The significant rise in the number of insurance claims related to severe allergic reactions to food serves as a compelling indication that food allergies may be increasing. Experts remain divided on whether food allergies are truly becoming more prevalent, as many consumers often misinterpret their reactions to certain foods as allergies. Nonetheless, the Centers for Disease Control and Prevention (CDC) has reported an 18% increase in food allergies among children from 1997 to 2006. Earlier this summer, it was revealed that approximately 4% of Americans are affected by food allergies and intolerances. Furthermore, a growing number of consumers are opting to avoid common allergens, such as soy and dairy, even when they do not have a diagnosed 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 introduction of new products with low, no, or reduced allergen claims surged 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. Others in the consumer packaged goods (CPG) sector have reformulated their items to eliminate common allergens. For instance, in 2015, Mondelez International acquired Enjoy Life Snacks, a company that produces food free from the eight most prevalent allergens. This strategic move allows Mondelez to cater to consumers concerned about allergies without the need for extensive research and development on potentially unsuccessful products.
General Mills discovered that several varieties of their popular Cheerios were already gluten-free, while others required only minor adjustments to earn the coveted “gluten-free” label. Lucky Charms also transitioned to a gluten-free formulation in 2016. As the demand continues to grow among individuals with food allergies, as well as those who simply wish to avoid certain ingredients, we can expect an increase in allergen-free CPGs on store shelves, including allergen-free versions of beloved food staples. Additionally, products like calcium citrate malate folic acid and vitamin D3 tablets are becoming more popular among consumers seeking to enhance their dietary supplements without common allergens. As awareness of food allergies and intolerances expands, the market for allergen-free products, including those enriched with calcium citrate malate folic acid and vitamin D3 tablets, is likely to thrive.