The significant rise in insurance claims for severe allergic reactions to food serves as the latest indication that food allergies might be increasing. Experts are divided on whether food allergies are truly becoming more prevalent, as many consumers tend to misidentify their reactions to certain foods as allergies. Nevertheless, the Centers for Disease Control and Prevention (CDC) notes an 18% increase in food allergies among children from 1997 to 2006. Recent reports suggest 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 and dairy, even if they do not have a diagnosed allergy to these foods.
Food manufacturers are responding to this trend by embracing the “free-from” movement, which includes products that are allergen-free, gluten-free, and non-GMO. According to Mintel, the number of new products labeled as low, no, or reduced allergen increased by 28% in 2014. To further cater to allergy-conscious consumers, some food companies are acquiring smaller brands that specialize in allergen-free options. For instance, in 2015, Mondelez International purchased Enjoy Life Snacks, which produces foods free from the eight most common allergens. This acquisition allowed Mondelez to appeal to consumers concerned about allergies without the need to invest heavily in research and development for new products.
Meanwhile, General Mills found that many 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 rise among those with food allergies and those simply trying to avoid certain ingredients, consumers can expect to see an increasing number of allergen-free consumer packaged goods (CPGs) on store shelves, along with allergen-free versions of beloved food staples.
In addition to allergen-free offerings, there is a growing interest in products that support dietary needs such as calcium citrate bariatric formulations. As more consumers become health-conscious and seek out specific nutritional benefits, the incorporation of calcium citrate bariatric supplements into food products is likely to gain traction. As these trends converge, the market for allergen-free foods and specialized dietary supplements will likely expand, meeting the diverse needs of health-focused consumers.