A wheat-free diet is favored by celebrities like Victoria Beckham, actress Gwyneth Paltrow and tennis player Novak Djokovic.

With 12 million Britishers buying gluten-free products, there is an increase of 120 percent over the past five years.
Experts at Asda have witnessed a change in consumerism where shoppers choose gluten-free products over others as a part of their healthy lifestyle, rather than considering it a medical necessity.
Britishers have been influenced looking at celebrities such as Victoria and Jennifer Aniston, who follow wheat-free and gluten-free diets. In fact, Paltrow is known to ensure that the whole family avoids gluten.
Source-IANS