Consumer satisfaction drivers in the Portuguese gluten-free food market: the role of product quality, service quality and assortment variety

Purpose The gluten-free food market has grown significantly, driven by health-related needs and lifestyle choices. This study examines how product quality, service quality and assortment variety are associated with consumer satisfaction in the Portuguese gluten-free food market. Design/methodology/approach A quantitative survey was conducted with 444 Portuguese consumers of gluten-free products. Data were analysed using reliability tests, correlation analysis and multiple linear regression models. Findings The results show that product quality has the strongest association with consumer satisfaction, followed by service quality and product variety. Safety and taste emerge as the most valued product attributes. Consumers report dissatisfaction with the limited availability of key product categories such as bread, pastry and ready-to-eat meals. Research limitations/implications The results should be interpreted with caution given the perceptual nature of the measures and the potential for construct overlap. Practical implications The findings provide actionable guidance for food producers, retailers and foodservice operators regarding portfolio management, quality control and service design in the gluten-free sector. Originality/value This study provides context-specific empirical evidence on consumer satisfaction in a specialised food market within a less studied Southern European context.