In New Zealand’s food retail sector, gluten-free food products are increasing in popularity. This is unsurprising, as the diets of approximately 100,000 consumers are affected by coeliac disease. This number includes around 30,000 teenagers and children under the age of 18.
Coeliac disease is a permanent condition in which the intestines react to dietary gluten, resulting in damage and inflammation. As there is currently no cure or medication available, the only option for affected individuals is to make lifestyle and dietary changes.
For New Zealand consumers, social media platforms such as TikTok, Facebook, and Reddit are becoming increasingly important for seeking advice, sharing experiences, and exchanging product and brand recommendations with others facing the same condition.
Researchers at Lincoln University conducted a study to better understand the concerns of consumers who require a gluten-free diet. They examined online community discourse on Reddit, using the social science research tool Communalytic to perform a topic analysis. The analysis focused specifically on the “glutenfree” subreddit and used search terms such as “gluten free” and “gluten free and taste.”
A word cloud illustrating the 50 most frequently used words across a dataset of 5,358 records revealed key topics of discussion. These included products such as bread, pizza, pasta, and snacks; pricing of gluten-free food in retail and dining establishments; and the importance of product quality and value for money.
Figure: Word Cloud depicting Reddit dialogue on gluten-free food
Other discussions on Reddit covered food labelling and incidents where individuals experienced the consequences of cross-contamination. Some users shared stories of intentional harm, where those requiring a gluten-free diet were given gluten-containing foods by people who did not believe their dietary needs were legitimate, instead dismissing them as attention-seeking behaviour.
Reddit users also discussed the high cost of gluten-free products, particularly in the context of not adhering to a gluten-free diet due to financial constraints. Many viewed the elevated price points as an injustice within the food system, making gluten-free products inaccessible to low-income individuals and families.
On a more positive note, users frequently shared practical advice, including gluten-free recipes and information about product and brand availability in specific regions or retail chains. The online discussions included a diverse group of participants—those who require a gluten-free diet for medical reasons, individuals adopting the diet for lifestyle purposes, and caregivers managing dietary needs for others. Occasional discussions also touch on cheese, milk, and other dairy products, as many individuals affected by coeliac disease are unable to consume dairy or choose to follow vegan diets.
Overall, the tone of discussions among Reddit users talking about gluten-free food can be described as civil and respectful, adhering to established norms of netiquette. This is supported by a civility and prosocial analysis, Reddit users generally avoid threats, identity attacks, and severe toxicity. Instances of insults, profanity, or toxic language are rare and occur only occasionally.
Consumers share personal stories, express respect, and demonstrate strong affinity, whether they're discussing products, brands, and recipes or sharing successes in their health journeys. The findings of this work demonstrate the importance of social media platforms in empowering consumers with celiac disease to share advice, exchange experiences, and build community. Despite challenges related to soaring food prices, dietary complexity, and social misunderstandings, consumers are creating supportive, understanding, and compassionate online environments, highlighting the power of online communities to shape an inclusive and friendly gluten-free food discourse.
At the same time, this work serves as a call to action for greater awareness around food production, labelling, food education, and food justice, particularly given the unaffordability of many products. Food producers, retailers, healthcare professionals, and NGOs alike must listen attentively to consumer voices. Only through joint efforts can gluten-free diets become truly accessible and safe
Article provided by Dr. Meike Rombach (Dr. agr., MSc.; BSc.; Dipl.Ing., PG-Cert-Edu)
For more information, contact:
Pūkenga Matua- Senior Lecturer in Horticultural Marketing
Department: Land Management and Systems
Faculty: Agribusiness and Commerce
Ross Building Room 120
PO Box 85084, Lincoln University
Lincoln 7647, Christchurch, New Zealand
