Natural Products Insider

MAR-APR 2019

INSIDER is the leading information source for marketers, manufacturers and formulators of dietary supplements, healthy foods and cosmeceuticals. Since 1997, INSIDER has been serving the needs of the global nutrition industry.

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16 INSIDER March/April 2019 Turmeric, a member of the ginger family, is a root spice grown in India and other tropical regions of Asia known for adding color and fl avor to Indian curries. It is believed to have anti-infl ammatory, antioxidant, and possibly anticancer properties (J Cell Biochem. 2018 Sep 30). Curcumin is a compound extracted from turmeric and is considered the active ingredient in the turmeric plant. Curcumin is recognized as benefi cial for the same health indications as turmeric. A review of patent applications that show the use of curcumin showed applications increased dramatically from just over 1,000 applications in 2012 to nearly 2,600 applications in 2014. After 2014, the number of applications decreased slightly to around 2,400 in 2015 and 2,000 in 2016. Although the number of patent applications related to the use of curcumin decreased after 2014, many patent applications continue to be fi led. Most trademarks that list "curcumin" in the goods associated with the mark are in the nutritional supplement fi eld, which might indicate a greater emphasis on the fi eld as compared to cosmetics or foods. It might also indicate brand owners do not necessarily specify their product contains curcumin when applying for trademark registration. Using "curcumin" in a product name is also most dominant in the supplement fi eld, as compared to the cosmetic or food fi elds. These data are not surprising when considering the number of supplement products containing curcumin as compared to other types of products. Nutrition Business Journal's (NBJ) 2017 Supplement Business Report further supports growing interest in curcumin; curcumin growth exploded from product sales of US$15 million in 2005 to $163 million in 2015 and is still spreading from category to category. Curcumin's anti-infl ammatory effects could be a driving force behind the compound's growth. According to NBJ's 2017 Supplement Business Report, curcumin is widely recognized in the natural industry as "benefi cial for the chronic infl ammation that amplifi es the progression of nearly every degenerative disease." Mainstream consumer interest in using nutritional supplements to treat infl ammation is on the rise, as Natural Marketing Institute (NMI) reports a signifi cant spike in overall U.S. consumer interest in a supplement to manage or prevent infl ammation in the body (30 percent of consumers were very interested in 2017 vs. 19 percent in 2009). Close to one quarter of U.S. adults (22 percent) are concerned about preventing infl ammation in the body, according to a 2017 survey conducted by NMI. While consumers are more concerned about preventing heart problems (47 percent), digestive issues (38 percent) and cancer (36 percent), it is notable that concern about preventing infl ammation is on par with that of diabetes (23 percent) and seasonal allergies (22 percent). This presents an enormous opportunity for the supplement industry to provide quality products to help consumers worried about infl ammation. This concern has fueled the growth of antioxidant-strong supplements with the consumer market aggressively wanting to stay mobile and keep active and pain-free as long as possible. The rapid increase in curcumin's popularity has brought many new products to market and, with that, some claims to product benefi ts and effi cacy that are not yet substantiated with research. Overstated claims result in consumer disappointment at best and negative press at worst. The bad press on a product with a claim unsupported by science can refl ect on the entire category, regardless of whether those other products have an issue. Even more concerning are potential health impacts because of an adulterated product that was rushed to market. Adulteration can occur in the form of products containing inconsistent formulations or ineffective amounts of active ingredients. Due to concerns surrounding bioavailability, innovation opportunities exist for more effi cient extraction of raw materials that result in increased curcumin absorption properties. Whether the development results in branded ingredients or new formulations, numerous opportunities exist throughout the supply chain; for brands who research, manufacture and market with integrity, the long-term outlook is positive. Supplements: Curcumin Curcumin Market Trends, Drivers This article was compiled using information from the articles "Curcumin vs. turmeric a potential difference in bioavailability," by Diane Ray, vice president, Strategic Innovation, Natural Marketing Institute (NMI, nmisolutions.com), and "Intellectual property trends in curcumin products in 2018," by Gideon Eckhouse, senior associate, and Chris Jones, patent agent and technical specialist at KramerAmado (krameramado.com), originally published in INSIDER's "Creating competent curcumin goods" digital magazine. To read the complete articles, along with information on regulatory considerations and ingredient research, download the digital magazine. Vol. 8, No. 22 November 2018 naturalproductsinsider.com US$20.75 west.supplysideshow.com NOVEMBER 6-10 Expo Hall November 8 & 9 Mandalay Bay Las Vegas Creating competent curcumin goods The golden herb's 4,000-year rise based on efficacy, benefits and formulation Scan Here naturalproductsinsider.com/media-assets/digital-magazines

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