Let's face it, it's expensive! But if you're looking for gluten free or lactose free or egg free or dairy free substitutes in your diet this is the place and there's a lot of variety. But you do pay a premium. Certain packaged stuff like lactose free milk, gluten free crackers, and certain brands of tea are available at a cheaper price at safeway next door. So i only shop for items that i absolutely can't find elsewhere. But that being said for what i do buy here I'm very happy and thankful like the quinoa bread and gluten free pie shells that actually taste good and have a good texture. For gluten free cakes and pies and for a few other products.