Celiac disease affects about 1% of the population and is treated with a gluten-free diet. However, the last decade has seen a huge rise in individuals self-reporting wheat sensitivity, and consuming a gluten-free diet, despite not having a doctor-diagnosis of celiac disease. A recent flurry of observational studies from across the globe suggests that approximately 10% of the population is self-reporting wheat sensitivity. They describe a constellation of intestinal and extra-intestinal symptoms attributed to ingestion of gluten-based products. This phenomenon poses a significant challenge to clinicians with regards to adequately excluding celiac disease, identifying the culprit agent, understanding the pathophysiology, and providing safe aftercare.