Approximately 40% of Americans have the genetic potential to become gluten intolerant. More than 1% of Americans have celiac disease. In fact, this percentage may be a low estimate because most physicians are unfamiliar with the signs and symptoms of celiac disease, which can be a "great masquerader".

The concept of the value and benefit of gluten-free food has been gaining momentum for the last 10 years. Discussion related to gluten-free diets goes back to the mid-1950s, but those peer-reviewed articles were primarily focused on the treatment of celiac disease and related gastrointestinal disorders.