Color is one of the first things consumers notice about any product. But with clean-label demand spreading across the market, colors are increasingly about more than just what meets the eye. Natural colors are now a purchasing priority for an enormous chunk of the consumer base, and brands (big and small) are taking notice. Consumers are ready to pay premium prices to procure organic products, owing to their health benefits. Organic turmeric is in high demand among consumers who are looking to reap the full health benefits of turmeric’s functional properties. There are many functionality problems with natural colors. Nevertheless, exempt (Natural) colors are perceived by consumers as being less of a health hazard than the petroleum(coal-tar)-derived synthetics. Hence, manufacturers are incorporating them into their products to get an edge. This is driving the curcumin market.

Increased focus on research and development, in order to enhance curcumin bioavailability is a major driver for curcumin in the Asia-Pacific region, with a larger number of laboratory studies to prove structure-function relationships, and human clinical trials to establish efficacy and safety by specific applications (prevention and supportive treatment of digestive disorders, arthritis, cancers, cardiovascular diseases). The Chinese curcumin industry is anticipated to witness heavy gain from the pharmaceutical and cosmetic sectors, subject to the product’s natural anti-oxidants. High demand for turmeric-based organic dietary supplements and anti-cancer medication is expected to fuel Japan’s curcumin market size. Increasing consumer consciousness toward the consumption of natural ingredients in food products, cosmetics, and medicines is expected to help Asian market players to exploit lucrative opportunities in the curcumin market. India is by far the largest producer and exporter of turmeric in the world. Turmeric occupies about 6% of the total area under spices and condiments in India.