Although fewer than l percent of Americans suffer from celiac disease, an autoimmune disorder that requires them to avoid gluten, almost one in three people say they are cutting back on products containing the protein found in wheat, barley, and rye, according to NPD Group. Many are influenced by antigluten books such as Wheat Belly and Grain Brain, as well as celebrities who have embraced the gluten-free lifestyle, such as actors Zooey Deschanel and Gwyneth Paltrow. Consumption of flour in the U.S. is at a 22-year low, says the U.S. Department of Agriculture.
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