Turmeric Coffee: Is It Really As Good As It May Seem?

New week and we got a new exploding trend in the health/nutrition niche: turmeric coffee. Between VitaCup's MCT-enriched grounds and countless instant turmeric lattes, there are currently 299 products on Amazon competing for health-conscious coffee lovers' attention.

The global turmeric coffee market hit $224.3 million in 2023, and analysts project it will reach $416 million by 2033. The question is: does this golden spice actually add anything to your morning brew beyond Instagram appeal?

_{Disclaimer: I discovered this trend using Exploding topics (I am an affiliate and a long-time fan of this tool), which has become my go-to resource for uncovering under-the-radar opportunities. While the tool doesn’t provide the research that comes with my newsletter, if you're into finding even more trends in all the fields, this tool is definitely worth a look.} 

Table of Contents

• Turmeric coffee: current state

• Benefits and Drawbacks

• How to Navigate This Trend and Why Should You Care …

Turmeric coffee: current state

The numbers paint an interesting picture. Persistence Market Research reports a 7.4% compound annual growth rate from 2023 to 2033, with loose powder products leading the charge. But why? What’s so special about it?

A scan of Amazon's bestsellers shows that many products found with “turmeric coffee” query don't make direct health claims. Instead, they use strategic packaging and carefully placed terms like "natural" and "non-GMO" to suggest benefits without explicitly stating them.

Some manufacturers are more bold. For instance, Vegs' Turmeric Green Coffee (which, interestingly, is actually tea). Their product promises everything from "better focus" to "improved skin health" - claims that deserve closer examination, but probably will never get it. 

The science behind turmeric shows promise. A clinical study of 80 patients with type 2 diabetes found that 2,100mg of powdered rhizome of turmeric daily reduced body weight and improved cholesterol levels. Another research comparing turmeric extract with paracetamol for knee pain showed similar effectiveness with fewer side effects.

However, there's a catch. Turmeric's active compounds aren't easily absorbed by the body. What does this mean for you as a consumer? Most turmeric coffee products on the market come in various forms: ready-to-drink bottles and cans, instant mixes you can stir into hot water, coffee pods for your machine, ground coffee blends with turmeric added, turmeric powder, etc.But here's what matters: very few products address the crucial absorption issue. 

Benefits and Drawbacks

Let's look into more things science says about turmeric. 

Recent research shows compelling benefits when turmeric is properly absorbed. A clinical trial comparing turmeric with piperine versus turmeric alone in hemodialysis patients revealed stark differences. The turmeric-piperine group showed dramatic reductions in inflammation markers - ferritin levels dropped by 193.80 mg/mL, while the turmeric-only group actually saw an increase of 51.99 mg/mL.

For those struggling with liver health or weight management, a study of 92 patients with non-alcoholic fatty liver disease found that turmeric supplementation improved multiple markers. Participants showed decreased BMI, better waist measurements, and improved HDL cholesterol levels. The research also found reduced triglyceride ratios and improved liver enzyme levels.

Even digestive health might benefit. Research indicates turmeric's potential in protecting against gastric ulcers by reducing stomach acid production and inflammation, particularly IL-6 levels.

However, these impressive results come with significant caveats. Studies show that even at high doses (12g daily), turmeric's beneficial compounds struggle to reach your bloodstream. The problem is threefold:

• Poor absorption in the small intestine

• Rapid breakdown by liver metabolism

• Quick elimination through the gallbladder

This bioavailability issue creates a real problem for consumers. Many turmeric coffee products on the market might contain quality turmeric but lack the formulation needed for your body to actually use it. Without proper absorption enhancers, you're essentially paying premium prices for a spiced coffee with minimal health benefits.

So it’s not just about having turmeric in your coffee - it's about having it in a form your body can actually use. And ways to improve turmeric absorption are currently being actively researched. For instance, addition of piperine (black pepper extract) increases turmeric's bioavailability by 2,000%, turning a potentially ineffective supplement into one that might actually deliver on its promises.

How to Navigate This Trend and Why Should You Care?

The turmeric coffee trend isn't going away especially with all its flowery sales projections. But before you spend money on golden lattes, here's what you need to know about getting actual benefits versus just a pretty Instagram photo.

Firth thing to remember when shopping for turmeric coffee products: the bioavailability issue is crucial.

Watch out for red flags:

• Products hiding behind "proprietary blends" instead of listing exact turmeric content

• Brands making broad health claims without evidence (like "improves skin health" or "boosts immunity")

• Missing information about turmeric source or concentration

Here's what actually works:

• Choose products that clearly state their turmeric content

• Look for black pepper or piperine in the ingredients

• Consider the price per serving - expensive doesn't mean effective

• If a product seems perfect but lacks black pepper, add a pinch yourself

Remember: turmeric coffee isn't a miracle drink. But with proper formulation and realistic expectations, it might be a beneficial addition to your morning routine. The key is choosing products that prioritize proper contents over fancy packaging.