Category
Lifestyle
Assisted Choices
Trend cluster
Category
Allergen-Introduction
Infant food brands contain allergens to prevent the development of allergies.
3.0
Trend score
Trend
What is the Allergen-Introduction trend?
Allergen-Introduction: With research suggesting that early introduction to common allergens can stop them from developing altogether, infant food brands are offering food items for infants that introduce these allergens to them at a young age. The promise is that consuming these allergens when they're young may help build a tolerance and prevent allergies down the line.
Insight
The consumer insight behind the Allergen-Introduction trend
Millennial parents in-particular are concerned with what their children consume, as this generation is more knowledgeable on well-rounded diets and nutritious eating than their predecessors. These parents prioritize well-rounded lifestyles and focus on the long-term impacts of what their children consume or engage with--whether that's food, recreation or education.
Trend themes
Themes within the Allergen-Introduction trend
Three behaviours holding the trend together01
Early Allergen Introduction
Infant food brands are offering food items for infants that introduce allergens at a young age to prevent allergies from developing, and millennial parents drivethis trend for a well-rounded lifestyle.
02
Allergy-Friendly Baby Food Products
Companies such as Happy Baby Organics and Square Baby offer baby food products that contain allergens while being kid-friendly and safe for consumption, so parents can feel more confident with the foods they give to their children.
03
Allergen Introduction Systems
Ready, Set, Food! and other companies have created unique systems and guided processes that help parents gradually introduce allergens to children while partnering with hospitals to provide products and resources for larger populations of infants.
Industry implications
What the Allergen-Introduction trend means for industry
Where the trend changes the playbookFor
Baby Food
Companies in the baby food industry are creating new lines of products to encourage early allergen introduction and ensuring they are safe for consumption.
For
Healthcare
Allergen introduction companies partner with hospitals and healthcare professionals to provide support and resources to parents of newborns and infants.
For
Nutrition
The push for early allergen introduction highlights the importance of nutrition and a well-rounded diet from the start of a child's life, a trend that will likely encourage more companies to develop products focused on nutrition for infants.
Workshop question
How is your brand prioritizing long-term health for its customers?
Trend signals
Trend signals for Allergen-Introduction
Trend score 3.0 out of 10, from popularity 37%, activity 43%, freshness 11%.
Popularity37%
Activity43%
Freshness11%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Allergen-Introduction trend
5 featured examples from Mar 12, 2020 to Mar 23, 2022CategoryLife-Stages
Nutty Baby Food Pouches
Happy Baby Organics Nutty Blends Support Early Allergen Introduction
Developing new food products with peanut and tree nut protein that promote early allergen introduction for infants and young children.
CategoryLifestyle
Allergen Introduction Systems
Ready, Set, Food! Created a System to Prevent Allergy Development
Pediatricians can incorporate Ready, Set, Food!'s allergen introduction system into their practices to prevent allergies in children.
CategoryLife-Stages
Allergen Introduction Oatmeals
Ready, Set, Food!'s Baby Oatmeal is Mixed with Top Allergens
The baby food industry is expanding into organic and early allergen introduction products, creating an opportunity for companies to innovate and disrupt the industry with new prod…
CategoryLife-Stages
Allergen-Included Baby Foods
Square Baby Intentionally Makes Baby Food with Eight Top Allergens
Square Baby's intentional inclusion of allergens creates a unique approach in the baby food industry.
CategoryLifestyle
Allergen Introduction Peanut Puffs
Mission MightyMe Intentionally Introduces Allergens Early
Food manufacturers can integrate early allergen introduction as a feature in their products to cater to parents who seek allergy prevention for their children.
