The significant rise in insurance claims related to severe allergic reactions to food serves as the latest evidence that food allergies may be increasing. Experts have varying opinions on whether food allergies are indeed becoming more prevalent, as many consumers often misidentify their reactions to food as allergies. Nevertheless, the Centers for Disease Control and Prevention noted an 18% increase in food allergies among children from 1997 to 2006. Earlier this summer, it was reported that approximately 4% of Americans experience food allergies and intolerances. Additionally, a growing number of consumers are opting to avoid common allergens, such as soy or dairy, even if they do not have an allergy to those ingredients.
Food manufacturers are paying attention to this trend and have begun to embrace the “free-from” food movement, which includes allergen-free, gluten-free, and non-GMO products. According to Mintel, the number of new products featuring low, no, or reduced allergen claims surged by 28% in 2014. Beyond creating more allergen-free offerings, several food companies are acquiring smaller brands that focus on allergen-free products. Many other consumer packaged goods (CPG) manufacturers are reformulating their items to eliminate common allergens. For instance, in 2015, Mondelez International acquired Enjoy Life Snacks, a company known for its products that exclude the eight most prevalent allergens. This strategic move allows Mondelez to cater to allergy-conscious consumers without the need for extensive research and development on potentially unsuccessful products.
General Mills discovered that many of its popular Cheerios varieties were already gluten-free, while others required minor adjustments to earn the coveted “gluten-free” label. Lucky Charms also went gluten-free in 2016. As the demand continues to increase among individuals with food allergies, as well as those looking to avoid specific ingredients, we can expect to see an even greater variety of allergen-free CPGs on store shelves, including allergen-free versions of beloved food staples. In this context, products like Solgar Calcium Magnesium with Vitamin D3 Liquid may also gain popularity, as consumers seek out supplements that align with their dietary restrictions and preferences. As the market evolves, the presence of allergen-free options, including those enriched with essential nutrients, will likely become more commonplace.