Despite progress, hospitality sector must do more for gluten-free diners, report reveals

A new report from Coeliac UK has revealed a significant boost in confidence among gluten-free diners when eating out, yet it also highlights the urgent need for the hospitality sector to enhance its gluten-free offerings. With the right approach, food professionals can unlock a lucrative and growing market while ensuring the safety and satisfaction of their customers.

According to the charity’s ‘Eating Out Gluten Free’ report, 67 percent of respondents reported a better dining experience over the past five years. However, the risk of accidental gluten consumption—referred to as being ‘glutened’—remains a pressing concern. This presents an opportunity for hospitality businesses to establish themselves as trusted destinations by adopting industry-leading gluten-free standards.

The business case for going gluten-free

A gluten free diet is a medical necessity for people with coeliac disease. When someone with coeliac disease eats gluten, a protein found in wheat, barley and rye, their body attacks its own tissues. The effects vary from person to person — two thirds of people experience stomach pain, two thirds diarrhoea and one third vomiting, while others may experience non-gut related symptoms such as fatigue, aching and brain fog.

With around 676,000 people in the UK diagnosed with coeliac disease and 8 percent of total diners aged 16-64 following a gluten-free diet, this demographic contributes approximately £3.3 billion to the £40.8 billion spent on food and non-alcoholic drinks annually. Moreover, 70 percent of gluten-free diners eat out with two or more people, amplifying the financial incentive for venues to cater to this audience.

To tap into this market, the Coeliac UK Gluten Free Accreditation (GFA) scheme offers a robust framework for hospitality providers to guarantee safe gluten-free dining. Establishments that earn GFA status undergo training, auditing and ongoing compliance checks, ensuring that gluten-free meals meet safety standards of no more than 20 mg/kg gluten (20 parts per million).

Hilary Croft, CEO of Coeliac UK, highlights the benefits of accreditation: “We are proud to offer the Gluten Free Accreditation scheme, giving peace of mind to both diners and the trade. It is vital that gluten-free requirements are met by venues as this diet is the only treatment for those with coeliac disease. Over 3,000 venues enjoy the benefits of the Gluten Free Accreditation scheme, and we hope to see more sign up to promote their gluten-free credentials to this segment of 2.9 million diners.”

The cost of getting it wrong

While there has been significant progress, 87 percent of respondents still face difficulties accessing gluten-free options.

Travel hubs, including train stations, airports and service stations, remain particularly problematic, with nearly 40 percent of gluten-free diners avoiding purchasing food on the go due to lack of availability. As a result, many resort to carrying their own meals rather than risking accidental exposure.

Cross-contamination also remains a significant challenge. The report found that 77 percent of gluten-free diners have either unknowingly consumed gluten or narrowly avoided doing so due to errors in food preparation. This underscores the need for improved staff training and strict kitchen protocols, both of which are central to GFA accreditation.

Consumer expectations

Beyond safety, consumer expectations are shaping the future of gluten-free dining. Diners prefer a variety of gluten-free options, clear menu labelling and separate gluten-free menus. In fact, 75 percent of gluten-free diners favour venues that offer a dedicated gluten-free menu, while 90 percent prefer printed allergen information over digital formats.

Croft added, “Whilst experiences of eating out gluten free have vastly improved for many, there is still work to be done. We want every venue to sign up to the Gluten Free Accreditation scheme — especially as it benefits everyone involved. Staff will be better trained, and potential gluten-free customers and their dining parties will be encouraged to visit an accredited venue, increasing spend, traffic and loyalty.”