Controlled studies show that healthy athletes do not improve because of gluten-free diets (Med Sci Sports Exerc, 2015;47:2563-2570), yet as many as 60 percent of North Americans believe that a gluten-free diet will make them feel better (Dig Dis Sci, 2014;59:1080-1082). The $4 billion gluten-free food industry bombards us with:
• paid advertisements from athletes implying that they won events because they gave up gluten,
• celebrities who say they feel better on a gluten-free diet and
• overweight people who claim that they lost huge amounts of weight on gluten-free diets.




