Huge Potential, Tough Challenges of the Free From Food Movement

Gluten free, fat free, sugar free, Top 9 allergen free… 

The “free from food” market size is estimated at US$80.84 billion in 2023, and is expected to reach US$150.60 billion by 2028, growing at a CAGR of 13.25% during the forecast period (2023-2028), according to Mordor Intelligence. Medical advancements have led to a solid understanding of different responses from the immune system, enabling consumers to make conscious decisions in purchasing their food products. The global vegan market was estimated to be worth US$24.59 billion in 2022 and it is expected to nearly double by 2028. In the UK alone, 1.4 million people follow a vegan diet, which equates to 2.6% of the population. Surveys by the Mexican Vegan Entrepreneur Society revealed last year that 2% of Mexicans now follow vegan or vegetarian diets. The demand is increasing due to changing lifestyles and growing awareness of the benefits of a vegetarian diet. Consumers increasingly believe that vegetarian and vegan food products can help reduce harmful cholesterol levels in the blood and improve overall human and, to an extent, environmental health. Consumer awareness regarding labeling allergen-free and dairy-free product claims and other ingredient claims is driving the market for these food products. Moreover, favorable regulations by leading food safety authorities are expected to bring more opportunities for the major players in the market to increase output.

The boom is catapulting the appearance of vegan products in supermarkets and many companies are taking advantage of the free from food trend to brand their products to access the demand, which in turn has propelled high-quality, restriction-friendly delicacies that not only are safe but unusually scrumptious and healthy! 

Restaurant markets worldwide are swiftly including vegan options in their menus and the trend is picking up in Mexico with businesses appearing to adapt to the demands of their customers and how they are trying to offer a wider choice, which is a welcome positive step. 

However, the lax implementation of the NOM 051 concerning gluten and allergen management and declaration, and the general negligence of food service outlets, present huge gaps and pitfalls in the way these foods are marketed, representing a deadly concern to people affected by food allergies. 

Identifying the Challenges

As the Federal Prosecutor for the Consumer (PROFECO) confirms, one of the main reasons for recalls in Mexico is the incorrect declaration of gluten and allergens in food products. But since people with severe food allergies, intolerances and coeliac disease are not diagnosed by the public health system, there has been little progress in improving the legal framework to provide for these conditions, resulting in cross-contact and labeling that does not follow precautionary statements. Coupled to this, veganism is a philosophy and not a medical condition. It represents a way of life that seeks to exclude all forms of exploitation of and cruelty to animals for the benefit of animals, humans and the environment. In dietary terms, it denotes the practice of dispensing with all products derived wholly or partly from animals. Although it fosters cross-contamination with animal products to be kept to a minimum, there is no set requirement for their products to be completely free from animal traces as their requisites focus on the overall suitability of ingredients and preparation methods from a vegan perspective.

As an unintentional result, vegan guidelines have created a great deal of confusion around food labeling, specifically concerning products claimed to be dairy free and/or egg free by default because they are vegan. Vegan does not equal free from animal allergens, and in fact many vegan products can contain small traces of dairy or egg.  It is paramount therefore that labels include transparent declarations to avoid unnecessary accidents. Sadly, the use and misuse of the “free from” statements have led to some unnecessary deaths in recent years, where products or dishes on menus were advertised as free from when in fact these were produced on the same production line/surfaces as products made with animal-derived ingredients.

Applying Best Practices 

In the US, Canada, UK and Europe, the legal frameworks have been strengthened to enable safe food networks; hence, it is advisable that responsible companies in Mexico lead by example. Allergen Free Mexico provides guidance and lobbies for more regulation around what constitutes gluten, allergen and plant-based food to help protect hypersensitive consumers and offer clarity on allergens in products.

Another point of huge concern is the “free” usage of the word vegan with regard to anything that relates to special dietary requirements. Far too often, restaurant staff refer to the vegan menu when a coeliac or allergic customer asks to see a specific allergen menu or simply wants clarity with regard to their offering.

Whatever the reason for the misunderstanding, it should not be acceptable for any business serving food to have staff confusing two important and completely different terms: vegan means that the food is not made with animal products (albeit that it allows potential traces), whereas a food allergy or coeliac disease represents a medical condition that must exclude a particular allergen or group of allergens. The two definitions are not comparable and completely unrelated, and confusing the two can be deadly and costly on many fronts.

Investing in suitable and good quality allergen information and training is key to ensure their staff understand the principles of allergen management and how to keep their customers safe.

Businesses with acceptable guidelines and regulations around food labeling will pave the way to avoid unnecessary accidents, while offering peace of mind and safety to people with allergies.

Adhered to the Ministry of Tourism’s Mexican Agreement for Tourism Training (ACTURMEX), we train the hospitality sector on how to keep customers safe. Food service inventories at trained and audited establishments are composed of national produce previously verified by Allergen Free Mexico under best global auditing schemes. All import products with FDA and EU safe claims are also eligible to be part of our inventories. We invite naturally FREE-from products to come forward and adhere to our schemes to nurture hospitality outlets catering to people with special diets. In this way, Mexico can finally ensure kitchens with confidence to cater to approximately 25% of the world’s population with special diets, 15% of which can be deadly upon consumption of undeclared allergens. 

On a final note, please remember that if somebody requests a gluten free meal, they are not necessarily looking for vegan options. 

Photo caption:  Certificate issued by Allergen Free Mexico and the Ministry of Tourism following plant-based, gluten and allergen training of staff in the hospitality sector.