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More US residents are trying to avoid consuming gluten, the protein responsible for the condition known as celiac disease, than are dieting, according to recently released research conducted by market information firm
NPD Group.
Furthermore, in January 2013, approximately one-third of all American adults said they are attempting to reduce or eliminate the substance in their diets. According to The NPD Group's latest
report, that's the highest percentage since the group began asking American consumers about gluten consumption four years ago.
Those numbers might actually be on the low side, even though less than one percent of US adults have celiac disease, industry analyst Harry Balzer told Nancy Shute of
NPR.
Celiac disease is an autoimmune disorder that can be caused by the gluten protein, which is commonly found in wheat, rye and barley. It can cause fatigue, digestive issues, and other symptoms.
However, celiac disease is not the only reason people choose to go gluten-free in their diets, explains
CNBC's Katie Little. "The trend to go gluten free has caught on with consumers who don't have either condition but instead see it as part of a healthy diet or a way to lose weight," she said.