The food industry has a generally glum outlook for sales in the coming year. But there is a bright spot: the portion of Americans buying gluten-free food has more than doubled in the past three years. Why?

The answer, of course, is "Because most Americans are board-certified gastroenterologists." Let's do the gluten math:

The portion of U.S. households reporting purchases of gluten-free food products last year: 11%

Estimated prevalence of celiac disease in the U.S. via a 2012 study: 0.71%

Portion of shoppers who bought gluten-free products who said they bought them due to celiac disease, in a 2013 survey: 2%

Portion of shoppers who said they bought gluten-free products "because they think they're more healthful": 59%

Portion of Americans who know what they fuck they're talking about on this issue: 0.00005%

It is the ignorance and gullibility of Americans that keeps the world's greatest economy going.

[Pic: Flickr]