The significant surge in insurance claims related to severe allergic reactions to food serves as a strong indication that food allergies may be increasing. Experts have varying opinions on this trend, as many consumers tend to misidentify their reactions to certain foods as allergies. Nonetheless, the Centers for Disease Control and Prevention (CDC) has reported an 18% rise in food allergies among children from 1997 to 2006. Earlier this summer, it was noted that approximately 4% of Americans experience food allergies and intolerances. Furthermore, a growing number of consumers are choosing to avoid common allergens such as soy and dairy, even if they do not have an allergy to these ingredients.
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 launch of new products claiming low, no, or reduced allergens saw a 28% increase in 2014. In addition to developing more allergen-free options, some food companies are acquiring smaller brands specializing in allergen-free products. Other consumer packaged goods (CPG) manufacturers are reformulating their offerings to eliminate common allergens. For instance, Mondelez International made a strategic acquisition of Enjoy Life Snacks, a brand that produces items free from the eight most prevalent allergens. This move allows Mondelez to attract allergy-conscious consumers without the need for extensive research and development on potentially unsuccessful products.
General Mills found that several varieties of its popular Cheerios line were inherently gluten-free, while others required only minor adjustments to qualify for the desirable “gluten-free” label. Lucky Charms also transitioned to gluten-free status in 2016. As the demand continues to rise among individuals with food allergies and those simply seeking to avoid specific ingredients, we can expect to see an increasing presence of allergen-free consumer packaged goods on store shelves, along with allergen-free versions of beloved food staples.
Moreover, as part of a healthier lifestyle, some consumers are opting for supplements like liquid calcium citrate, which supports bone health without the risk of allergens. As this trend grows, the inclusion of liquid calcium citrate in allergen-free products may become more prevalent, catering to health-conscious consumers looking for safe and nutritious options.