Avoiding and treating allergies is increasingly difficult – yet essential, says new research

08 Nov 2019 --- Allergy symptoms can range anywhere from annoying to painful to deadly. Therefore, industry is called upon to seek out the best methods to prevent allergies and treat existing ones even more effectively. NutritionInsight takes a look at how social media plays a central role – both helpful and harmful – in spreading information to consumers, as well as how prenatal diet, delivery mode and infant feeding relate to pediatric allergies

Social media provides a vast digital public platform for the trading and gathering of information. When it comes to food allergies, however, acting upon false information can potentially lead to lethal health risks, according to a presentation at the American College of Allergy, Asthma and Immunology (ACAAI) Annual Scientific Meeting in Houston this week. While conducting self-research online on individual physical symptoms has become common practice in the 21st century, it is vital that consumers steer clear of cherry-picked data, paid endorsements and personal opinion pieces.

Dr. Stukus warns against baseless “food allergy cures” on social media.“Social media has some benefits and there is a lot of good information out there,” says Dr. David Stukus, Chair of the ACAAI Annual Meeting Program Committee and session presenter. “But social media gives everyone an equal voice – even those who are not giving out correct information. The years of training and clinical experience allergists have is given the same weight as unqualified individuals performing their own ‘research’ using online search engines.”

Dr. Stukus warns that social media boasts a wealth of information on “food allergy cures,” despite a lack of any scientific cure for many conditions. Meanwhile, some people spend small fortunes to receive at-home food sensitivity tests or long lists of foods they are reportedly sensitive to and should avoid. However, he deems these results often “meaningless”. It is, therefore, important for consumers to be able to identify alternative facts online and bring their questions to their appointments to discuss with an allergist.

“There are common tactics used by people selling products or services that everyone should be aware of when they search online,” says Dr. Stukus. “Be suspicious of information falsely claiming to be scientific, as well as echo chambers, where you only hear opinions that echo your own. If it sounds too good to be true, it likely is a myth, regardless of how many likes, shares or retweets it has.”

Fear mongering online is not specific in the allergies sector. Social media hungry consumers continue to digest nutrition information from a range of self-professed nutrition gurus as personalized nutrition eyes the mass market. In turn, strategic partnerships between tech-savvy start-ups and larger companies will be crucial to mainstream growth.

How pregnancy can influence allergiesDietary habits of pregnant mothers have been linked to the development of allergies in newborns.
False information on social media may be in a powerful position to negatively influence medical decisions surrounding allergies. Meanwhile, further studies have revealed how the earliest stages of life are critical for shaping the way allergies form. Two new studies presented at the ACAAI Annual Scientific Meeting contain new information on how prenatal diet, type of baby delivery and infant feeding practices can affect the risk of allergy.

The first study examined to what extent a reduced rate of developed allergic conditions was associated with mode of delivery and infant feeding. The researchers found that vaginal delivery, as well as exclusive breastfeeding and supplemental breastfeeding alike, correlated with reduced development of allergies.

“While a mother can’t always control the way her baby is delivered, exclusive or supplemental breastfeeding may help reduce the rate of onset and overall burden of allergies in children,” says Dr. David Hill, lead author of the study.

The second study surveyed over a thousand pregnant US women and recorded their histories with allergies, as well as their diets during pregnancy. Its findings revealed that of the mothers classified as having both poor dietary diversity and having a personal history of allergic disease, 33 percent of their children were diagnosed with eczema and/or food allergy within the first two years after birth.

Meanwhile, of the remaining mothers who were classified as having either good dietary diversity, with or without a personal history of allergic disease, or as having poor dietary diversity with no personal history of allergic disease, 21 percent of their children were diagnosed with eczema and/or food allergy within the first two years.

“Pregnant women – especially those with allergies – should be aware that their diet during pregnancy can affect their child’s chances of developing eczema and/or food allergies,” concludes Dr. David Fleischer, co-author of the study.

Industry’s take
People with food allergies are often restricted to consuming what nutritional and supplement labeling indicates as “free-from” foods. Having previously spoken to NutritionInsight, Julianne Ponan, Founder of Creative Nature Superfoods, notes the growing business potential in the free-from market. This increasingly lively space is set to be worth US$899 million by 2021.

Innova Market Insights data also shows how free-from foods have gone far beyond the niche in recent years and how the dynamic is not slowing. The market researcher reports a 16 percent CAGR in food and beverage launches with a free-from claim in recent years (Global, 2013-2017). These products accounted for 24 percent of food and beverage launches reported in 2017.

Indeed, the free-from market – a category where products are devoid of the 14 main allergens – gained rapid prominence this year. The official list of allergens includes gluten, crustaceans, eggs, fish, peanuts, soybeans, milk, nuts, celery, mustard, sesame seeds, sulfur dioxide and sulfites, lupin and mollusks. Recently, the US Food and Drug Administration has been compelled to find out if labeling sesame seeds as an allergen on packaged foods will be necessary for the future as sesame allergy is becoming increasingly common among children.

Edited by Anni Schleicher

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