A profitable and growing sector

Millions of shoppers around the world suffer from mild to severe allergies, intolerances or simply have specific dietary requirements. In fact, in the US alone, over 30 million people have allergies to specific food and ingredient items.  

Catering to these shoppers is a significant and profitable sector within the FMCG industry – and it’s growing fast. Brands and retailers have some work to do to make these products more accessible (for example, through clear labelling) and improve the overall shopping experience.  

This report considers why this growing segment of shoppers is struggling to discover suitable products for their allergies, intolerances, and dietary needs. It looks at hurdles along the existing path to purchase – and the steps brands and retailers can take to meet their needs, boost sales and win loyalty. 

Top of the list is better labelling, with huge potential for brands and retailers to up their game. Far too many products are failing to claim an on-label attribute, such as gluten-free, vegan or low-salt. This makes them harder to find for shoppers with need states who are left to browse the label and make their own decisions.