Well… the usual estimate is that 150K Americans have a diagnosis of celiac disease. The lowest I have seen is 90K and I saw a wild guess at 220K but nearly all well researched estimates I have seen are 150-170K so 90K or so on a GFD kinda makes sense... most estimates I have seen for that are 90-100K. My numbers are a few years old though and there have been some recent changes like the new call to test people presenting with infertility for celiac disease as a primary diagnostic. Actually I find it amazing that we have FDA “gluten-free” labeling regulations and products if it is true we are talking about a market of only around 100K people.