Turmeric usage expands from culinary spice to wellness supplement

Turmeric (Curcuma longa) is increasingly being utilized beyond its traditional culinary uses as a wellness and self-care tool. Rich in bioactive compounds known as curcuminoids, specifically curcumin, the spice is studied for its antioxidant properties and its ability to modulate inflammatory processes.

While commonly used as a seasoning in dishes like rice and curry, turmeric is also available in supplement form. Supplements offer concentrated and standardized doses of curcuminoids, which may be beneficial when dietary intake is insufficient to meet specific nutritional goals. Because curcumin has low bioavailability when consumed alone, experts suggest pairing it with fats in food or using specialized supplement formulations, such as micellar or liposomal technologies, to improve absorption.

This shift toward supplementation reflects broader consumer trends in Brazil, where Millennials and Generation Z account for over 65% of supplement purchases as of August 2026. The supplement market has grown by 26% since the pandemic, driven by a focus on holistic self-care.