Availability and cost of gluten-free products in Moroccan supermarkets and e-commerce platforms Morad Guennouni Laboratory of Health Sciences and Technologies, Higher Institute of Health Sciences of Settat, Hassan First University, Settat, Morocco and FST de Settat, Hassan First University, Settat, Morocco Noureddine El Khoudri Higher Institute of Health Sciences of Settat, Hassan First University, Settat, Morocco Aicha Bourrouhouate Diet and Pediatry Unit, FMPM, Cadi Ayyad University, Marrakech, Morocco, and Abderraouf Hilali Higher Institute of Health Sciences of Settat, Hassan First University, Settat, Morocco Abstract Purpose – The prevalence of celiac disease is increasing alarmingly. The only and effective treatment for this disease is a strict gluten-free diet Efforts have been made by industrialists to produce gluten-free products (GFPs); however, their low availability and high cost, compared to gluten-containing products (GCPs) still remain among the factors that cause gluten-free adherence failure. The objective of this survey is to compare the availability and cost of GFPs in supermarkets in two Moroccan cities, Marrakech and Casablanca, and on e-commerce platforms and see how they compare to GCPs. Design/methodology/approach – This is a cross-sectional study that targets supermarkets and e-commerce websites that sell GFPs food and their GCPs equivalents. The price of each product is recorded per 100 g. Findings – The study surveys 271 GFPs and their 579 GCPs equivalents that were subsequently divided into six categories. The “GF Cookie and Cakes” category came on top of the list of products. GFPs were more available on e-commerce websites than at supermarkets in two Moroccan cities (p 5 0.003). The GFPs are 364% (115–1309%) more expensive than their GCPs counterparts. Also, the authors recorded a significant price difference between GFPs sold in supermarkets and those sold on online. Originality/value – This study reveals that labeled GFPs are less available and more expensive than their equivalents GCPs in Morocco. This affects GF diet adherence and quality of life of celiac patients. The patients who use GFPs need financial compensation from the national government. Keywords Coeliac disease, Availability, Cost, Gluten-free diet, Gluten-free product Paper type Research paper Availability and cost of gluten-free products Many thanks to the supermarket managers who gave the authors their agreement to access the data collection. Financial support: This research received no specific grant from any funding agency, commercial or nonprofit sectors. Ethical considerations: This study focuses on gluten-free foods and counterpart products. Sampling did not include celiac patients, so the notion of ethical consideration is absent. Conflict of interest: None. The lead author affirms that this manuscript is an honest, accurate and transparent account of the study being reported. The lead author affirms that no important aspects of the study have been omitted and that any discrepancies from the study as planned have been explained. The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/0007-070X.htm Received 10 June 2019 Revised 14 October 2019 Accepted 30 October 2020 British Food Journal © Emerald Publishing Limited 0007-070X DOI 10.1108/BFJ-06-2019-0411