The significant rise in insurance claims related to severe allergic reactions to food serves as a recent indication that food allergies may be increasing. Experts hold differing opinions on this matter, as many consumers tend to misidentify their reactions to food 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, it was noted that approximately 4% of Americans experience food allergies and intolerances. Additionally, there is a growing segment of consumers choosing to avoid common allergens, such as soy or dairy, even if they do not have an actual allergy.
Food manufacturers have recognized this trend and are increasingly adopting the “free-from” food movement, which encompasses allergen-free, gluten-free, and non-GMO products. According to Mintel, the number of new products touting low, no, or reduced allergen claims surged by 28% in 2014. To further cater to allergy-sensitive consumers, some food companies are acquiring smaller brands that specialize in allergen-free products. For instance, Mondelez International made a strategic move in 2015 by acquiring Enjoy Life Snacks, which produces foods free from the eight most common allergens. This acquisition allowed Mondelez to attract allergy-conscious consumers without the need for extensive research and development investments in potentially unsuccessful products.
General Mills discovered that many varieties of their well-known Cheerios already qualified as gluten-free, while others only required minor adjustments to achieve the desirable gluten-free label. In 2016, Lucky Charms also transitioned to a gluten-free formulation. As the demand continues to rise among individuals with food allergies and those looking to avoid specific ingredients, we can expect to see more allergen-free consumer packaged goods (CPGs) on store shelves, including allergen-free versions of beloved food staples.
In the context of health-conscious consumers, products like Kirkland magnesium calcium zinc supplements are also gaining popularity, as people increasingly seek to enhance their nutritional intake while avoiding allergens. As awareness of food allergies grows and consumers become more selective about their diets, the presence of allergen-free products, including those that feature beneficial ingredients like Kirkland magnesium calcium zinc, will likely expand in the market. Consequently, the evolution of food offerings to accommodate these preferences will continue to shape the landscape of the food industry.