Some 3 million Americans suffer from celiac disease, a serious autoimmune disorder triggered by a reaction to gluten, mostly found in wheat products. For them, the search for gluten-free food has long meant joyless excursions to fern-filled health-food shops for comestibles that are often flavorless. Why, then, are so many people without the disease also devouring gluten-free foods? Many have done so out of perceived allergy concerns (gluten sensitivity is this decade's lactose intolerance) or simply because it's the diet buzzword du jour.
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