Gluten-free basics ‘now a luxury’ as price of a small branded loaf nears £4

Gluten-free staples like bread are becoming a luxury, with a small loaf now costing nearly £4, creating significant financial strain for those who require the diet for medical reasons [1]. While a standard 800g loaf of white bread costs less than £1, a smaller 550g gluten-free equivalent is typically about £1.90, and branded products are far pricier [1]. A 480g Promise gluten-free loaf is now £3.90 in major supermarkets [1]. Adele Peters, who runs Coeliac Sanctuary, says a decent gluten-free loaf regularly costs about £4 and fears the food is 'becoming a luxury rather than an essential medical diet' [1]. The price pressure is compounded by product size; gluten-free loaves and cereal boxes contain less product, meaning people pay more for less food [1]. A weekly gluten-free shop can cost up to 35% more than a standard shop, with eight in 10 people struggling to afford staples [1]. The financial strain is evident in the grocery sector, where some chains, like Buehler's Fresh Foods, emphasize sourcing from local producers to manage costs and supply [3]. Other supermarket brands operate in competitive urban markets where pricing and product range are constant challenges [4]. Nicole Marvin, a consumer, reported her local Aldi ended a trial of its free-from section, removing an affordable source of gluten-free flour she used to make her own bread [1]. Industry representatives note that stringent segregation, testing, and safety protocols for gluten-free production inherently add cost, making price parity with standard products difficult [1]. Market research indicates affordability is a key barrier, with gluten-free diet adherence much lower among those for whom money is tight [1].