Leger is proud to be a part of the Worldwide Independent Network of Market Research (WIN), an organization of different market researchers around the world that develops quality insights around the world. Multiple times a year, all WIN members conduct research on various subjects that interest the global population. World Allergy Day was July 8, and WIN, along with Leger, conducted surveys on allergens and allergy-triggering products. Leger conducted the study in the United States and Canada.
Highlights include…
Growing caution around allergens globally
Since 2018, there has been a notable rise in global allergy awareness. The proportion of people who say they are actively avoiding products that cause allergic reactions has grown by 10% – from 30% to 40% in 2025. This trend is consistent across all age groups, education levels, and employment statuses – with minimal variation.
However, gender differences are more pronounced: 43% of women report avoiding allergen-triggering products compared to just 36% of men.
Country-level data also reveals clear contrasts. Individuals in Morocco (69%), the US (55%), Argentina (52%), Brazil (52%), and India (52%) are the most cautious – more than half say they actively avoid allergy-inducing products. In contrast, less than 30% of respondents in Japan (21%), South Korea (22%), Indonesia (22%), Thailand (23%), Finland (27%), and Germany (27%) report doing the same.
A preventative measure to anaphylaxis
The rise in allergy awareness reflects a global shift toward a population that is more cautious and informed about their health. According to the World Allergy Organization (WAO), anaphylaxis – a severe allergic reaction that can cause swelling and obstruct breathing – can be life-threatening. However, with growing recognition of the symptoms, increased access to immediate treatment such as epinephrine/adrenaline, and the widespread use of auto-injectors, we are gradually moving toward a world where anaphylaxis can be a preventable threat. Until then, raising awareness remains a vital step in safeguarding lives.
