How we decide what’s worth paying for: price, value, and Gluten-Free cookies

     

     Choosing what to eat is no longer just a habit - it is a conscious act. In the store, we often look for familiar labels: “gluten-free,” “vegan,” “bio,” “eco-friendly”... Until our eyes land on the price. Why does one cookie cost $3 while another is $9? Is it really that different?

    What is behind the price? Price is not just a number - it is a message. It tells your story as a brand and what you promise to the customer. A pack of gluten-free cookies made with almond flour, chia seeds, and coconut sugar says: “I am care for your body. I am a safe choice for your child with allergies. I am a contribution to a cleaner planet.” That is why a fair, well-explained price can feel completely justified. At a farmer’s market, I once saw a tiny pack of cookies priced at $9. I raised an eyebrow. The vendor smiled and said: “This is not just a cookie. It is confidence that your child will not have an allergic reaction. It is your daily energy.” And that explanation changed everything.

What we see as a fair price? We do not judge price in isolation - we judge what we get in return. For example:

- A conventional snack bar costs $1.50.
- A gluten-free bar with organic ingredients costs $3.00.
If your child is allergic to gluten, that $3 bar is not a luxury - it is the only safe option. That makes its value far higher.

How brands shape price perception? Good brands do not just assign a price - they explain it. They show what is behind the price:

• Safe ingredients
•  Eco-friendly packaging
•  Local production
•  Fair wages
•    Personal care

      Sometimes the price is expressed emotionally. Sometimes through design. Sometimes through a clear statement: “No gluten, sugar, or additives.”

    A shelf example
There’s gluten-free bread for $4 and another for $8. The first one is made from cornstarch and additives. The second is from whole grains, preservative-free, and baked locally. When you buy the second one, you vote for quality, honesty, and craftsmanship.

      Ecology has a price too?
When you see labels like “compostable,” “plant-based,” “fair trade,” “not tested on animals,” -know that these choices require effort. They demand investment in manufacturing, logistics, and certifications. Yes, it is more expensive. But it is how we change the industry - from packaging to plantations.

      Why It all matters?
Understanding how pricing works is not just about money. It is about respecting your choices. It lets you pick that $7 jar without guilt - because you know you are not just buying food. You are supporting, caring, and making an impact. 

    And for those creating their own products: do not be afraid to set your price. Just show clearly why it is worth it. People feel it when the price tells the truth.