Shoppers are now spending nearly $9 billion per year to get gluten out of their groceries, up more than 60% from 2012, according to the consumer research firm Mintel. That’s more than Americans spend each year celebrating Halloween and twice the amount shelled out in the 2014 election.
The explosion, which analysts predict will continue, has been both great and not so great for the roughly 1% of people who have celiac disease. The rise has also been driven by some misconceptions among people who don’t need to avoid gluten at all. (You can see what five nutritionists have to say about gluten-free bread here.)
To find out more about the trend, TIME teamed up with My Fitness Pal, who surveyed 1,800 of their users. Here are the results, along with commentary from gluten experts.