Allergy Friendly Foods: Market Trends and Opportunities
This Packaged Facts report analyses the U.S. retail market for food and beverage products in the allergy friendly space, and more specifically, products with “free from” ingredient labeling. Packaged Facts projects a positive outlook for the allergy friendly food and beverage market, as food allergy prevalence is growing, and self-reported rates of food allergies, sensitivities, or intolerances encompass an even larger proportion of the population. This report largely focuses on packaged foods and beverages with allergy friendly claims.
Scope of the Report
Allergy friendly foods emphasize that products are “free from” certain allergen ingredients and may have a third-party certification (e.g., Certified Gluten-Free). Products that are “free from” the “big 8” major allergens (i.e., eggs, fish, milk, peanuts, shellfish, soybeans, tree nuts, and wheat/gluten) are examined, as well as other food allergens such as sesame, sulfites, mustard, and corn.
Allergy friendly products are primarily important to consumers with diagnosed food allergies that cause allergic reactions such as anaphylaxis, tingling or itching in the mouth, hives, itching, eczema, or swelling. Anaphylaxis is a severe, potentially life-threatening reaction occurring within seconds or minutes of exposure to an allergen that requires medical treatment. Allergy friendly foods are also important for the much larger number of people who have food intolerances or sensitivities that cause unpleasant digestive symptoms such as bloating, gas, and diarrhea.
Additionally, some people may think they have a food allergy or intolerance while not actually having these conditions. Some consumers also avoid certain allergens such as gluten, milk, or soy because they do not like these ingredients, think these ingredients are unhealthy, or simply have a negative perception of the ingredients. As such, the allergy friendly food market appeals to a much broader audience than the name implies.
This report covers the scope of the U.S. market for food and beverage products with allergy friendly or “free from” product claims.
Additionally, the report has dozens of tables displaying numerical survey data on consumer demographics and psychographics and numerous product and marketing photographs. This report goes in-depth on COVID-19 trends affecting the food and beverage market.
Primary research includes interviews with food and beverage market experts; participation in and attendance at food industry events; and extensive internet canvassing.
Primary research also includes national online consumer polls of U.S. adult consumers (age 18+) conducted on an ongoing basis by Packaged Facts to analyze attitudes of consumers and their relevant food and beverage preferences.
Survey data from MRI-Simmons are used to analyze the demographics and psychographics of consumers who say they follow a special diet or eating restriction due to a food allergy, gluten intolerance, or lactose intolerance.
Supplementing Packaged Facts’ exclusive survey is analysis of the 2021 Food & Health Survey conducted by the International Food Information Council, which analyzes consumer food purchasing decisions, diet and lifestyle choices, snacking activity, and perception of health benefits in foods.
- Executive Summary
- Food Allergies Are on the Rise and Becoming More Important to Consumer Eating Preferences
- COVID-Era Habits Affecting the Food Market
- Habits Such as Online Grocery Shopping Are Increasing Access to and Awareness of Allergy Friendly Foods During the Pandemic
- Food Allergies and Intolerances Are More Common Among Women and Younger Consumers
- Scope
- COVID-19 Effects on Consumers
- Highlights
- First Time Use of Convenient Food and Beverage Ordering Methods In 2020
- Table Coronavirus Food Purchase Habits: "Because of the coronavirus, I have for the first time used…", 2020 (percent of consumers)
- Increasing Use of Convenient Food and Beverage Ordering Methods Continuing Through 2021
- Table Coronavirus Food Purchase Habits: "Because of the coronavirus, I am…", 2020-2021 (percent of consumers)
- Pandemic-Related Changes to Eating Habits
- Eating Habits and Food Prep
- Snacking and Healthy Eating
- Table Coronavirus Eating Habits: "Because of the coronavirus, I am eating more…", 2021 (percent of consumers)
- Concerns about Food Safety and Waste Rose in the Wake of the Pandemic in 2020
- Table Coronavirus Concerns about Safety and Food Waste: "Because of the coronavirus, I am…", 2020 (percent of consumers)
- Concerns about COVID-19 Exposure Remain in 2021
- Concerns about COVID-19 Exposure from Stores, Restaurants, and Food Manufacturers
- Concerns about COVID-19 Variants
- Most Still Consider the Pandemic a Health Threat Personally or to Family/Friends
- Table Coronavirus Health Concerns: "I am concerned about the…", 2020-2021 (percent of consumers)
- Table Coronavirus Health Concerns: "I am concerned about the…", 2021 (percent of consumers who strongly agree)
- Concerns About High Prices and Shortages during the Pandemic
- Table Coronavirus Concerns about Rising Prices by Product Category, 2021 (percent of consumers)
- Table Coronavirus Concerns about Shortages by Product Category, 2021 (percent of consumers)
- Negative Personal Effects of the Pandemic
- Table Coronavirus Concerns: "The coronavirus has negatively affected my…", 2020-2021 (percent of consumers)
- Effects on Work Are Continuing in 2021
- In-Store Shopping Patterns
- Food Insecurity Attributed to COVID-19
- Excitement for Food-Related Activities When the Pandemic Subsides
- Food Market Overview and Trends
- Highlights
- Gluten, Food Allergies, and Dietary Restrictions Are a Concern to Many Consumers
- Food Allergies Are on the Rise
- At-Home Testing Increases Consumer Awareness and Can Lead to Diet Changes
- Keto, Paleo, Low-Carb, and High Protein Diets
- Special Diet Characteristics
- Familiarity with Special Diets
- Table Familiarity with Special Diets, 2021 (percent of consumers)
- Vegetarians, Vegans, and Flexitarians: Plant-Based Eating, Sustainability, and Beyond
- Clean Label Trends
- Companies Are Investing in Blockchain and Big Data to Satisfy Consumer Desires for Transparency
- Consumers Think Small and Medium Businesses Have More Credibility
- The COVID-19 Pandemic Was the Jumpstart the Online Grocery Market Needed
- Impact on the Allergy Friendly Food Market
- Diets and Eating Patterns
- Over One Third of Consumers Have Followed a Special Diet in the Last Year
- Losing Weight Is the Most Common Reason to Follow a Diet
- Most Consumers Are Trying to Avoid or Limit Sugars in Their Diet
- Sugar Tends to Be Preferred to Low/No Calorie Sweeteners, However
- Frequency of Snacking and Reasons for Snacking
- Younger Consumers Are More Likely to Snack Throughout the Day
- Drivers of Food Purchase Decisions
- More Than Half of Consumers Say Healthfulness Matters More to Them Now When Deciding on Foods to Buy
- About Half of Consumers Pay Close Attention to Food Labels When Shopping
- "Natural" Labels Are Most Impactful When Grocery Shopping
- Helpfulness of Food Label Features
- Health Benefits in Foods
- One-Fifth of Consumers Seek Health Benefits from Foods
- Weight Loss/Management Is the #1 Health Benefit Sought from Food
- Nutrients and Characteristics Consumed and Avoided by Consumers
- Most Nutrients Are Sought from Foods Instead of Beverages or Supplements
- Perception of Health Differences in Products
- Allergy Friendly Food Trends
- Highlights
- Outlook for Allergy Friendly Food Market
- "Better-for-You" Trends
- Clean Label Trends
- Sugar-Free/No Sugar Added Products and Alternative Sweeteners
- Vegan/Plant-Based Products Appeals to Those Looking to Eat a Plant-Forward Diet
- Functional Foods and Beverages
- Home Baking Trends
- Direct-to Consumer (DTC) and Online Marketing
- New Companies and Products with Niche Appeal May Choose DTC Channels
- Subscriptions Save Consumers Money and Boost Sales
- Private Labels
- In-Store Purchasing Trends
- Retail Stores Rely More On Impulse Purchases
- Bringing Product Claims Front and Center
- Private Label Products Are a Driver of Store Traffic and Retailer Loyalty
- Consumer Demographics
- Highlights
- Prevalence of Food Allergies and Food Intolerances/Sensitivities
- Rising Rate of Reported Food Allergies and Lactose Intolerance
- Table Food Allergies and Lactose Intolerance, 2018-2021 (percent of consumers)
- Food Preferences, Allergies, and Intolerances/Sensitivities
- Adults
- Table Foods that Consumers Generally Eat, Generally Don't Like, or Are Allergic or Intolerant/Sensitive to by Type, 2021 (percent of consumers)
- Children
- Table Foods that Children Generally Eat, Generally Don't Like, or Are Allergic or Intolerant/Sensitive to by Type, 2021 (percent of consumers)
- Adults
- Eating Restrictions and Special Diets
- Table Frequency of Following Special Diets, 2021 (percent of consumers)
- Trends by Gender
- Table Food Allergies, Gluten Intolerance, and Lactose Intolerance by Gender, 2021 (percent of consumers)
- Table Food Allergies and Intolerances/Sensitivities by Gender, 2021 (percent of consumers)
- Trends by Age Bracket
- Table Food Allergies, Gluten Intolerance, and Lactose Intolerance by Age Bracket, 2021 (percent of consumers)
- Patterns Based on Household Income
- Table Food Allergies, Gluten Intolerance, and Lactose Intolerance by Household Income Bracket, 2021 (percent of consumers)
- Regional Differences
- Table Food Allergies, Gluten Intolerance, and Lactose Intolerance by U.S. Region, 2021 (percent of consumers)
- Urban, Suburban, and Rural Consumers
- Table Food Allergies, Gluten Intolerance, and Lactose Intolerance by County Size, 2021 (percent of consumers)
- Educational Attainment
- Table Food Allergies, Gluten Intolerance, and Lactose Intolerance by Educational Attainment, 2021 (percent of consumers)
- Presence of Children in the Household
- Table Food Allergies, Gluten Intolerance, and Lactose Intolerance by Presence of Children in the Household, 2021 (percent of consumers)
- Race/Ethnicity
- Table Food Allergies, Gluten Intolerance, and Lactose Intolerance by Race/Ethnicity, 2021 (percent of consumers)
- Plant-Forward Consumers
- Table Food Allergies, Gluten Intolerance, and Lactose Intolerance by Primary Diet/Eating Philosophy, 2021 (percent of consumers)
- Table Food Allergies and Intolerances/Sensitivities by Primary Diet/Eating Philosophy, 2021 (percent of consumers)
- Online Grocery Shoppers (Food Delivery and Pickup Services)
- Table Food Allergies, Gluten Intolerance, and Lactose Intolerance by Use of Online Grocery Delivery Services, 2021 (percent of consumers)
- Consumer Psychographics
- Highlights
- Priorities Placed on Food Characteristics
- Table Priorities Placed on Food Characteristics, 2021 (percent of consumers)
- Consumer Attitudes
- Carbs, Proteins, and Whole/Unprocessed Foods
- Table Statements about Carbohydrates, Proteins, and Whole/Unprocessed Foods, 2021 (percent of consumers who strongly agree)
- Food Restrictions, Nutritional Benefits, and Breakfast
- Table Statements about Nutritional Benefits, Food Restrictions, and Breakfast, 2021 (percent of consumers who strongly agree)
- Snacking
- Table Statements about Snacking, 2021 (percent of consumers who strongly agree)
- Cooking
- Table Statements about Cooking, 2021 (percent of consumers who agree completely)
- Premium Foods and Novel Food Experiences
- Table Statements about Premium and Novel Food Preferences, 2021 (percent of consumers who agree completely)
- Food Nutrition and Healthy Food
- Table Statements about Food Nutrition and Healthy Food, 2021 (percent of consumers who agree completely)
- Being Busy and Seeking Out Convenient Foods
- Table Statements about Being Busy and Seeking out Convenient Foods, 2021 (percent of consumers who agree completely)
- Carbs, Proteins, and Whole/Unprocessed Foods
- Perceptions about Health and Nutrition
- More than Half of Consumers Consider Themselves to Be in Excellent or Very Good Health
- Beliefs about Sources of Weight Gain
- Definition of "Healthy Food"
- Elements of "Healthy Eating Patterns"
- Most Consumers Are Confident in Their Ability to Choose Healthy Foods
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