More US residents are trying to avoid consuming gluten, the protein responsible for the condition known as celiac disease, than are dieting, according to recently released research conducted by market information firm NPD Group.
Furthermore, in January 2013, approximately one-third of all American adults said they are attempting to reduce or eliminate the substance in their diets. According to The NPD Group’s latest report, that’s the highest percentage since the group began asking American consumers about gluten consumption four years ago.
So, it’s getting to be mainstream. You can count on snake-oil salesmen to show up with all kinds of “gluten-free” products that are NOT.