Ingredient Watch: Where next for turmeric?

Turmeric was named by Mintel as a superfood to watch in 2016 and so far we have seen it continue to gain attention for its anti-inflammatory benefits with application across a variety of categories globally.

This “super spice” can play particularly well across the Asia Pacific market. In fact growth has already been strong over recent years in this region, with the number of food and drink products launched referencing turmeric on-pack more than doubling between 2012 and 2015 according to Mintel’s Global New Products Database.

In addition to being used as a spice and a source of natural yellow colour in foods, turmeric is appearing in new categories, such as juice drinks and hot beverages. Launched in Indonesia, the Cold Juice Company’s Cold Tonic Juice Drink comprises apple, chili, cucumber, lemon and turmeric juices, while Qimin’s Turmeric Drink with White Tea launched in Thailand is free from artificial flavours, colours and preservatives.

What’s more, while the ingredient is known for its anti-inflammatory properties, it holds potential in sports drinks and supplement categories as it could act as an aid to assist recovery from physical activity. Already making the most of the ingredient, G3’s 3 in 1 Energy Drink launched in Thailand earlier this year contains curcuminoids extracted from natural turmeric, vitamin C and vitamin B12.

Additionally given the purported health benefits of turmeric match with the health concerns of seniors, it holds considerable potential as an ingredient in supplements looking to target the growing population. For example, Good Health’s Turmeric 15800 Complex, launched in New Zealand, claims to ease tiredness and stiff joints, assisting gastrointestinal health and providing up to 20 times better absorption.

As the popularity of turmeric in food and drink products will increase consumer exposure to the spice, this could encourage to seek out turmeric supplements as well.

Cold Tonic Juice Drink, Cold Juice Company, Indonesia

Turmeric drink with white tea,Qimin, Thailand

3 in 1 Energy Drink G3, Thailand

Turmeric 15800 Complex, Good Health, New Zealand

Jane Barnett is Insights Manager for the ANZ, South-East Asia and India region at Mintel. Jane joined Mintel in 2007 as a GNPD IRIS Analyst working with IRI sales data, moving onto a Client Development Manager role in 2008. In 2009, Jane developed a greater focus on the Food and Drink industry as a Trends and Innovation Consultant, gaining valuable experience delivering tailored research and analysis and discussing new product development at a client level, as well as at tradeshows and conferences across Europe. This moved into a Senior Trends and Innovation Consultant for the South-East Asia, ANZ and India regions, before moving into the role of Insights Manager.