Organic, GE-free, low cholesterol – these are all buzz words associated with healthy living and healthy food choices.
But what about gluten-free?
How many people think they are gluten intolerant even though they have never actually been tested?
Gluten-free products are often marketed as somehow being better for you and like organic foods, they are more expensive.
So is gluten-free really a healthier choice?
Or are some people just buying into an expensive fad?
Dr Vincent Crump, an author and allergy specialist, says people who do not eat gluten but have not been tested for coeliac are "wasting their money".
"These products are not cheap and I think it is unfortunate that you are excluding a basic part of your diet for no good reason."
Being coeliac is a bit like being pregnant: you are or you are not.
For those who are, gluten damages the small intestine and interferes with food absorption in the stomach.
Only a blood test and an internal stomach examination can confirm the diagnosis.
Before Shanelle Jackson, a coeliac sufferer, tested positive for coeliac she had lost 10kg in weight and was suffering from malnutrition.
"At my worst period I was throwing up after every meal, I was sick, it stopped me from going out."
Her other symptoms were typically coeliac: abdominal bloating and pain, chronic diarrhoea, vomiting, constipation and weight loss.
"Gluten intolerance is a specific disease that you can diagnose by doing specific tests. It is very very unusual to find someone who will have a gluten intolerance and you can't find some objective tests to prove this.," says Dr Crump.
"I think there are people who are excluding gluten unnecessarily from their diets."