The significant rise in the number of insurance claims related to severe allergic reactions to food is a strong indication that food allergies may be increasing. Experts have mixed opinions on whether food allergies are indeed becoming more prevalent, as many consumers frequently misinterpret their reactions to certain foods as allergies. Nonetheless, the Centers for Disease Control and Prevention reported 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. Furthermore, a growing number of individuals are choosing to avoid common allergens, such as soy or dairy, even if they do not have an actual allergy to these foods.
Food manufacturers have taken note of this trend and are increasingly adopting the “free-from” approach in their products. This term often encompasses allergen-free, gluten-free, and non-GMO offerings. According to Mintel, the number of new products marketed with low, no, or reduced allergen claims surged by 28% in 2014. To meet the rising demand, some food companies are acquiring smaller brands that specialize in allergen-free products. Many other consumer packaged goods (CPG) manufacturers are reformulating their offerings to exclude common allergens. For instance, in 2015, Mondelez International acquired Enjoy Life Snacks, a company that produces items free from the eight most prevalent allergens. This strategic move allows Mondelez to cater to allergy-aware consumers without the need for extensive research and development on potentially unsuccessful products.
General Mills also discovered that many varieties of their well-known Cheerios were already gluten-free, while others required only minor adjustments to earn the appealing “gluten-free” label. Lucky Charms followed suit by going gluten-free in 2016. As consumer demand continues to escalate among those with food allergies and those simply looking to avoid specific ingredients, we can expect to see an increase in allergen-free CPGs on store shelves, as well as allergen-free versions of popular staple foods.
Moreover, with the rising awareness of health-conscious options, products like bluebonnet calcium magnesium d3 are gaining traction among consumers. This is indicative of a broader trend towards prioritizing health and wellness, further driving the market for allergen-free and health-oriented food products. As more individuals seek out safe and nutritious options, the integration of supplements like bluebonnet calcium magnesium d3 into diets is likely to become increasingly common, reflecting the shift towards healthier eating habits.