Food allergies, intolerances and sensitivities have moved from the margins to the mainstream, influencing how millions of consumers shop, cook and eat every day. Today, an estimated 1 in 10 U.S. households is navigating these dietary challenges, often as lifelong conditions that affect multiple members of the family. These aren’t passing preferences or short-term diet trends. For many shoppers, avoiding specific foods isn’t just optional, but it’s essential to their health and safety.

As a result, food allergies have been changing the grocery experience. Shoppers impacted by allergies are more intentional in the aisles, more loyal to brands they trust and more reliant on clear labeling, specialized products and retailer transparency. For retailers and manufacturers, meeting the needs of this fast-growing audience presents both a responsibility and a competitive opportunity.

A recent study from Acosta Group’s proprietary shopper community sheds new light on how allergy-affected consumers make decisions, what barriers they face and what they expect from the brands and stores they rely on. From price sensitivity and label clarity to digital shopping frustrations and in-store trust, the data reveals essential insights that can guide innovation, merchandising and shopper engagement strategies.

Key insights from the Acosta study: What retailers need to know about allergy-affected shoppers

The 2025 Food Allergies Shopper Insights report from Acosta Group reveals several key patterns among households managing food allergies or intolerances. These findings underscore important considerations for category managers, manufacturers and shopper marketing teams.

1. Allergy-Aware Shoppers are Cautious, Informed and Highly Engaged

More than 75% of affected shoppers are actively avoiding certain products or ingredients. Many of these individuals have been managing allergies for years and their purchasing decisions reflect that experience. They are deliberate in reading labels, comparing products and selecting trusted brands. For these shoppers, food safety is non-negotiable, and it drives long-term loyalty when done well.

2. Price Remains a Major Obstacle

Price is still a significant barrier Even as demand for allergy-friendly foods increases, affordability remains a stubborn obstacle. Just 26% of survey respondents believe these foods are affordable, and over one-third of respondents identify cost as the most important consideration when making a purchase decision, above taste, brand or nutritional value. Retailers and manufacturers can increase access by providing greater choices at a variety of price points.

3. Clear, Consistent Labeling Builds Trust

Packaging remains a major pain point for shoppers with food allergies. Confusing or hard-to-find allergen information can create hesitation or cause them to abandon a purchase altogether. Respondents are calling for bold, front-of-pack allergen callouts, straightforward ingredient lists and clear warnings about cross-contamination risks. These elements play a direct role in consumer confidence and brand trust.

4. Food Allergies Shape Daily Life, Not Just Shopping

For many, managing food allergies is not limited to what's in the grocery cart. It influences how families cook, eat, travel and socialize. From avoiding restaurants to bringing safe food to gatherings, shoppers are building entire routines around allergy safety. Brands that recognize this broader lifestyle impact, and offer solutions beyond the shelf, will be better positioned to meet the needs of this growing consumer group.

Shoppers Are Informed, Alert and Proactive

Shoppers with allergies are highly engaged and intentional in how they navigate the grocery store. According to Acosta Group’s May 2025 findings, three-in-four households impacted by food allergies or intolerances report avoiding specific products altogether. These consumers spend significantly more time reading ingredient labels, scanning for allergens and comparing products before making a selection.

Their approach is often shaped by years of managing dietary restrictions, sometimes from early childhood, and they rely on a combination of physician guidance, online research and brand familiarity to make safe choices. This level of vigilance makes trust and consistency non-negotiable. Retailers that overlook the needs of this informed shopper risk losing not just a sale, but long-term loyalty.

Affordability and Access Are Ongoing Barriers

While demand for allergy-friendly products is on the rise, price remains a major obstacle. Only 26% of allergy-affected shoppers say these products are priced reasonably. For 36%, cost is the No. 1 factor influencing their purchase decisions above taste, brand name or nutrition claims.

This pricing gap limits access, particularly for lower-income households or families managing multiple food sensitivities. When faced with higher costs, many shoppers report reducing product variety, skipping preferred brand or abandoning certain categories entirely. For retailers, this signals a clear opportunity: develop solutions that deliver safety, transparency and value at multiple price points.

Labeling and transparency matter

Allergy-conscious shoppers are not just reading labels; they’re depending on them. Yet despite increased regulatory attention, labeling remains one of the most common friction points in the allergy shopping experience. Acosta’s research highlights a strong shopper desire for bolder allergen callouts, plain-language ingredient lists and clear warnings about potential cross-contamination.

Even small inconsistencies, such as allergens appearing only on back panels, vague terms like “may contain,” or unclear facility processing notes, can introduce doubt and drive customers to competing brands or retailers. Products that make allergen content easy to identify on the front of the package or with shelf signage create a safer, more confident shopping experience.

Lifestyle Impacts Go Beyond Food

The influence of food allergies doesn’t end at the grocery store. For many households, these conditions affect nearly every aspect of daily life, from how they cook and plan meals to how they dine out, travel and celebrate with others. Acosta’s study found that allergy-affected shoppers are more likely to cook from scratch, avoid restaurants, bring their food to gatherings and always keep emergency medications on hand.

These patterns highlight the emotional weight that food allergies carry and the extent to which they shape family routines and social dynamics. For retailers, this is a chance to move beyond product offerings alone. Whether through in-store education, clear merchandising or cross-promotions with safe recipe content, retailers can play a meaningful role in easing the burden of this shopper and supporting their everyday needs.

Opportunities for Retailers and Manufacturers

Food allergies and intolerances are reshaping how many consumers navigate the grocery store. This isn’t a temporary shift; it’s a growing and sustained demand that requires thoughtful action from both brands and retailers. Success in this space depends not only on what’s in the package, but also on how products are displayed, priced and communicated to the shopper.

1. Build Easy-to-Navigate Sets for Allergy-Friendly Products

Shoppers managing food allergies are often shopping for multiple needs at once. Clear, consistent merchandising can make that process easier. Grouping items by common “free from” claims, such as gluten-free, dairy-free, nut-free and soy-free, helps reduce confusion and supports confident purchasing. In-store signage, shelf tags and curated endcaps can all play a role in directing traffic and boosting trial.

2. Prioritize Clear Labeling and Better Online Tools

Allergen labeling continues to be a key decision driver for this audience. Packages that use clear front-of-pack callouts, plain language and visible cross-contamination warnings help consumers feel more secure in their selections. Online, the same clarity is needed through improved filtering, searchable claims and diet-specific tagging, especially for households relying on grocery delivery or pickup.

3. Address Price Sensitivity with Tiered Offerings

Cost is often a barrier for allergy-friendly shopping, particularly for families buying specialty items week-after-week. Expanding value-tier or store-brand allergy-safe options can make a meaningful difference. Promotional pricing, trial packs and smaller package sizes can help encourage experimentation while respecting the budget constraints of these shoppers.

4. Leverage the Role of Store Teams and Wellness Experts

Retailers can elevate the experience for allergy-aware shoppers by equipping store staff and wellness teams with the right tools and training. Retail dietitians, in particular, are well-positioned to offer product guidance, lead store tours and provide educational content that supports safe and confident decision-making. Floor staff can also play a role by knowing where key products are located and being prepared to answer basic allergen-related questions.

Conclusion

Food allergies are influencing every step of the path to purchase, from ingredient scanning to retailer trust and in-store signage to online search. As millions of shoppers navigate these conditions daily, retailers and manufacturers have an opportunity to lead with empathy, accuracy and innovation. Those who remove barriers, improve access and prioritize transparency will not only meet shopper needs, but they’ll earn long-term loyalty in an increasingly health-driven marketplace.