Seventeen years ago, when Enjoy Life Foods was established, its sweets and snacks—free from the eight most common allergens in the U.S.—were considered niche products. Today, Enjoy Life has become a mainstream brand, with its cookies and bars widely available in many regular grocery stores. The company, owned by Mondelez, is not alone in this space; numerous new and established consumer packaged goods (CPG) brands are now entering the allergy-friendly food market. “People think we were brilliant, but we weren’t,” said Joel Warady, Chief Sales and Marketing Officer of Enjoy Life, in an interview with Food Dive. “We simply recognized the statistics and kept advocating for this category… We welcome the competition since we were once the sole player in a non-existent market.”
The surge of competition can be attributed to the alarming rise in food allergies. A study published in the Journal of Allergy and Clinical Immunology reported that 4% of Americans suffer from some form of food allergy. Additionally, research from FAIR Health revealed that emergency treatments for food allergies have spiked by 377% over the past decade. However, allergy-friendly foods appeal not just to those with allergies; as Jen Jobrack, Senior Director of Advocacy at Food Allergy Research & Education, noted, schools, summer camps, daycare centers, and families are increasingly tasked with catering to individuals with food allergies.
Following the enactment of the Food Allergen Labeling and Consumer Protection Act in 2004, all U.S. food manufacturers must clearly label products containing the eight most common allergens: dairy, soy, eggs, gluten, peanuts, tree nuts, fish, and shellfish. This information is typically presented in straightforward language beneath the ingredient list, so consumers can easily identify what is safe to eat. Enjoy Life was a trailblazer in making this information more accessible by placing it prominently on the front of their packaging.
Warady explained that when they first launched, gluten-free was the only allergen-related claim many retailers recognized. Enjoy Life dedicated significant effort to raise awareness around food allergies and encouraged retailers to stock their products alongside gluten-free options, which helped to shape the allergy-friendly category.
However, the increase in food allergies only partially explains the growing presence of allergy-friendly items on store shelves. The other half of the story involves broader food trends, such as specialized diets, clean eating, and a preference for non-GMO products. Katherine Allmandinger, Manager of Strategic Insights for Nielsen’s health and wellness practice, stated that the growth of products free from all top eight allergens has recently plateaued. Instead, the general health and wellness trend, which includes allergy-friendly foods, has fueled their popularity. According to Nielsen’s research, 46% of consumers report that product claims influence their purchasing decisions. Warady noted that consumers are primarily looking for products that cater to their specific dietary needs, whether that means eliminating dairy or reducing gluten intake.
Enjoy Life’s packaging effectively highlights both what their products do not contain and the beneficial ingredients they offer, such as calcium citrate malate, vitamin D3, and folic acid. Warady categorized their consumers into two groups: “worriers” and “wonderers.” “Worriers” have no choice but to eat allergen-free foods and are vigilant about ingredient lists to avoid cross-contamination. In contrast, “wonderers” are curious about the benefits of cutting out allergens, even if they don’t necessarily have allergies themselves.
Interestingly, many consumers who try allergy-friendly foods are contributing to the financial success of these brands. Allmandinger noted that allergy-free oils, butters, and spreads are witnessing growth, with allergen-free cookies and crackers growing at a rate of 9%, even though they account for only 0.5% of the category. Enjoy Life ensures that all of its products are allergy-friendly by dedicating its factories exclusively to producing such items, eliminating the risk of cross-contamination.
The increase in allergen-free products is also driven by how they are made, not just by aggressive marketing. Allmandinger pointed out that the rise of non-GMO products is contributing to this trend, as many consumers seek alternatives to genetically modified ingredients.
For instance, Quinn Snacks did not specifically target the gluten-free market when developing their pretzels. The company’s founder, Kristy Lewis, aimed to create healthier snacks, leading to the choice of sorghum as the primary ingredient. “Sorghum offers a great crunch and flavor while being naturally gluten-free,” said Chris Murphy, the company’s vice president of marketing. Although Quinn pretzels do not explicitly market themselves as gluten-free, they receive numerous testimonials from loyal customers who appreciate having a safe snacking option.
As food allergies continue to rise, the trend for allergy-friendly foods is likely to persist. Jobrack, who has sought allergen-free options for her children since 2006, has noticed a significant improvement in the quality and flavor of available products. At food industry events, she has observed an increase in booths showcasing allergen-free options and is thrilled to see more high-quality frozen desserts that cater to this market. “The quality and flavors have truly improved,” she stated. “Companies are not just substituting one ingredient for another; they are thoughtfully considering texture and taste. There are definitely more options now.”
Warady believes this movement will become increasingly mainstream as more individuals develop food allergies and new ingredients emerge that may pose risks. Clear labeling that indicates what is in products will help to advance this trend. “We celebrate our ability to find great-tasting ingredients that allow consumers to enjoy their food without worry,” he concluded.