(NBC) - It's a gluten-free lifestyle for folks perusing the goods at the new Cascadia Traditional Bakery.
"It's everywhere. Yeah, it forces you though to be really aware of what you're eating," Bakery owner Teresa Atkins said.
About 3 million Americans have an auto-immune disorder like celiac disease where gluten triggers a nasty reaction. One woamn even compared it to having the flu.
Reports say 15 to 25 percent of consumers want gluten-free foods.
"Gluten is a large, complex protein that is hard to digest," naturopathic physician Dr. Ken Weizer said.
Weizer says gluten plays a pretty good game of hide and seek.
"It's often used in many, many processed foods and it's not always labeled. Sometimes it's called "natural flavors" sometimes it has other names," Weizer said.
That's one advantage of trying a gluten free diet: less processed foods. So, does that then suggest everyone should consider it?
"No, not everyone needs to eliminate or reduce gluten. Some people do very, very fine with it. But there are people who don't do so well and don't make that connection and those people might consider a trial for three months and really see if their symptoms improve," Weizer said.
Nutritionist Karen Seibert said, "If you have some vague symptoms that you haven't pinned down, you could try a gluten free diet."
From shopping lists to in-store tours, nutritionist Karen Seibert of New Seasons helps folks spot obvious gluten and hidden culprits; like some ice cream, salad dressings, where manufacturers use it as a stabilizer.
"There's always new products almost every day," Seibert said.
Going gluten free is clearly all the rage.