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Summary

The report analyses how consumers used Allergy Menu during 2025 to filter menus for allergens and dietary preferences. It concludes that allergen information is now a mainstream part of choosing where to eat, rather than simply a legal compliance requirement.

The data covers 134,644 unique consumer searches across 243 venues. From these, users made 49,183 allergen or dietary-preference selections. Searches without an allergen selection, duplicates on the same day and demo-system searches were excluded.

Main findings

Gluten was by far the most searched requirement, selected in 58.5% of recorded allergen/preference selections. Peanut was next at 17.9%, followed by milk and tree nuts at 16.8% each. Vegan searches accounted for 10.4% and vegetarian 8.9%.

The top four allergens — gluten, peanut, milk and tree nuts — represented 76.2% of all selections. The report therefore argues that businesses should prioritise clear, accurate information and viable options for these allergens, both for safety and commercial reasons.

Multiple requirements are common. Around 26% of searches involved more than one allergen or preference, excluding vegan and vegetarian choices. There was substantial overlap between peanut and tree-nut searches: 6,400 users selected both, representing 60% of relevant searches. Similarly, 55% of crustacean and mollusc searches selected both.

The findings suggest that a single “gluten-free” or “allergy-friendly” menu is not enough for many customers. Consumers need detailed ingredient data and the ability to filter combinations of allergens safely.

What it means for food businesses

Customers often check allergen information before they visit or order. The report recorded 4,706 referrals from the top ten linked business websites, indicating that menu and allergen information can influence whether a customer chooses a venue in the first place.

The report’s central message is that clear digital allergen information supports customer confidence, reduces reliance on verbal staff explanations, lowers operational risk and can help businesses win and retain customers. Allergy-aware diners expect the same speed and clarity for allergen information as they do for menus, prices and opening times.

Searches were relatively stable across the year, with no major seasonal change in consumer demand. The average venue received 202 searches annually, although this varies by venue type and size.

Overall conclusion

The report establishes a baseline showing that allergy and dietary filtering is a regular, practical part of hospitality decision-making. Food businesses that provide accurate, easily accessible and multi-allergen information are better placed to meet customer expectations, reduce avoidable risk and make their menus more inclusive.

Written on 2026-02-05 by Juliet Moran

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