What’s behind the rise of the turmeric trend?
Sales of turmeric have seen sharp growth over the past few years, with rising awareness backed by a growing range of delivery formats, including supplements, functional foods, beverages and cosmetics.
Turmeric – or more accurately, the curcumin extracted from it – is thought to have anti-inflammatory and antioxidant effects, and some claim it could have wide-ranging benefits, including for digestive health, the skin, joints, liver, and nervous system. However, most turmeric products are marketed for non-specific effects on health. The terms ‘turmeric’ and ‘curcumin’ are often used interchangeably, but the curcumin and other curcuminoid compounds thought to be responsible for turmeric’s purported health benefits account for only about 3% of turmeric powder.