Food allergies and intolerances now influence how millions of households shop, spend, and choose brands. These shoppers are not niche. They buy more food and beverage overall and consistently lean toward products they trust to meet their needs. Yet for many, the shopping experience still feels risky, confusing, and limiting.
The next generation of food shopping is allergen-aware
The findings in this report show where gaps exist today and where brands can act to win loyalty with a fast-growing, high-value shopper group by making it easier to shop with confidence.
Younger consumers are at the center of this shift. Gen Z reports the highest rates of common allergies and intolerances and is already shaping demand through their purchasing behavior. They expect clarity, transparency, and confidence on the shelf and online. As their spending power grows, these expectations will increasingly define what winning assortments look like.
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Connect with one of our experts to identify where you can win with allergen‑aware shoppers.
A market that is not keeping pace
Allergen-free options are harder to find than they were just a few years ago, even as interest remains strong. Price premiums remain a real barrier, and many shoppers feel overwhelmed trying to decode labels or confirm product safety. These incidences of friction often stop a purchase before it happens.
This creates a clear opportunity for brands and retailers. Simplifying how products are labeled, making allergen attributes easier to spot, and ensuring the right items are consistently available can remove anxiety and unlock growth. Shoppers are willing to pay for solutions that feel safe and trustworthy.
Read the full report
The findings in this report show where gaps exist today and where brands can act to win loyalty with a fast-growing, high-value shopper group by making it easier to shop with confidence.
