The significant rise in insurance claims related to severe allergic reactions to food serves as a strong indicator that food allergies may be increasing. Experts remain divided on whether food allergies are truly becoming more prevalent, as many consumers tend to misidentify their reactions to certain foods as allergies. Nevertheless, the Centers for Disease Control and Prevention has reported an 18% increase in food allergies among children from 1997 to 2006. Earlier this summer, findings indicated that approximately 4% of Americans experience food allergies and intolerances. Additionally, more consumers are choosing to avoid common allergens, such as soy or dairy, even when they do not have an actual allergy to these items.
Food manufacturers are responding to this trend by embracing the “free-from” food movement, which encompasses allergen-free, gluten-free, and non-GMO products. According to Mintel, the introduction of new products featuring low/no/reduced allergen claims surged by 28% in 2014. Beyond developing more allergen-free options, some companies are acquiring smaller brands that specialize in allergen-free products. Many consumer packaged goods (CPG) manufacturers are reformulating their offerings to eliminate common allergens. For instance, in 2015, Mondelez International acquired Enjoy Life Snacks, which produces items free from the eight most prevalent allergens. This strategic move allows Mondelez to cater to allergy-conscious consumers without the risks associated with investing in new product development that may not succeed.
General Mills also identified that several varieties of their well-known Cheerios were already gluten-free, while others needed only minor adjustments to qualify for the appealing “gluten-free” label. In 2016, Lucky Charms followed suit by going gluten-free. As the demand for allergen-free options continues to rise among both food allergy sufferers and those simply looking to avoid certain ingredients, we can expect to see an increasing number of allergen-free CPGs on store shelves, including allergen-free versions of popular staples. Furthermore, the incorporation of health-enhancing ingredients like biocare calcium in these products could provide additional benefits to consumers seeking healthier dietary choices. As the trend continues, the presence of biocare calcium in allergen-free products may become more common, appealing to a broader audience concerned about both allergies and nutritional value.