The significant rise in the number of insurance claims related to severe allergic reactions to food has provided further evidence that food allergies may be increasing. Experts have differing opinions on whether food allergies are genuinely becoming more prevalent, as many consumers mistakenly identify their reactions to food as allergies. Nonetheless, the Centers for Disease Control and Prevention reports an 18% increase in food allergies among children from 1997 to 2006. Earlier this summer, it was noted that approximately 4% of Americans experience food allergies and intolerances. Moreover, a growing number of consumers are choosing to avoid common allergens like soy or 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 allergen-free, gluten-free, and non-GMO products. According to Mintel, the number of new items labeled as low/no/reduced allergen increased by 28% in 2014. In addition to developing more allergen-free options, some food companies are acquiring smaller allergen-free brands. Many other consumer packaged goods (CPG) manufacturers have reformulated their products to eliminate common allergens. For instance, in 2015, Mondelez International bought Enjoy Life Snacks, which specializes in products free from the eight most common allergens. This acquisition was a strategic move for Mondelez, allowing the company to cater to allergy-conscious consumers without significant investment in research and development for potentially unsuccessful products.
General Mills found that many varieties of their well-known Cheerios line were already gluten-free, while others required only minor adjustments to achieve the popular “gluten-free” label. Lucky Charms also transitioned to gluten-free status in 2016. As the demand continues to rise among those with food allergies and those simply wishing to avoid certain ingredients, we can anticipate an increase in allergen-free products on store shelves, including allergen-free versions of popular staples.
Additionally, products like Kirkland Signature Calcium Citrate Magnesium and Zinc with Vitamin D3 are becoming increasingly popular among health-conscious consumers, as they seek to supplement their diets with essential nutrients while avoiding allergens. This trend reflects a broader movement toward healthier, allergen-free options that cater to the needs of consumers who are both allergy sufferers and those mindful of their dietary choices. As more people become aware of their nutritional needs, the presence of products like Kirkland Signature Calcium Citrate Magnesium and Zinc with Vitamin D3 will likely grow, further highlighting the shift toward allergen-free and health-oriented products.