Gluten-free is being called the latest “celebrity diet.” But for many individuals, going gluten-free is a medical necessity, not a choice, noted Health medical editor Dr. Roshini Raj in a segment on Today.

The morning show covered the booming interest in gluten-free options following Chelsea Clinton’s wedding, which featured a towering gluten-free cake. Celebrities like Anne Hathaway and Gwyneth Paltrow have also gone gluten-free, Today reported.

But with so many celebrity “wheat wackers” in the public eye, the gluten-free diet runs the risk of being labeled a “fad.” While it is known as a “diet,” gluten-free is not intended to promote weight loss, and unlike some other fads, it doesn’t come cheap, Dr. Raj noted.

The segment included an overview of celiac disease, including the fact that 95% of those with the condition are undiagnosed or misdiagnosed. For celiacs, gluten-free is a medical necessity, but strict adherence can be a challenge, Dr. Raj added.

View the video here.