Food-related restrictions have long been a central topic in international marketing, particularly in connection with religion. Dietary rules such as halal and kosher requirements or religious bans on pork or beef illustrate how cultural and religious norms shape product offerings, market entry strategies and marketing communication. These restrictions have been widely discussed in academic research and business practice. By contrast, medically required dietary restrictions have received considerably less attention despite their global relevance. One prominent example is gluten-free consumption due to celiac disease. Unlike lifestyle-driven food trends, celiac disease is a chronic autoimmune condition in which even minimal exposure to gluten can cause serious health damage. Although the condition affects around one percent of the global population, the availability, regulation and safety of gluten-free products vary significantly across countries. This blog post argues that medically and religiously driven dietary restrictions share important similarities from a segmentation and market adaptation perspective and should be treated as comparable challenges in international marketing.

From an international marketing standpoint, food-related restrictions represent a highly relevant yet often underestimated segmentation variable. Religious dietary rules create clearly defined consumer groups whose consumption behaviour is non-negotiable and deeply embedded in cultural identity. Similarly, gluten-free consumption for medical reasons is not a matter of preference but necessity. Gluten is a protein found in wheat, barley, rye and triticale that gives many grain-based products their characteristic texture. While harmless for most consumers, gluten poses serious health risks for individuals with celiac disease, gluten allergy or non-celiac gluten sensitivity. Celiac disease is a chronic autoimmune disorder in which gluten ingestion damages the lining of the small intestine and impairs nutrient absorption (Arnaudov & Naumov, 2022). For affected individuals, a strict gluten-free diet is essential as even very small amounts of gluten can cause long-term health consequences (Rashid & Khan, 2011). Importantly, celiac disease is a medically diagnosed condition with a global prevalence of approximately one percent although rates vary across regions (Singh et al., 2018). From a marketing perspective, this frames gluten-free consumption as a non-negotiable requirement rather than a discretionary lifestyle choice.

Regulatory frameworks further complicate the international marketing of gluten-free products. At the international level, the Codex Alimentarius defines gluten-free food as containing less than 20 milligrams of gluten per kilogram, a standard adopted by the European Union and the United States (Codex Alimentarius Commission, 2008). However, significant deviations exist. Australia and New Zealand apply a zero-tolerance approach, while Japan lacks a comprehensive legal definition and relies on very low internal thresholds for certain products (SGS Digicomply, 2025). These differences fragment international markets and limit the transferability of standardised product claims. Firms must therefore adapt product formulation, labelling and communication strategies to local regulatory requirements. Voluntary certification schemes such as the Crossed Grain Trademark further influence consumer trust by signalling strict production controls and testing procedures (Österreichische Arbeitsgemeinschaft Zöliakie, 2025).

The strategic implications of these differences are particularly visible in the practices of global fast-food chains. McDonald’s offers gluten-free options in at least eleven countries, yet the nature of these offerings varies widely (Excell, 2019). In Switzerland and Italy, gluten-free buns are individually packaged and prepared using dedicated processes to minimise contamination risks (McDonald’s Schweiz, 2019). In contrast, outlets in the United Kingdom often provide burgers without buns rather than fully gluten-free bread options. Austria illustrates how operational execution can undermine consumer trust, as early evaluations of gluten-free burgers highlighted significant cross-contamination risks despite the formal availability of gluten-free buns (Zechmann-Khreis, 2015).

Other restaurant chains have adopted more cautious approaches. Vapiano discontinued gluten-free pasta and introduced a gluten-free pinsa baked in separate aluminium trays to reduce contamination risks (VAPIANO, 2025). Five Guys Germany avoids gluten-free buns altogether and offers alternatives such as lettuce wraps or bowls (Five Guys Deutschland, 2025). In some cases, firms have withdrawn gluten-free labelling entirely. Pommes Freunde (a German fast-food franchise), for instance, cited unavoidable cross-contamination due to shared frying systems as the reason for discontinuing gluten-free claims (Pommes Freunde Franchise GmbH, 2025). These examples demonstrate that credible adaptation requires more than symbolic menu changes and demands operational alignment and transparent communication of residual risks.

Beyond regulation and corporate strategy, national food cultures further shape market accessibility for gluten-free consumers. Germany, with its strong bread culture, is often perceived as challenging for gluten-free consumption in out-of-home settings (Ettenberg, 2025). By contrast, many Middle Eastern dishes are naturally gluten-free and require less adaptation (Gluten Intolerance Group, 2021). Traditional use of alternative flours such as buckwheat, teff or millet can further facilitate gluten-free offerings (Monaco, 2024). Japan presents a contrasting case where rice-based cuisine suggests accessibility yet the widespread use of wheat-containing soy sauce introduces hidden risks (Gordon, 2025).

What becomes clear through this discussion is that international marketing is not only about identifying attractive markets but about recognising where compromise is not an option. For consumers who follow religious dietary rules or depend on a gluten-free diet for medical reasons food choices are tied to trust safety and identity. These consumers cross national borders yet their needs are shaped by local regulation food cultures and operational realities. As Steenkamp and Hofstede (2002) argue segmentation creates strategic value only when firms move beyond country-based thinking and focus on actionable segments grounded in real behavioural constraints. Religious and medically required dietary restrictions meet these criteria and demonstrate that some of the most important insights in international marketing emerge where adaptation is not optional but essential.

References

Arnaudov, K., & Naumov, K. (2022). Offering gluten-free meals on restaurant menus. Horizons, 31, 377–386. https://doi.org/10.20544/HORIZONS.A.31.2.22.P29

Codex Alimentarius Commission. (2008). Standard for foods for special dietary use for persons intolerant to gluten (CXS 118-1979).

Ettenberg, J. (2025, October 15). A celiac’s gluten free guide to Germany. Legal Nomads.
https://www.legalnomads.com/gluten-free/germany/

Excell, B. (2019). 11 countries where gluten free McDonald’s actually exists. Becky Excell | Gluten Free Food Blog. https://glutenfreecuppatea.co.uk/2019/04/17/gluten-free-mcdonalds-uk-europe/  

Five Guys Deutschland. (2025). FAQs. https://fiveguys.de/faq/

Gluten Intolerance Group. (2021). Exploring gluten-free dishes in Middle Eastern cuisine.
https://gluten.org/2021/11/18/exploring-gluten-free-dishes-in-middle-eastern-cuisine/

Gordon, J. (2025). Your gluten-free guide to Japan. InsideJapan Tours.
https://www.insidejapantours.com/blog/2025/03/20/gluten-free-guide-to-japan/

McDonald’s Schweiz. (2019). Drei Burger mit glutenfreiem Brot bei McDonald’s. https://www.mcdonalds.com/ch/de-ch/newsroom/article/glutenfreies_brot.html

Monaco, E. (2024). Who needs wheat? 5 gluten free flours used around the world. Organic Authority. https://www.organicauthority.com/buzz-news/not-just-wheat-5-international-gluten-free-alternatives

Österreichische Arbeitsgemeinschaft Zöliakie. (2025). Glutenfrei-Symbol; Das Symbol. https://www.zoeliakie.or.at/glutenfrei-symbol/das-symbol

Pommes Freunde Franchise GmbH. (2025). Glutenhaltigkeit FAQ.
https://pommesfreunde.de/faq-glutenhaltigkeit

Rashid, M., & Khan, A. G. (2011). Gluten-free diet: Definition and applications. Journal of Ayub Medical College, 23(1). https://jamc.ayubmed.edu.pk/index.php/jamc/article/view/2569

SGS Digicomply. (2025). Global gluten-free standards compared: EU, US, and APAC market regulations. https://www.digicomply.com/blog/global-gluten-free-standards-compared-eu-us-and-apac-market-regulations

Singh, P., Arora, A., Strand, T. A., Leffler, D. A., Catassi, C., Green, P. H., Kelly, C. P., Ahuja, V., & Makharia, G. K. (2018). Global prevalence of celiac disease: Systematic review and meta-analysis. Clinical Gastroenterology and Hepatology, 16(6), 823–836.

Steenkamp, J.E.M. and F.T. Hofstede ‘International marketing segmentation: issues and perspectives’, International Journal of Research in Marketing 19(3) 2002, pp.185–213.

VAPIANO. (2025). FAQ – Häufige Fragen & Antworten. https://www.vapiano.de/de/faq

Zechmann-Khreis, M. (2015). Gluten-free burgers at McDonald’s Austria. nmi-Portal.
https://www.nahrungsmittel-intoleranz.com/glutenfreie-burger-bei-mcdonalds-oesterreich/