I wonder if some of the sensitivity issues are coming from a source other than gluten. If someone were to take all gluten products out of their diet, they may be eliminating the ingredients which were the cause of their discomfort as a result. Maybe it's a sensitivity to chlorine or peroxide in the bleaching process of enriched wheat flour, that they are misinterpreting.
Also, when someone makes a claim of 50% of the population being gluten sensitive, you have to take into account the 25% of those people who are the significant other of the sensitive person, and therefore 'sensitive'.
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