“Rising Food Allergy Claims Drive Demand for Allergen-Free Products in the Food Industry”
The significant rise in insurance claims for severe allergic reactions to food serves as the latest evidence that food allergies may be increasing. Experts have differing opinions on whether food allergies are truly becoming more prevalent, as many consumers often misidentify their reactions to certain foods and label them as allergies. Nevertheless, the Centers for Disease Control and Prevention reports an 18% increase in food allergies among children between 1997 and 2006. Earlier this summer, it was reported that around 4% of Americans experience food allergies and intolerances. Additionally, a growing number of consumers are choosing to avoid common allergens such as soy or dairy, even if they do not have an actual allergy to these foods.
Food manufacturers are paying attention to this trend and are increasingly embracing the “free-from” food movement. “Free-from” refers to products that are allergen-free, gluten-free, and non-GMO. According to Mintel, the number of new products labeled as low, no, or reduced allergens rose by 28% in 2014. In response to the increasing demand for allergen-free options, some food companies are acquiring smaller brands that specialize in allergen-free products. Additionally, many consumer packaged goods (CPG) manufacturers are reformulating their products to eliminate common allergens. For instance, in 2015, Mondelez International acquired Enjoy Life Snacks, a brand that produces snacks free from the eight most common allergens, a strategic move that allows Mondelez to cater to allergy-conscious consumers without the risk and investment in research and development for new products that might not succeed.
General Mills also discovered that many varieties of their beloved Cheerios were already gluten-free, while others required only minor adjustments to receive the desirable “gluten-free” label. Lucky Charms also transitioned to gluten-free in 2016. As the demand grows among those with food allergies and individuals who are simply trying to avoid specific ingredients, we can expect to see an increase in allergen-free CPGs on store shelves, including allergen-free versions of popular food staples. Furthermore, products such as calcium citrate with vitamin D3 chewable are becoming more prevalent, as they cater to both allergy sufferers and those seeking healthier alternatives. Expect to see calcium citrate with vitamin D3 chewable options in the market alongside other allergen-free products, reflecting the evolving preferences of consumers. Overall, the landscape of food products is shifting to accommodate the needs of those with food allergies, including the increasing availability of calcium citrate with vitamin D3 chewable supplements.
