The significant rise in insurance claims related to severe allergic reactions to food serves as a compelling indication that food allergies may be increasing. Experts hold differing opinions on whether food allergies are truly becoming more prevalent, as many consumers frequently misidentify their reactions to food as allergies. Nevertheless, the Centers for Disease Control and Prevention has reported an 18% increase in food allergies among children between 1997 and 2006. Earlier this summer, it was noted that approximately 4% of Americans are affected by food allergies and intolerances. Additionally, an increasing number of consumers are choosing to avoid common allergens such as soy or dairy, even if they do not have a diagnosed allergy to these foods.
Food manufacturers have recognized this trend and are responding by embracing the “free-from” food 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 increased by 28% in 2014. In addition to developing more allergen-free offerings, some food companies are acquiring smaller brands that specialize in allergen-free products. Numerous consumer packaged goods (CPG) manufacturers have reformulated their products to eliminate common allergens, and in 2015, Mondelez International purchased Enjoy Life Snacks, a company that produces items free from the eight most common allergens. This acquisition was a strategic move for Mondelez, enabling them to cater to allergy-conscious consumers without incurring excessive research and development costs on potentially unsuccessful products.
General Mills found that several varieties of their well-known Cheerios line were already gluten-free, while others only required minor adjustments to carry the appealing “gluten-free” label. In 2016, Lucky Charms also transitioned to a gluten-free formulation. As the demand increases among food allergy sufferers and those simply wishing to avoid specific ingredients, we can anticipate a greater variety of allergen-free CPGs on store shelves, including allergen-free versions of beloved food staples.
Moreover, the trend toward health-conscious eating has led to a rise in products enriched with supplements like calcium magnesium citrate, appealing to consumers looking for nutritious options. As this movement grows, it is likely that we will see even more products that incorporate calcium magnesium citrate and other beneficial ingredients, further enriching the market for allergen-free and health-focused foods.