Take a look down your grocery and drug store aisles and you’ll agree that food-allergen awareness has increased ten-fold in the last couple years. Everywhere you look, whether in magazines, store signage, or on TV, people are talking about different allergens, ways to cook without certain foods, and the importance of retailers providing allergen-free products.
While many retailers have started carrying allergen-free foods, including gluten-free, dairy-free, soy-free, and nut-free, the cost and availability of these products are still proving to be a burden to consumers.
As a whole, the costs of allergen-free products are normally almost double the cost of regular products. Take for example the King Arthur gluten-free cake mix. While very delicious, this cake mix cost $6.95 compared to normal mixes that average below $3. Consumers with allergens have no option but to purchase these pricier foods. However, doing so puts a strain on the pocketbook.
Despite the increased awareness, these foods are still not as available as normal products. Not all retailers have a large selection of allergen-free products which leaves consumers traveling to multiple stores or shopping in other towns. Whole Foods is one such retailer that has a very wide selection of allergen-free products, but unlike larger, less specialized chains, there are limited locations. This leaves consumers driving farther and spending more money on gas, again increasing the costs.
Many consumers have turned to purchasing online because of lack of availability and higher costs of allergen-free food. Sites like Amazon or Gluten-free.com offer a wide variety of allergen-free products as well as free delivery. This cuts down on travel for consumers which in the end, saves them money.
There’s no doubt that the demand for allergen-free products is only going to increase. Brick and mortar retailers should take note of this demand now in order to remain competitive with their online counterparts by addressing cost and availability concerns from consumers.
