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Curcumin—the principal curcuminoid of turmeric (Curcuma longa)—is a rising star in the supplement market. With its anti-inflammatory, antioxidant and anti-cancer roots growing deeper among consumers, curcumin-containing products are in high demand. Yet, curcumin battles the issue of poor bioavailability, causing ingredient suppliers and product developers alike to find ways to ensure the healthy effects of this powerful compound are realized. Further, the market is increasingly threatened by the presence of synthetic curcumin, driven by high demand, short supply and pursuit of low prices.