Consumers’ views on gluten-free products market around the Mediterranean basin: A qualitative analysis

Abstract

Gluten-free products (GFPs) market assessment largely derives from retail market research or by applying quantitative methodology to populations living with coeliac disease. Data come only from individual countries, lacking a broader geographical perspective, an environmental factor affecting consumer behavior. Thus, the present study aimed to identify perceived challenges faced by GFPs consumers who live around the Mediterranean basin. People who buy GFPs, living in Cyprus, France, Greece, Italy, Lebanon, Spain, and Turkey, were invited to participate in an on-line survey (led by Harper Adams University, UK) about their purchasing experiences, and were asked to freely comment on the GFPs market, in an optional open-ended question. The texts were analysed following a general inductive approach. In total, 1450 individuals provided input, being in the majority female, between 45–64 years-old, and diagnosed with coeliac disease. Comments were grouped in four broad thematic areas: availability, cost, packaging, and quality. The vast majority of statements were of negative nature, though quite few referred to comparative improvements of the market over time. Views per theme were rather similar, but inter-country differences in prioritising the issues were detected. Availability received the most criticism, in terms of stock and products variety, followed by either cost or quality. Consumers felt GFPs are not value-for-money, considering their organoleptic or nutritional quality. Labelling issues, though raised to a lesser degree, were featured as especially burdensome. People purchasing GFPs in the region of Mediterranean perceive still facing related difficulties, largely mutual, showing to potential implications for improving GFPs market.