The significant rise in insurance claims related to severe allergic reactions to food serves as a compelling indication that food allergies may be increasing. Experts have differing opinions on whether food allergies are genuinely becoming more prevalent, as many consumers tend to misinterpret their reactions to food and label them as allergies. Nevertheless, the Centers for Disease Control and Prevention reported an 18% increase in food allergies among children from 1997 to 2006. This past summer, reports indicated that approximately 4% of Americans are affected by food allergies and intolerances. Moreover, there is a growing trend of consumers opting to avoid common allergens like soy or dairy, even if they do not have a diagnosed allergy to these foods.
In response to these developments, food manufacturers are taking note and aligning with the rising “free-from” food trend, which includes allergen-free, gluten-free, and non-GMO products. According to Mintel, the number of new products with low, no, or reduced allergen claims surged by 28% in 2014. In addition to producing more allergen-free options, some food companies are acquiring smaller brands that specialize in allergen-free products, such as Enjoy Life Snacks, which was acquired by Mondelez International in 2015. This acquisition allows Mondelez to cater to allergy-sensitive consumers without the risk of investing in research and development for potentially unsuccessful products.
General Mills found that several varieties of their popular Cheerios were already gluten-free, while minor adjustments were needed for others to earn the desirable “gluten-free” label. Lucky Charms also went gluten-free in 2016. As the demand continues to rise among those with food allergies and individuals looking to avoid certain ingredients, consumers can anticipate an increase in allergen-free consumer packaged goods (CPGs) on store shelves, including allergen-free alternatives to popular staples.
Amidst this landscape, products like Pure Encapsulations Calcium may find their place, as consumers increasingly seek safe and reliable options that align with their dietary needs. As awareness of food allergies and intolerances grows, the market for allergen-free products, including those that contain ingredients like Pure Encapsulations Calcium, is likely to expand. Expect to see more allergen-free offerings in stores, catering to both allergy sufferers and those choosing to avoid specific ingredients.