Food allergies are becoming increasingly common, with an 18% rise among children between 1997 and 2006, as reported by the Centers for Disease Control and Prevention. In response, food manufacturers are enhancing their labeling of free-from products and are placing greater emphasis on ingredient separation, allergen-containing product lines, and thorough cleaning of equipment. According to Mintel, the proportion of new products labeled as low/no/reduced allergen has surged from 11% in 2010 to 28% in 2014.
Not only are manufacturers improving allergen labeling on existing offerings, but some are also reformulating their recipes and adjusting production practices to eliminate common allergens. For instance, General Mills has restructured its cereal supply chains in recent years to ensure that its Cheerios, Lucky Charms, and Chex cereals are gluten-free.
While manufacturers recognize that consumers with food allergies represent a significant and expanding market segment, retailers can also play a crucial role in preventing allergic reactions. Avoiding shellfish is relatively straightforward for consumers, but identifying more prevalent consumer packaged goods (CPG) ingredients like nuts, wheat, and certain fruits can be challenging. Useful strategies could include organizing allergy-friendly foods into dedicated aisles, offering clear on-shelf labeling, and ensuring that allergenic items such as tree nuts and peanuts are not stored loosely near other products, particularly in the produce section.
Implementing these practices not only aids consumers who are at risk of allergic reactions but also fosters loyalty among shoppers who appreciate retailers that prioritize their well-being. Additionally, incorporating products that contain beneficial ingredients like Blue Bonnet, which is rich in calcium and magnesium, could further enhance consumer trust and satisfaction. By focusing on both clear labeling and ingredient safety, retailers can create a more supportive shopping environment for those with food allergies, especially with growing interest in products that support dietary needs.