Food hypersensitivity—a broad term that includes allergies, intolerances, and coeliac disease—is shaping how millions of people navigate daily meals. Across much of the Western world, reactions to food are no longer niche experiences but everyday concerns. Consumers increasingly report unpleasant or even dangerous symptoms after consuming common ingredients, and a growing number avoid entire food categories as a result.
A recent wave of the Food and You 2 survey by the UK’s Food Standards Agency highlights several trends with international relevance: the number of people reporting food reactions is rising sharply; confidence in allergen information is declining; and even though laws require transparency, people don’t always feel safe eating out. For food professionals and hospitality businesses, this shift isn’t just about compliance—it’s about trust. And trust is becoming harder to earn.
Trend Snapshot / Factbox
| Aspect | Details |
|---|---|
| Trend name and brief definition | Food Hypersensitivity: Physical reactions to certain foods, including allergies, intolerances, and coeliac disease |
| Main ingredients or key components | Common triggers include gluten, dairy, soy, nuts, shellfish, and eggs |
| Current distribution | Global concern; studied extensively in UK, EU, and North America |
| Well-known restaurants or products currently embodying this trend | Allergy-friendly menus at chains like Pret A Manger, LEON, and Honest Burgers (UK) |
| Relevant hashtags and social media presence | #allergyaware, #foodallergy, #glutenfree, #dairyfree, #safeeating |
| Target demographics | Adults aged 25–45, parents of children with hypersensitivities, health-conscious consumers |
| “Wow factor” or special feature of the trend | Eating out is increasingly shaped by how well businesses accommodate dietary risks |
| Trend phase | Growing concern – still rising in both visibility and urgency |
The Allergy Era: Reactions Are Rising
Food hypersensitivities have moved from medical margins into the mainstream. What was once considered rare is now a common challenge in public health and food service. Consumers describe a wide range of symptoms—from mild digestive discomfort to life-threatening allergic reactions—which occur after eating foods they either didn’t expect to be unsafe or weren’t informed about.
An example from the UK shows that the number of people who say they experienced such reactions increased significantly over the past few years, as documented in the Food and You 2 study (Food Standards Agency, 2025). Whether this rise stems from heightened awareness, changes in food processing, or environmental sensitivities remains under debate—but the effects on consumer trust are undeniable.
At the same time, online communities have helped hypersensitive individuals become more informed, more cautious, and more vocal. That empowerment has also come with more scrutiny directed at restaurants, cafes, takeaways, and food brands.
Between 2021 and early 2024, the proportion of people with a known food hypersensitivity who reported experiencing a negative reaction after consuming food rose from 42% to 58%. The data was collected as part of the Food and You 2 survey by the Food Standards Agency, with figures drawn from Wave 3 (April–June 2021), Wave 5 (April–July 2022), Wave 6 (October 2022–January 2023), and Wave 8 (October 2023–January 2024). This increase reflects the growing prevalence—or awareness—of food-related sensitivities in the UK.
Source: Food Standards Agency (2025), Food and You 2: Wave 1–8 Trends Report, DOI
Eating Out with Caution: The Uneven Access to Information
For many consumers, eating out is no longer a carefree experience—it’s a calculated risk. A legal framework in countries like the UK requires that all food businesses, including takeaways and caterers, provide clear information on 14 major allergens, even for unpackaged products. Yet despite these obligations, the reality is more fragmented.
An example from the UK shows that while many consumers with hypersensitivities say allergen information is “usually” or “sometimes” available in hospitality settings, gaps still exist—especially in smaller venues or independent operators. Moreover, about one-fifth of guests avoid asking questions altogether when allergen information is missing, citing embarrassment or distrust.
The result is an inconsistent experience that varies wildly from place to place. Chains and supermarkets have generally made significant progress, but corner cafes, pop-up markets, and street food vendors remain risk zones for many. The stakes are high: one missed detail can lead to emergency room visits or long-term damage, especially for people with coeliac disease or serious allergies.
“For many diners, asking about allergens is no longer a choice—it’s a survival strategy.”
Trust is Crumbling: The Decline in Confidence
While legal requirements are a foundation, trust is built in the details—how staff respond, how visible the information is, how seriously concerns are taken. And here’s where the current trend becomes troubling: confidence in allergen information has declined, even when written menus or labels are available.
A study from the UK reveals a measurable drop in consumer trust between 2022 and 2024, especially when it comes to verbal communication with staff. Even written information, long considered the gold standard, has seen a noticeable loss of credibility. This is not just a customer service issue—it’s a reputational risk.
For food businesses, that means passive compliance is no longer enough. Proactive measures, like training staff to speak confidently about ingredients and making allergen guides prominent and clear, are now key elements of modern hospitality. The message is simple: if guests can’t trust what they’re told, they won’t come back.
Retail vs. Real Life: Packaged Confidence, Loose Worries
Interestingly, the hypersensitivity trend doesn’t affect all food environments equally. Consumers report high confidence in allergen labeling for pre-packed goods—where legal mandates have created structured, reliable formats. Major grocery chains have benefited from this standardisation, and many now use allergen icons, colour coding, and dedicated “free from” aisles.
But that confidence disappears in less regulated environments. An example from the UK shows that trust in allergen safety drops sharply when food is sold loose, such as in bakeries, market stalls, or buffets. The issue isn’t just the lack of labeling—it’s the absence of accountability. Without packaging, consumers must rely entirely on verbal assurances, and many aren’t willing to take that chance.
This contrast underscores a deeper point: hypersensitive consumers don’t just need information—they need systems that feel safe and verifiable. When those systems are missing, even the most delicious dish becomes a threat.
Navigating a Sensitive Market: What Professionals Must Know
The rise of food hypersensitivities is not a passing concern—it’s reshaping how hospitality and retail interact with customers. For food professionals, that means going beyond compliance. It means empowering frontline staff, building visible transparency into menus and displays, and making sure digital ordering platforms are just as detailed as printed labels.
Clear allergen communication is no longer just about avoiding liability. It’s about gaining trust—and with it, loyalty. The businesses that do this well won’t just protect their guests. They’ll set themselves apart in an increasingly risk-aware marketplace.