The gluten-free phenomenon has quickly become a part of the zeitgeist, not to mention a $2.1 billion business that has doubled in size since 2007. In addition to gluten-free foods of all kinds, including pet food, there are gluten-free cosmetics and gluten-free moisturizers.
Going gluten-free today can speak as much to who you are as to how you eat. For some people, it has become a part of their identity in a way that being caffeine-free or sugar-free never could have. It’s like veganism—though without the animal rights angle.