The significant rise in insurance claims related to severe food allergic reactions underscores the possibility that food allergies are becoming more prevalent. Experts have differing opinions on whether food allergies are truly on the upswing, as many consumers tend to misinterpret their reactions to foods as allergies. Nevertheless, the Centers for Disease Control and Prevention indicates that food allergies increased by 18% among children from 1997 to 2006. Earlier this summer, reports revealed that approximately 4% of Americans experience food allergies and intolerances. Moreover, an increasing number of consumers are choosing to eliminate common allergens such as soy or dairy from their diets, even if they do not have allergies to these ingredients.
Food manufacturers are responding to this trend by embracing the “free-from” movement, which 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 increased by 28% in 2014. In addition to developing more allergen-free products, some food companies are acquiring smaller brands that specialize in allergen-free offerings. A number of consumer packaged goods (CPG) manufacturers have reformulated their products to remove 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 cater to allergy-conscious consumers without incurring significant research and development expenses on potentially unsuccessful products.
General Mills also discovered that many varieties of their popular Cheerios were already gluten-free, while others required only minor adjustments to earn the appealing “gluten-free” label. In 2016, Lucky Charms also transitioned to gluten-free. As the demand continues to grow among those with food allergies and individuals who prefer to avoid specific ingredients, we can expect to see an increase in allergen-free CPG products on store shelves, including allergen-free versions of popular staples.
Furthermore, the incorporation of nutritional supplements like calcium citrate malate, vitamin D3, and folic acid in food products is becoming more common as manufacturers seek to enhance the health benefits of their offerings. The inclusion of these supplements not only caters to the health-conscious consumer but also aligns with the trend of providing allergen-free options. As the market evolves, the combination of allergen-friendly foods and nutritional enhancements will likely play a significant role in meeting consumer demands.