The significant rise in insurance claims related to severe food allergies serves as a strong indication that food allergies may be increasing. Experts hold varying opinions on this trend, as many consumers often misinterpret their reactions to certain foods as allergies. Nevertheless, the Centers for Disease Control and Prevention noted an 18% increase in food allergies among children from 1997 to 2006. Earlier this summer, reports indicated that around 4% of Americans experience food allergies or intolerances. Furthermore, an increasing number of consumers are choosing to avoid common allergens, such as soy or dairy, even if they do not have a diagnosed allergy.
Food manufacturers have recognized this trend and are adapting by embracing the “free-from” food movement. This term encompasses products that are allergen-free, gluten-free, and non-GMO. According to Mintel, the number of new products marketed as low, no, or reduced allergen claims surged by 28% in recent years. In addition to launching more allergen-free options, some companies are acquiring smaller brands that specialize in these products. Several consumer packaged goods (CPG) manufacturers have reformulated their offerings to remove common allergens. For instance, in 2015, Mondelez International purchased Enjoy Life Snacks, known for its products free from the eight most prevalent allergens. This strategic move allowed Mondelez to cater to allergy-conscious consumers without expending significant research and development resources on potentially unsuccessful products.
General Mills discovered that many of their Cheerios varieties were already gluten-free, while others only required minor adjustments to qualify for the appealing “gluten-free” label. Lucky Charms also transitioned to a gluten-free formulation in 2016. As the demand continues to rise among those with food allergies and those looking to avoid certain ingredients, including those that may impact the calcium citrate lower esophageal sphincter, consumers can anticipate an increased presence of allergen-free CPGs on store shelves, along with allergen-free versions of beloved food staples. This shift reflects a growing awareness and sensitivity towards food allergies and intolerances, further solidifying the importance of catering to this market segment.