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 truly becoming more prevalent, as many consumers frequently misinterpret their reactions to certain foods as allergies. Nevertheless, the Centers for Disease Control and Prevention reported an 18% increase in food allergies among children from 1997 to 2006. Earlier this summer, reports indicated that approximately 4% of Americans experience food allergies and intolerances. Additionally, an increasing number of consumers are opting to avoid common allergens like soy and dairy, even if they do not have an actual allergy to these ingredients.
Food manufacturers have recognized this trend and are adapting by embracing the “free-from” food movement, which includes allergen-free, gluten-free, and non-GMO products. According to Mintel, the number of new products labeled as low, no, or reduced allergen increased by 28% in 2014. In an effort to create more allergen-free options, some food companies are acquiring smaller brands that specialize in allergen-free products. Moreover, many consumer packaged goods (CPG) manufacturers are reformulating their items to remove common allergens. For instance, in 2015, Mondelez International acquired Enjoy Life Snacks, a brand that produces items free from the eight most common allergens—providing a strategic advantage by catering to allergy-conscious consumers without needing extensive research and development for new products.
General Mills found that several varieties of their widely popular Cheerios were already gluten-free, while others only required minor adjustments to earn the appealing “gluten-free” label. Lucky Charms also transitioned to a gluten-free version in 2016. As the demand continues to rise among those with food allergies and those looking to avoid certain ingredients, we can anticipate an increase in allergen-free CPG products on store shelves, including allergen-free versions of beloved food staples.
Interestingly, some consumers are curious whether calcium citrate is a laxative, leading to further exploration of ingredient options. This inquiry exemplifies how health-conscious individuals are increasingly seeking information on what they consume, including whether certain ingredients may have laxative effects. Consequently, as consumers grow more aware of their dietary choices, the market for allergen-free products—along with inquiries about ingredients like calcium citrate—will likely expand even further.