$4.6 billion: The gluten free fad cashes in

$4.6 billion: The gluten free fad cashes in

A year ago I noted an alarming increase in celiac disease patients – it seemed to be afflicting a lot of rich, white, American women.

Outrage and scorn were delivered to my door; dozens of comments vilified me for saying it was not a real disease – which would have been fine, had I actually said that. Yet dwarfing those comments by hundreds were the anecdotal claims of people who had self-diagnosed themselves as celiac, at least until they discovered that since it was an actual life-threatening disease, they couldn’t claim they had it, so they had reverted to being gluten sensitive, or even intolerant – vague and non-descriptive and requiring no pesky diagnosis.

It turns out I was not wrong and the way to know I was not wrong is to follow the money. ‘Gluten free’ became a $4.2 billion industry in the last year, despite the fact that there are the same number of celiac patients and unless you are celiac, going gluten-free is doing you no good. If you are clueless, like Lady Gaga, you even think it is a diet, which might explain why she ballooned up after going off gluten.

Continue reading →


Commenting Policy

We have no tolerance for comments containing violence, racism, vulgarity, profanity, all caps, or discourteous behavior. Thank you for partnering with us to maintain a courteous and useful public environment where we can engage in reasonable discourse. Read more.

You may use HTML in your comments. Feel free to review the full list of allowed HTML here.

Facebook Comments

Disqus Comments