The significant rise in insurance claims associated with severe allergic reactions to food serves as a strong indication that food allergies may be increasing. Experts have differing opinions on whether food allergies are genuinely becoming more prevalent, as many consumers tend to misidentify their reactions to food as allergies. Nevertheless, the Centers for Disease Control and Prevention has 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. Additionally, an increasing number of consumers are choosing to avoid common allergens, such as soy or dairy, even if they do not have an allergy to those foods.
Food manufacturers are responding to this trend by embracing the “free-from” food movement, which encompasses products that are allergen-free, gluten-free, and non-GMO. According to Mintel, the number of new products labeled as having low, no, or reduced allergens 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. Many other consumer packaged goods (CPG) manufacturers are reformulating their products to eliminate common allergens. For instance, in 2015, Mondelez International acquired Enjoy Life Snacks, a company known for its products free from the eight most common allergens. This strategic move allows Mondelez to reach allergy-conscious consumers without the need for extensive research and development on potentially unsuccessful products.
General Mills, on the other hand, found that many varieties of their well-known Cheerios were already gluten-free, while only minor adjustments were needed for others to obtain the appealing “gluten-free” label. Lucky Charms also transitioned to a gluten-free version in 2016. As the demand continues to rise among individuals with food allergies and those looking to avoid specific ingredients, we can anticipate an increase in allergen-free consumer packaged goods on store shelves, including allergen-free alternatives to popular staples.
Furthermore, the growing emphasis on health and wellness has led many consumers to seek out products that not only avoid allergens but also provide nutritional benefits. For example, calcium citrate tablets are gaining popularity among those looking to enhance their calcium intake without the risk of allergens. As awareness of food allergies and intolerances expands, products like calcium citrate tablets will likely see increased interest, paralleling the trend towards allergen-free options in the market. Expect to see more innovations in allergen-free CPGs and nutritional products, including calcium citrate tablets, as the industry adapts to consumer preferences.