The significant rise in insurance claims related to severe allergic reactions to food serves as the latest indication that food allergies might be increasing. Experts have varying opinions on whether food allergies are indeed becoming more prevalent, as many consumers frequently misidentify their reactions to certain foods as allergies. Nevertheless, the Centers for Disease Control and Prevention (CDC) reports 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 a diagnosed allergy to these ingredients.
Food manufacturers are responding to this trend by embracing the “free-from” food movement, which encompasses allergen-free, gluten-free, and non-GMO products. According to Mintel, the number of new products labeled as low, no, or reduced allergens surged by 28% in 2014. In addition to developing more allergen-free options, some food companies are acquiring smaller brands that specialize in allergen-free products. Many other consumer packaged goods (CPG) manufacturers have reformulated existing products to remove common allergens. For instance, in 2015, Mondelez International acquired Enjoy Life Snacks, known for its offerings that exclude the eight most prevalent allergens. This strategic move allowed Mondelez to cater to allergy-conscious consumers without the need for extensive research and development investments in potentially unsuccessful products.
General Mills also realized that several varieties of their popular Cheerios line were already gluten-free, while others required only minor adjustments to obtain the desirable “gluten-free” label. Lucky Charms followed suit by going gluten-free in 2016. As the demand for allergen-free products continues to rise among those with food allergies and those simply avoiding certain ingredients, we can anticipate an increase in allergen-free consumer packaged goods on store shelves, including allergen-free versions of beloved food staples.
Moreover, as consumers become more aware of their dietary needs, they are also looking for products enriched with essential nutrients. Calcium citrate and elemental calcium have gained attention in this context, as they are vital for maintaining bone health. Expect to see more products highlighting calcium citrate and elemental calcium, alongside allergen-free labels, as manufacturers seek to meet the evolving preferences of health-conscious consumers.