UK households are increasingly burdened by the rising cost of gluten-free bread, with prices for small branded loaves approaching £4. Alison Peters, who operates Coeliac Sanctuary, expressed concern that gluten-free options are becoming a luxury item rather than essential for individuals with coeliac disease. The price of a 480g Promise gluten-free loaf is now £3.90 at major retailers like Tesco and Sainsbury’s, while even supermarket own-brand gluten-free bread is around £2. Peters noted that families with multiple members requiring gluten-free diets face escalating costs, as they may consume several loaves weekly. Additionally, gluten-free products tend to be smaller in size, leading to consumers paying more for less. Market research from Mintel indicates that 59% of consumers report that rising supermarket prices are influencing their purchasing decisions, resulting in a decline in the availability of gluten-free products on shelves, which have dropped from 19% of new food launches in 2019 to 12% in 2025. Doves Farm Foods, a gluten-free product manufacturer, emphasized their efforts to keep prices as low as possible, with their gluten-free flour priced between £1.84 and £1.95 in major supermarkets.