The Invisible Opportunity In Food
Progressive Grocer|November 2020
Winning with the 85 million Americans who are allergen aware.
Lisa Gable

One of the biggest opportunities for the food and beverage industry to serve shoppers in 2021 is to build trust and loyalty with those impacted by food allergies.

Roughly 25 percent of the U.S. population is now avoiding foods that contain one of the top nine allergens (peanuts, tree nuts, wheat, eggs, milk, shellfish, finned fish, soy and sesame), according to new research examining consumer habits of diverse populations. For 60 million Americans, this is due to a food allergy or intolerance, while another 25 million are indirectly impacted: They’re avoiding foods containing a top-nine allergen because someone in their home has an allergy or intolerance.

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