Frutarom opens new markets for NovaSOL Curcumin

Tuesday, September 4th, 2018 | 851 Views

With its eye on serving the Asia Pacific market, Frutarom Health, is expanding the regional focus of NovaSOL Curcumin, its turmeric formula. The innovative liquid curcumin formulation suited for beverages and sport nutrition drinks boasts among the highest bioavailability of curcumin ingredients.

Innova Market Insight reports the number of new product launches tracked with turmeric has increased by 1.5 over the last five years reaping an annual growth of 9 percent (CAGR 2013-2017). Hot drinks is the fastest growing market category (+47 percent, CAGR 2013-2017) for new food and beverage and supplements launches tracked with curcumin, followed by soft drinks (+27 percent, CAGR 2013-2017).

Driving interest in curcumin is a rapidly growing consumer awareness of its multiple health benefits. Joint health claims are the fastest growing in food and beverage launches tracked with curcumin as an ingredient (CAGR 2013-2017 +82 perecnt). Sport recovery and immune health claims are also growing quickly, with +51 percent and +48 percent CAGRs (2013-2017) respectively.

Because of typically poor bioavailability of standard curcumin extracts, product makers have sought formulations with increased bioavailability.

NovaSOL Curcumin opens new opportunities in markets such as sport nutrition and functional beverages for creating stable, clear drinks with high curcumin bioavailability. This has become especially important for serving Asian consumers, for whom convenience, taste and efficacy are in high demand.


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