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According to this survey, it is estimated that thirty percent of Americans strictly or partially adhere to a gluten-free diet. However, only one percent of Americans have celiac disease, which is an immune system disorder triggered by gluten.
This means that a significant portion of the gluten-free population is either diagnosed with non-celiac gluten sensitivity, also known as gluten intolerance, or they follow a gluten-free diet to maintain health, lose weight, or alleviate chronic symptoms related to immune system disorders, debilitating gastrointestinal issues, rashes, eczema, and heartburn.
Skeptics believe that people choose a gluten-free diet for attention or simply to follow celebrity trends, but given the high cost of gluten-free foods, no one would adhere to a gluten-free diet merely for entertainment purposes. Rational individuals are unwilling to pay an extra $2 to $6 per serving for lower-quality food.
A recent study found that gluten-free foods are priced 242% higher than wheat-based foods. A decade later, another study found that costs had decreased, but gluten-free foods were still 183% more expensive than their wheat-based counterparts.
Additionally, the American Clinical Association found that households with food allergies spend an extra $4,184 per person each year. Again, who would choose to pay a different price for less food simply because a product accommodates allergies?
In fact, the vast majority of people following a gluten-free diet do so because they want to improve their health. And when they see results—many of them do achieve results—they are willing to pay more.
