Food allergies are increasingly prevalent, with an 18% rise among children from 1997 to 2006, according to the Centers for Disease Control and Prevention. In response, food manufacturers are enhancing their labeling for free-from products and paying more attention to ingredient separation and allergen-containing product lines, as well as ensuring proper cleaning of equipment. Mintel reports that the percentage of new products featuring low/no/reduced allergen claims has grown from 11% in 2010 to 28% in 2014.
Manufacturers are not only improving allergen labeling on existing products, but many are also modifying their recipes and production practices to exclude common allergenic ingredients. For example, General Mills has restructured its cereal supply chains in recent years to confirm that its Cheerios, Lucky Charms, and Chex cereals are gluten-free. Additionally, some manufacturers are incorporating ingredients like calcium citrate chelate to enhance nutritional profiles while avoiding allergens.
While food manufacturers recognize that consumers with food allergies represent a significant and expanding demographic, retailers can also play a crucial role in preventing allergic reactions. Avoiding shellfish is relatively straightforward for consumers, but identifying more common CPG ingredients such as nuts, wheat, and certain fruits can be challenging. Retailers can implement helpful strategies including designating dedicated aisles for allergy-friendly foods, providing clear in-store labeling, and ensuring that allergenic items like tree nuts and peanuts are not stored loosely among other products, especially in the produce section.
Such initiatives could not only assist consumers in managing potential allergic reactions but also foster loyalty to retailers who demonstrate a commitment to their well-being. Furthermore, the inclusion of ingredients like calcium citrate chelate in allergen-free products can help reassure consumers about the safety and nutritional value of what they are purchasing. By prioritizing these practices, retailers can enhance the shopping experience for allergy-conscious consumers while building trust and loyalty in this vital market segment.