Dive Summary:

• The NPD Group, and industry consultancy, just released the results of a survey they conducted in January showing that 30% of adults in the U.S. are trying to cut down on their gluten intake.
• This is certainly promising for the industry, however nutritionists insist that only people with a gluten intolerance should be avoiding the compound.
• Analysts have been predicting "gluten-free's" rise, as the trend is beginning to take over health food sections around the country. 

From the article:

According to a poll of more than 200 registered dietitians conducted by marketing and PR agency Pollock Communications just before Christmas, wheat belly/gluten free’ was predicted to be the “most popular approach to weight loss” in 2013, just ahead of commercial diet programs such as Weight Watchers and Jenny Craig.

However, the Academy of Nutrition & Dietetics says that "only those that have a gluten intolerance or have celiac disease should eliminate gluten from their diets.