Want Loyalty? Start with an Allergy-Safe Label.

Woman reviewing product label on package in a store

Food Allergies and Intolerances Aren’t Niche—They’re a Daily Reality for Millions.

More than one in 10 U.S. households is affected by food allergies or intolerances. For these families, label-reading isn’t a preference—it’s a necessity for safety, comfort, and peace of mind.

Among households managing these conditions:

1 in 3 allergy-affected households have dairy or peanut allergies
59% of those with intolerances avoid lactose
20% avoid gluten
12% avoid dyes or artificial colors

Gen Z is particularly impacted, with many reporting multiple food sensitivities.

From dairy to peanuts to gluten to synthetic dyes, the list of triggers is long—and often unexpected. Today’s allergy-conscious shoppers monitor everything they buy, including:

51% refrigerated
38% frozen
35% bakery
23% health and beauty care
15% pet food
9% paper products

That’s why labeling, placement, and formulation need to be reconsidered across the store—not just in traditionally allergen-heavy categories.

These concerns aren’t just about food anymore. They extend across aisles, into household goods, personal care, pet products, and dining experiences. Today’s health-aware shopper checks labels on everything: pet treats, shampoo, mouthwash, cleaning sprays—even toilet paper. Many are actively avoiding Red 40 and other dyes across categories.

Shoppers want:

Dye-free options in HBC, pet, and paper categories
Gluten-free alternatives in cleaning and household goods
Labels they can trust across every aisle

The message is clear: Transparency is expected everywhere.

Allergy-friendly shouldn’t mean cost-prohibitive. Yet for many, it does.

Only 1 in 4 allergy-affected shoppers say products are reasonably priced
48% cite cost as their #1 challenge
37% find prices very expensive

What Does That Mean for Brands, Retailers, and Hospitality Operators?

It’s time to treat allergy awareness not as a consumer trend, but as a shared responsibility. Shoppers turn to different retailers for different reasons:

Walmart and Kroger for affordability
Whole Foods for convenience and satisfaction
1 in 4 prefer to shop online to find safe options faster

Brands and retailers must ensure allergy-friendly options are not just available—but affordable and easy to find. Proper labeling can save lives and consumer loyalty. Yet too many products still feature tiny, hard-to-read fonts, vague or incomplete ingredient lists, and hidden allergens tucked behind marketing claims.

Online, shoppers report inaccurate product descriptions, missing allergen info, and hard-to-use filters.

To earn trust, brands must improve:

Bold allergen callouts in high-contrast text
Icons for quick recognition
Consistent front-of-pack labeling
QR codes for full allergen detail
Clear communication when formulas change
Accurate online images, filters, and keywords

Retailers can take meaningful steps toward accessibility:

Curate dedicated allergy-friendly shelf sections
Use clear signage with visual icons
Offer smart allergen filters online and in-app
Train in-store pickers to recognize allergen needs
Flag lookalike products to reduce mistakes
Reward picker accuracy with incentives or certifications

Nearly 45% of allergy-affected shoppers avoid dining out due to a lack of confidence. Too many close calls, not enough clarity.

To improve the experience, restaurants, cafeterias, and foodservice operators should:

Train staff on food allergies and intolerances
Audit kitchens and procedures for cross-contact
Label menus clearly—both printed and digital
Update online ordering platforms regularly
Top allergens to meal plan for: Dairy, peanut, gluten, shellfish, tree nut, fish, wheat, soy, egg, sesame

Allergy awareness isn’t just about compliance—it’s about compassion, health, and trust. Brands, retailers, and foodservice providers have the power to ease daily stress for millions of shoppers.

When you make it easier to find safe, affordable, and clearly labeled options, you’re not just serving a niche—you’re serving families, parents, kids, seniors, and every ingredient-conscious consumer in between.

Acosta Group’s “The Suffering Shopper Journey Through Food Allergies, Intolerances, and Sensitivities” study was conducted March 28-April 10, 2025, with 598 U.S. adults in households with food or beverage allergies and/or intolerances. Respondents are part of the company’s proprietary Shopper Community, which comprises over 40,000 demographically diverse shoppers across the U.S. and is the company’s proprietary community for survey engagement.