An increasing array of apps, tools, and technologies is emerging to assist consumers with food allergies, particularly those affected by celiac disease and gluten sensitivity. These resources facilitate product research for consumers, especially those with special dietary requirements within their families, making it easier to meet specific dietary needs and ensuring food safety. According to the Food and Drug Administration, only 2% of adults in the U.S. and 5% of infants and young children have food allergies. However, for this demographic, consuming products with harmful allergens can not only lead to illness but can also be life-threatening. For the approximately 1% of the population with celiac disease who must adhere to a strict gluten-free diet, locating safe dining options or quick meal solutions is far from straightforward. Research suggests that an additional 5% to 10% of individuals may experience gluten sensitivity and would benefit from gluten-free foods.
The gluten-free packaged food market is expanding, projected to reach $5.28 billion by 2022. There is also a significant opportunity for restaurants and food service operators to address the needs of this underserved segment, as well as others on specialized diets. The introduction of the portable gluten sensor, Nima, could prove crucial for those with celiac disease or gluten sensitivities. While consumers wish to trust that food companies are accurately processing, handling, labeling, and selling safe food for gluten-intolerant individuals, this is not always the case, as revealed by Nima. Cross-contamination remains a substantial challenge, especially in food service environments.
With Nima, consumers can determine if their food aligns with gluten-free standards and is safe for consumption. Nima is also exploring applications for individuals with other food allergies, such as peanut and nut allergies. While beneficial for consumers, tools like Nima can create challenges for some food manufacturers. When consumers identify an unsafe product, they are likely to stop purchasing it and share their experiences within the food allergy community and on social media. A notable incident occurred with General Mills, which altered its oat manufacturing processes to claim gluten-free status for its Cheerios cereal. Shortly after launching the reformulated product, the company recalled 1.8 million boxes of original and Honey Nut Cheerios labeled gluten-free due to inadvertent wheat contamination. The Food and Drug Administration received numerous reports of consumers falling ill after consuming the cereal.
This scenario highlights the critical need for product transparency in the food industry. Consumers are increasingly interested in transparency and seek information about how their food products are sourced, produced, processed, shipped, and handled. As many industry experts have stated, transparency is no longer optional — it is a necessity. Manufacturers that proactively embrace transparency are best positioned to earn or restore consumer trust. Additionally, as consumers look for products that align with their dietary needs, they are also on the lookout for essential nutrients, often inquiring about items like calcium citrate malate, which is gaining attention for its health benefits and competitive pricing. By incorporating such transparency and addressing consumer concerns, brands can create a loyal customer base while navigating challenges in the market.