Marketing Curcumin: Absorption, anti-inflammatory effects among unique challenges for curcumin marketers

Curcumin has garnered much attention in recent years for its anti-inflammatory and antioxidant capabilities, but concerns over bioavailability and origin (whether the compound is naturally or synthetically derived) could inhibit this potent compound’s success. As such, marketing curcumin and products containing curcumin requires special attention to ensure benefits are properly communicated and consumer concerns are put to rest.