I actually read an article recently about the number of people who are allergic to gluten and it said there weren't any really hard numbers, but they estimated that it was only about 0.6% of the American population.. serious problem if you have it, but I'm not sure that justifies the media hype surrounding the topic...
I also heard a comedian say that people in California were so afraid of gluten that you could hold up a bank with a bagel...