaswamy envisioned that the encapsulated bioactives could be “chopped” into small particles, which could then be used in the formulation of processed foods or even at the dinner table.

However, according to Pande, there are challenges when it comes to curcumin.Turmeric availability has been a point of concern and the shortage of turmeric last year has lead to increase in the prices of the material, he said.“Steps are needed by both industry and farmers for promoting sustainable harvesting to meet the growing needs of both the food and dietary supplement markets.”

FOR MORE INFORMATION:

Indena, (206) 340-6140  
Sabinsa Corporation, (732) 777-1111