I think it is a combination of things, including increased incidence. However, I think that some of it is increased awareness. In the past there was also much less known about the progression of allergic reactions - that someone could go from just hives to anaphylaxis on the next contact - and so there was less worry about that. Now, most are treated as if they could become anaphylactic at any time. Also, epi-pens were not around until 1980 or later, so even if it was suspected someone could be anaphylactic, they wouldn't have anything special but to avoid the allergen. The better testing we have now, RAST for example, can identify someone who has never had a reaction. In the past they may have gone years without knowing if they didn't have a severe reaction, where now they are told to avoid it all. This is all speculation on my part, but I can see how many of these could push allergies from undiagnosed/unknown to known.
And, of course, the internet makes the world seem smaller.
Mama to three boys ('03, '05, '07)