The significant rise in insurance claims for severe allergic reactions to food highlights a growing concern over food allergies. While experts have differing opinions on whether food allergies are truly increasing—often due to consumers misidentifying food reactions as allergies—statistics from the Centers for Disease Control and Prevention indicate that food allergies among children surged by 18% from 1997 to 2006. Recent reports suggest that around 4% of Americans are affected by food allergies and intolerances. Furthermore, many consumers are choosing to avoid common allergens like soy and dairy, even if they do not have actual allergies to these foods.
In response to these trends, food manufacturers are adopting the “free-from” food movement, which encompasses allergen-free, gluten-free, and non-GMO products. According to Mintel, there was a 28% increase in new products claiming low, no, or reduced allergens in 2014. To expand their offerings, some food companies are acquiring smaller brands that specialize in allergen-free products. For instance, Mondelez International took a strategic step in 2015 by acquiring Enjoy Life Snacks, which produces items free from the eight most common allergens. This approach allows Mondelez to cater to the allergy-aware consumer without the risks associated with developing new products from scratch.
General Mills also discovered that many varieties of their popular Cheerios were already gluten-free, while others required only minor adjustments to earn the “gluten-free” label. The company even transitioned Lucky Charms to a gluten-free formula in 2016. As the demand for allergen-free options grows among those with food allergies and those simply avoiding certain ingredients, it is likely that we will see an increase in allergen-free consumer packaged goods (CPGs) on store shelves, including allergen-free versions of beloved staples.
Moreover, as part of the evolving landscape of allergen-friendly products, there has been a notable inclusion of nutritional supplements like calcium citrate malate and vitamin D3 in many food products. These ingredients not only enhance the nutritional profile of allergen-free foods but also attract health-conscious consumers. Expect to see more offerings that combine allergen-free formulations with beneficial components like calcium citrate malate and vitamin D3, as manufacturers strive to meet the needs of allergy sufferers and health enthusiasts alike.