Gluten is the most searched for allergen by consumers making a decision on where and what to eat when dining out, according to new research.
Food allergy software Allergymenu.app analysed over 136,000 internet searches in a bid to help businesses in the hospitality sector understand the concerns and priorities of customers managing food allergies. It found that gluten was the most searched for allergen amounting to over 58% of all searches, with milk (16.8%), peanuts (17.9%) and tree nuts (16.8%) following.
The volume and consistency of searches captured confirms that food allergies and intolerances are not niche concerns and play a central role on where and what customers chose to eat.
Recent statistics from the Food Standards Agency highlight six percent of the adult population in the UK has a clinically recognised food allergy, around 2.4 million adults. It also found more than 30% of adults reported some types of adverse reactions when eating food.
The allergy search behaviour shows users typically engage with allergy searches at the point of decision making, before entering a venue or placing an order. This, says Allergymenu.app, suggests accessible and easy to understand allergy information can directly influence footfall and conversion.
Juliet Moran, founder of Allergymenu.app said: “What this data reinforces is the need for food businesses to prioritise easily accessible and detailed information for these allergens so customers can make an informed choice based on their requirements. They can also be reassured the establishment is taking its legal responsibility seriously.
“Ensuring accurate, detailed and easily accessible information to meet legislative requirements is the minimum. Many consumers manage multiple allergens which increases the importance of robust allergen management systems.
“This is where the role of digital tools plays its part. The data shows many allergy searches are made during a visit to the customer’s website, as shown in the website referral data.
“Transparent allergen information can directly influence customer confidence, venue selection, and overall dining experience. The allergen information becomes a key component of customer service and trust-building.
“Systems which reduce ambiguity, standardise allergen communication and minimise reliance on verbal explanations can help lower the risk of serious incidents and support staff.”
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