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ABCNews.com this morning has a story:

Whole Food Rising Consumer Interest in Healthy Eating Spurs Growth of
Natural-Foods Industry

com/sections/business/DailyNews/natural_foods010910.html

It has a quote about the health concerns that lead shoppers to health
food stores from  "the director of business development for The Hartman
Group, a consulting firm focused on the health and wellness markets."
It had not occurred to me earlier that the responsiveness of large
businesses to CD may depend heavily on what this and other consulting
companies tell them.  Maybe I'd better be more responsive to some of
those market research surveys, such as is the basis of this news
feature.  I fear, however, that because these surveys typically have
fairly small samples that permit limited disaggregation, Celiac concerns
may get submerged in a broad amorphous category "food allergy" category.
 Oh well, that's better than nothing.  But then, I would hate to see the
small business entrepreneurs who have been taking care of us get
steam-rollered by huge chains that employ consulting firms and big
market surveys.