One in four Americans avoid products that contain the top nine food allergens, suggesting an untapped potential market, according to research from Food Allergy Research and Education (FARE), an advocacy group for allergy sufferers.

FARE’s research indicates that 32 million Americans are at risk from life-threatening reactions to food allergens. As a result, 85 million Americans avoid buying foods or beverages with the nine most common allergens (eggs, dairy, peanuts, tree nuts, fish, shellfish, soy, wheat and sesame).

Those consumers have to pay 5% more per month for food than consumers who don’t have to avoid allergens, according to the FARE report. This poses a significant hardship for lower-income consumers, many of whom can’t find in food banks or other charity the allergen-free food they or their family members need.

“Our research confirms the food allergy community is vast – extending beyond an individual to entire households, and they face unique and costly challenges as they take steps to protect the health and safety of their families,” Lisa Gable, CEO of FARE, said in a statement. “For all 85 million Americans this can be expensive, but especially for lower-income families with food allergies, allergen avoidance can be prohibitive and crippling.”

In addition, 71% of respondents to a FARE survey said they spend an average of three to five minutes reading the labels of every single food item they purchase. FARE calls for a universal label symbol to denote the presence of allergens in food.

FARE’s research was done in conjunction with McKinsey & Co., the Global Strategy Group, the Northwestern University Feinberg School of Medicine, and Ann & Robert H. Lurie Childrens Hospital of Chicago.