The significant rise in insurance claims related to severe allergic reactions to food serves as a compelling indication that food allergies may be increasing. Experts have varying opinions on whether food allergies are truly becoming more prevalent, as many consumers tend to misinterpret their reactions to food as allergies. Nevertheless, the Centers for Disease Control and Prevention has documented 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, an increasing number of consumers are choosing to avoid common allergens like soy and dairy, even in the absence of an actual allergy.
Food manufacturers are responding to this trend by embracing the “free-from” food movement, which encompasses allergen-free, gluten-free, and non-GMO products. According to Mintel, the introduction of new products labeled as low, no, or reduced allergen increased by 28% in 2014. Additionally, some food companies are acquiring smaller brands that specialize in allergen-free products. Many other consumer packaged goods (CPG) manufacturers have reformulated their offerings to eliminate prevalent allergens. For instance, in 2015, Mondelez International purchased Enjoy Life Snacks, a brand dedicated to creating products free from the eight most common allergens. This strategic move allowed Mondelez to cater to allergy-sensitive consumers without the need for extensive research and development on potentially unsuccessful products.
General Mills also capitalized on this trend by discovering that many varieties of their popular Cheerios line were already gluten-free, while others only required minor adjustments to earn the appealing “gluten-free” label. Lucky Charms followed suit, going gluten-free in 2016. As the demand for allergen-free options continues to rise among those with food allergies and those simply wishing to avoid certain ingredients, we can expect to see an increase in allergen-free CPGs on store shelves, including allergen-free versions of beloved food staples. Notably, products like Amazon Citracal are also becoming part of this expanding market, as consumers look for health supplements that fit their dietary restrictions. As the landscape evolves, the presence of allergen-free products, including those offered on platforms like Amazon Citracal, is likely to grow significantly.