PurposeThe 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/approachThis 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.FindingsThe 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 = 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/valueThis 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.