Coeliac disease and gluten sensitivity are significant health concerns in New Zealand and Europe. In New Zealand, around 1 in 70 people have coeliac disease, though many remain undiagnosed. Europe has seen similar rates, with up to 1% of the population affected in some countries. The growing demand for gluten-free products reflects the importance of addressing these conditions in public health and food industries.

Two recent studies in New Zealand and Europe are addressing the challenges of consumers requiring gluten-free diets. Researchers from 13 countries, including three from Lincoln University, have teamed up with Coeliac Associations to investigate gluten-free purchasing behaviour, buying challenges, and coping strategies for those with gluten-free requirements, including the caregivers of those following gluten-free diets.

Buying gluten-free food presents challenges to New Zealand and European consumers in both quality and product variety. Gluten-free options are often more expensive, with limited availability in some regions. Many gluten-free products, such as bread, can have unusual and often less appealing texture or taste profiles compared to their gluten-containing counterparts. While the past decade has seen increased availability and quality of gluten-free products, consumer studies report that affordability remains to be a major barrier to adherence to diet, particularly for those with low incomes. Additionally, the assortment of gluten-free products remains limited, especially in smaller stores, making restricting the food choices for many. While larger supermarkets have expanded their gluten-free sections, the quality and consistency of these products still vary, leaving New Zealand and European consumers to navigate inconsistent offerings for a balanced diet.

New Zealand and European consumers requiring a gluten-free diet often develop coping strategies to manage the challenges of limited product variety, higher costs, and quality issues. Consumers often buy gluten-free staples in bulk or order specialized products online, where they can find a wider selection. Many seek out health food stores or gluten-free speciality shops that offer better-quality products. When gluten-free ingredients are available and affordable, many also make their own versions of products that are not on supermarket shelves. Gluten-free consumers often connect with support groups or online communities for advice on the best products, recipes, and store recommendations, creating a network of shared resources and tips for managing their diet.

For many coeliac-diagnosed consumers in New Zealand and Europe, or those with gluten sensitivity, caregivers play an important part in adherence to diet, ensuring safe, gluten-free meals with careful planning, preparation, and avoiding cross-contamination. Caregivers also educate themselves about coeliac disease and gluten sensitivity, advocating for the individual in various social settings, and ensuring gluten-free options are available. Emotional support is key, as living with dietary restrictions can be challenging. Their role is essential for helping individuals with coeliac disease maintain a healthy lifestyle.

To effectively target consumers of gluten-sensitive and coeliac-diagnosed or their caregivers, ideally, food producers could broaden their gluten-free offerings. This may not require the development of new varieties, as a judicious review of the ingredients of existing products may reveal situations where small substitutions in sweeteners, thickening agents or fillers could result in gluten-free claims for many mainstream products. Marketers can help by emphasizing health and safety by clearly showcasing certified gluten-free products. Highlighting quality and taste is also essential, as many perceive gluten-free items to be inferior. Closely following customer reviews and testing new recipes can help. Providing educational content about gluten sensitivity and coeliac disease through blogs and social media could help build trust and loyalty. Marketers should cater to caregivers by promoting convenient, easy-to-prepare meals and bulk buying options. Collaborating with coeliac organizations and engaging in gluten-free communities can enhance credibility, while also promoting the availability and accessibility of gluten-free products to consumers.

The article was provided by Dr Meike Rombach, Dr Wim de Koning, Associate Professor David Dean from Lincoln University - Te Whare Wānaka o Aoraki

For more information contact:

Dr. Meike Rombach (Dr. agr., MSc.; BSc.; Dipl.Ing., PG-Cert-Edu)

Pūkenga Matua- Senior Lecturer in Horticultural Marketing

Pouakorangi- Program director: DipHortBus, BComm( Hort)

Department: Land Management and Systems

Faculty: Agribusiness and Commerce

Orchard Hall 005

PO Box 85084, Lincoln University

Lincoln 7647, Christchurch, New Zealand

+64 34230271

meike.rombach@lincoln.ac.nz