The aim of this work was to investigate coeliac consumers' expected acceptability and trust in commercial bread packages showing different brands and gluten-free claims in relation to their gaze fixations when observing the package. For that, ten commercial gluten-free breads were used (varying in the brand and presence of certification logo). Eighty-six coeliac consumers or relatives rated expected acceptability and trust of each bread, and eye-tracking was used to register the number of fixations on different elements of packages. Brand affected expected acceptability, being higher for breads from specific gluten-free brands. Trust conferred was high for all breads. Certification logo did not affect trust of consumers, but conditioned their fixations: when logo was not present, they looked more at the ingredients or nutritional facts. Both factors (brand and certification logo) showed to affect coeliac consumers’ response to gluten-free food, such as expected acceptability, trust and how they looked at the different package elements.

Authors are grateful to the Spanish Ministry of the Economy and Competitiveness for financial support (project AGL-2016-75403-R) and the Generalitat Valenciana (Project Prometeo 2017/1 89). Author L.L. thanks the Ramon y Cajal program for her contract (RYC2019-027350-I). Author E.C. thanks the PTA program for her contract (PTA2018-015337-I).

Peer reviewed