Gluten-free versions of everyday staples such as bread and biscuits are increasingly becoming a luxury, with shoppers reporting that a small branded loaf now costs nearly £4. Consumers have always paid a premium for these specialist foods, but recent price increases are causing particular concern for those who require a gluten-free diet for medical reasons.
Price Comparison Highlights Disparity
While a standard 800g loaf of supermarket white bread can still be purchased for less than £1, a smaller 550g gluten-free equivalent typically costs about £1.90. Branded products are even more expensive: a 480g Promise gluten-free loaf is now £3.90 in many shops. Alison Peters, who runs the website Coeliac Sanctuary, said: “A decent gluten-free loaf now regularly costs about £4. Promise bread is now £3.90 in Tesco and Sainsbury’s. Even the supermarket own-brand gluten-free bread is often about £2 a loaf.”
Before the recent geopolitical tensions, UK food price increases were slowing after a surge following Russia’s invasion of Ukraine in 2022. The cost of food and drink rose by about 3% in the year to April, but economic disruption could push this figure to nearly 10% by the end of the year.
Impact on Families and Individuals
Peters, who has coeliac disease herself, fears that gluten-free food is “becoming a luxury rather than an essential medical diet for managing a lifelong autoimmune disease.” She noted that families with multiple coeliac members, common due to genetics, face rapidly accumulating costs. “A family could easily go through several loaves of bread a week alone,” she added.
According to Trolley.co.uk, a UK grocery price comparison service, a loaf of gluten-free bread now costs an average of £3.12, which is 17p (nearly 6%) more than in May 2025. For gluten-free flour, the increase exceeds 10%, or 36p, bringing the average price to £3.80. Some individual brands have seen even larger hikes.
Peters highlighted that gluten-free products are often smaller in size. “A gluten-free loaf is considerably smaller, while cereal boxes contain less product, meaning people are paying significantly more for less food.” For instance, a 300g pack of supermarket brand gluten-free cornflakes costs about £1.80, while regular versions can cost half that for 500g. Even a pack of custard cream biscuits is pricier: “It’s £1.60 for a pack of eight, powdery, ‘free-from’ ones versus 65p for a regular pack of 30.”
Supermarket Changes Add to Struggles
Nicole Marvin from Dudley in the West Midlands contacted Guardian Money after the free-from section disappeared from her local Aldi. “I had access to gluten-free bread, pasta, biscuits and snacks – all the basics. I’ve noticed a significant increase in the price of gluten-free food. Bread is about £3.50 for small slices and the size of a half loaf. Biscuits, too. An eight-pack of shortbread is £3.45.” Her store was part of a year-long trial in 300 stores that has now ended.
Marvin expressed frustration: “I’m finding it difficult because I can no longer buy gluten-free flour from Aldi to make my own bread, which saved me money. It’s frustrating that people like me are being restricted in where we can get food. I am feeling disheartened because supermarkets like Aldi are accessible and now that option is gone.”
Research by Coeliac UK found that a weekly gluten-free food shop can cost up to 35% more than a standard shop. Eight in 10 people report struggling to afford gluten-free staples, while three in 10 knowingly consume foods labelled “may contain gluten” to save costs. The charity is also concerned about the withdrawal of adult prescriptions for gluten-free bread and flour in England, which puts additional strain on household budgets.
Industry Challenges and Consumer Behavior
Jason Bull, of the West Yorkshire-based ingredients firm Eurostar Commodities, said it is becoming increasingly difficult to source gluten-free ingredients. Segregating ingredients and production lines is expensive and time-consuming, and retailers are requesting stricter testing regimes. “This is a good thing but ultimately adds cost. Gluten-free is more expensive, and this displeases consumers, but with the food safety element, it is difficult to bring prices down to parity.”
Kiti Soininen, head of UK food and drink research at Mintel, noted that about 14% of financially comfortable consumers follow a gluten-free diet, but this falls to 8% among those with tighter budgets. “Affordability plays a crucial role.” She added that nearly six in 10 consumers (59%) said rising supermarket prices were affecting them, leading more shoppers to reconsider pricier specialist products. Gluten-free products now account for a smaller share of new food launches, falling from 19% in 2019 to 12% in 2025.
Retailer Responses
Aldi stated that although the trial has ended, shoppers can still find products suited to their needs. “We continue to engage with the Food Standards Agency and key allergy charities to ensure that we’re supportive of speciality diets wherever we can.”
Tesco, which stocks the largest dedicated free-from range among major supermarkets, said it has maintained the same number of products in recent years and is removing allergens from core lines where possible. “We are committed to keeping the cost of the weekly food shop affordable for our customers. Through our combination of Everyday Low Prices and Clubcard Prices we are delivering great value for shoppers on Free From products at Tesco.”
A spokesperson for Doves Farm Foods said: “We work hard to keep our gluten-free flour as affordable as possible, as we know many people rely on these products every day. While retailers set their own shelf prices, Freee gluten-free flour remains widely available at between £1.84 and £1.95 in most major supermarkets.”
