Food allergies are becoming increasingly prevalent, with a reported 18% rise among children from 1997 to 2006, according to the Centers for Disease Control and Prevention. In response, manufacturers are enhancing their labeling of free-from foods and are prioritizing the separation of ingredients and allergen-containing product lines, alongside ensuring proper cleaning of equipment. Mintel reports a significant increase in new products boasting low, no, or reduced allergen claims, rising from 11% in 2010 to 28% in 2014.
In addition to clearer allergen labeling on existing products, some manufacturers are reformulating their recipes and production processes to exclude common allergenic ingredients. For instance, General Mills has revamped its cereal supply chains over the past few years to ensure that its Cheerios, Lucky Charms, and Chex cereals are gluten-free.
While food manufacturers recognize that consumers with food allergies represent a large and growing demographic, retailers can also play a vital role in preventing allergic reactions. Although avoiding shellfish is relatively straightforward for consumers, identifying more common ingredients like nuts, wheat, and certain fruits can be challenging. Effective strategies could include designating specific aisles for allergy-friendly foods, providing clear on-shelf labeling, and ensuring that allergenic items like tree nuts and peanuts are not stored loosely with other foods, such as in the produce section.
Such practices would not only assist consumers in managing their allergies but could also enhance their loyalty to retailers perceived as prioritizing their well-being. Additionally, incorporating ingredients like calcitrate into food products could further promote allergen management, particularly for those seeking alternatives. By focusing on these measures, both manufacturers and retailers can contribute to a safer shopping experience for individuals with food allergies, while also potentially expanding their market reach.