Turmeric, a bright yellow orange spice famous as a main ingredient for the curry powder in Asia, is known for its abundant health benefits. Anyone who is familiar with Indian culture, is aware of the healing properties of turmeric in Ayurveda; huldiwala doodh (turmeric milk) being the cure of every illness. What gives turmeric its super healing power is the element called curcumin. The substance curcumin is mainly responsible for anti-inflammatory and anti-oxidation properties of turmeric.
Historically, turmeric/curcumin was used in Indian and Chinese medicine systems, but now the modern medicine system has also acknowledged the health benefits of it. Unlike the modern anti-inflammatory drugs, curcimin has no toxic effects and it can safely be used to treat inflammatory bowel diseases. It also boosts immunity, heart and liver health, and helps control diabetes and arthritis. It is also helps cure/prevent Alzheimer’s disease and even cancers.
Owing to the usefulness of the substance, the sales of turmeric skyrocketed in 2012. According to the American Botanical Council, turmeric was one of the top three bestselling botanical in 2012. Statistically, two-third of adults don’t get the required amount of antioxidants, therefore, contributing majorly to the annual market potential of almost $7.4 billion (IRI) for pain supplements prepared by turmeric. Americans with chronic pain stand at almost 100 million and the number is expected to increase considering the overall stress of high productivity and low physical activity amongst the working class. Moreover, consumers these days prefer natural ingredients and 45% of the consumers have the perception that turmeric is good for beauty products while an even bigger percent of people, 56%, associate turmeric with good health which shows the potential this superfood ingredient has. There is stupendous market for turmeric right now; brand managers and entrepreneurs with an innovative mind can get the benefit out of it.