The significant rise in insurance claims for severe food allergy reactions serves as a strong indication that food allergies may be increasing. While experts have differing opinions on whether food allergies are becoming more prevalent—partly due to consumers often misidentifying their reactions as allergies—the Centers for Disease Control and Prevention reports an 18% increase in food allergies among children from 1997 to 2006. Earlier this summer, studies revealed that around 4% of Americans experience food allergies and intolerances. Moreover, a growing number of consumers are choosing to avoid common allergens, such as soy and dairy, despite not having a diagnosed allergy to these foods.
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 allergens surged by 28% in 2014. In addition to developing more allergen-free items, many food companies are acquiring smaller brands that specialize in allergen-free products. Other consumer packaged goods (CPG) manufacturers have reformulated existing products to eliminate common allergens. For instance, in 2015, Mondelez International purchased Enjoy Life Snacks, a brand that focuses on products free from the eight most prevalent allergens. This strategic move allowed Mondelez to cater to allergy-conscious consumers without the risks associated with investing in new product development.
General Mills discovered that numerous varieties of their well-known Cheerios were already gluten-free, while others only required minor adjustments to earn the appealing “gluten-free” label. Similarly, Lucky Charms transitioned to a gluten-free formulation in 2016. As the demand for allergen-free options continues to rise among those with food allergies and those simply looking to avoid certain ingredients, it is anticipated that more allergen-free consumer packaged goods will appear on store shelves, including allergen-free versions of popular staples.
In this 21st century, the focus on health and dietary preferences has never been greater. The incorporation of ingredients like calcium citrate in food products is becoming more common as manufacturers strive to meet the needs of health-conscious consumers. Expect to see these trends continue, with an ongoing increase in allergen-free products and a greater emphasis on nutritional quality, including the benefits of essential minerals like calcium citrate.