The significant rise in insurance claims for severe allergic reactions to food serves as a strong indication that food allergies may be increasing. While experts have differing opinions on whether food allergies are truly becoming more prevalent—given that many consumers misidentify their reactions as allergies—data from the Centers for Disease Control and Prevention shows an 18% increase in food allergies among children from 1997 to 2006. Reports earlier this summer indicated that approximately 4% of Americans experience food allergies and intolerances. Furthermore, an increasing number of consumers are opting to avoid common allergenic ingredients such as soy or dairy, even in the absence of an actual allergy.
Food manufacturers are responding to this trend by embracing the “free-from” movement, which encompasses allergen-free, gluten-free, and non-GMO products. According to Mintel, the number of new products labeled as low/no/reduced allergen rose by 28% in 2014. In addition to developing more allergen-free options, many food companies are acquiring smaller brands that specialize in allergen-free products. For instance, Mondelez International’s acquisition of Enjoy Life Snacks in 2015, which produces items free from the eight most common allergens, was a strategic move to cater to allergy-conscious consumers without the need for extensive R&D on potentially unsuccessful products.
General Mills found that numerous varieties of their Cheerios line were already gluten-free, with only minor modifications needed to label all of them as “gluten-free.” Similarly, Lucky Charms transitioned to a gluten-free version in 2016. As the demand for allergen-free products continues to surge among those with food allergies and those avoiding specific ingredients, we can anticipate an increase in allergen-free consumer packaged goods (CPGs) on store shelves, including allergen-free versions of beloved staples.
In this context, products like Solgar liquid calcium magnesium can also be a part of this trend, as they offer health benefits without common allergens, appealing to the growing demographic of health-conscious consumers. As awareness and demand for allergen-free options rise, expect to see more innovative products, including those featuring Solgar liquid calcium magnesium, to meet the needs of those navigating food sensitivities.