Frutarom Health's market expansion of liquid curcumin ingredient to focus on Asia Pacific

27 Aug 2018 --- With an eye on serving the Asia Pacific market, Frutarom Health is expanding the regional focus of NovaSOL Curcumin, it's liquid turmeric formula. The liquid curcumin formulation, suited for beverages and sport nutrition drinks, boasts among the highest bioavailability of curcumin ingredients, according to Frutarom Health.

NovaSOL Curcumin opens new opportunities in the sports nutrition and functional beverages markets 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.

Innova Market Insight reports that 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 are the fastest growing market category, with a CAGR of 47 percent, for new food and beverage and supplements launches tracked with curcumin. This is followed by soft drinks, which have a CAGR of 27 percent.

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, with a CAGR of 82 percent. Sports recovery and immune health claims are also growing quickly, with +51 percent and +48 percent CAGRs (2013-2017) respectively, according to the market research data.

NovaSOL Curcumin is a liquid formula of solubilized turmeric that is said to be 185 times more bioavailable than standard curcumin extract. It has become one of the most demanded curcumin ingredients in Europe. Developed by the German company, Aquanova AG, NovaSOL Curcumin has been marketed predominantly in Europe by Frutarom since 2013.

“Following the success in Europe – more than 50 products containing NovaSOL Curcumin are in the EU food supplement market – Frutarom plans to replicate this success in other regions,” says Wouter Haazen, Product Manager of Frutarom Health. “We will also simultaneously expand market segments, such as in functional beverages.”

NovaSOL liquid is completely water- and fat-soluble, allowing formulators to incorporate it into beverages in lower doses for much better finished-product taste.

“We went the extra mile, leveraging our expertise in healthy ingredients, attractive natural colors, and appealing flavors,” says Haazen. “Frutarom’s experts developed beverage compounds containing NovaSOL curcumin in a concentrated syrup formula that can easily incorporate into a beverage and provide a comprehensive solution of vivid color and great taste.”