Individuals with celiac disease, a hereditary autoimmune condition that affects about 3 million Americans, or roughly 1 percent of the population, must avoid gluten. Those with extremely rare wheat allergies must also remove gluten from their diet. In addition, those with gluten sensitivity, a condition that affects 6 percent of the population (18 million individuals), should also avoid gluten.
That doesn't explain why an estimated 30 percent of shoppers are choosing "gluten-free" options, and 41 percent of U.S. adults believe "gluten-free" foods are beneficial for everyone, especially when many of those foods are often
lower in nutrients and higher in sugars, sodium and fat than their gluten-free counterparts. And much of the growth in the category is coming from cookies, crackers, snack bars and chips.