The significant rise in insurance claims for severe allergic reactions to food serves as a strong indication that food allergies may be increasing. Experts hold differing opinions on whether food allergies are truly becoming more prevalent, as many consumers mistakenly diagnose 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, it was revealed that approximately 4% of Americans experience food allergies and intolerances. Additionally, a growing number of consumers are choosing to avoid common allergens like soy and dairy, even if they do not have a diagnosed allergy to these ingredients.
Food manufacturers are responding to this trend by adopting the “free-from” movement, which encompasses allergen-free, gluten-free, and non-GMO products. According to Mintel, the number of new products claiming low/no/reduced allergens surged by 28% in 2014. In their efforts to cater to allergy-conscious consumers, some food companies are acquiring smaller brands that specialize in allergen-free products. Furthermore, many consumer packaged goods (CPG) manufacturers are reformulating their offerings to exclude common allergens. For instance, in 2015, Mondelez International acquired Enjoy Life Snacks, known for its products free from the eight most prevalent allergens, allowing Mondelez to appeal to the allergy-aware market without significant R&D expenditure on potentially unsuccessful products.
General Mills found that several varieties of their well-known Cheerios were already gluten-free, while others only required minor adjustments to earn the coveted “gluten-free” label. Lucky Charms also went gluten-free in 2016. As the demand continues to rise among those with food allergies and those simply looking to avoid certain ingredients, we can expect an increasing presence of allergen-free consumer packaged goods on store shelves, including allergen-free versions of beloved food staples.
As more consumers seek answers to questions like, “does calcium citrate cause gas?” it is likely that the market will further expand to meet these needs. The growing awareness around food allergies and intolerances will inevitably drive innovation in allergen-free products, reinforcing the trend toward healthier, more inclusive food options.