Celiac Disease

Only an estimated 1% of the population has Celiac disease, an autoimmune
disorder where ingesting gluten leads to damage in the small intestine.  We
 are seeing now that about 22% of  people try to include gluten free foods
 in their diets anyway.  Knowing the pricey mark up  of these foods, and
 lack of additional health benefits, this shouldn't make sense.

A study suggests that people who are sensitive to gluten may feel a bit
 better, but a larger portion will derive no benefit at all.  These are the
 people that simply waste their money. People think gluten free means
 healthier, and food marketers think those people will pay more for
 foods with a gluten free label.  This has contributed to the massive
 growth of the gluten free industry.

For those with Celiac, ingesting gluten causes an inflammatory reaction
 that can severely damage the lining of the small intestine.  But for those
without the disease, gluten does...well nothing.