Food intolerance - is awareness increasing?

Food intolerance awareness is increasing with site such as the BBC now profiling the issue in their health section. Wikipedia also has a page dedicated to Food Allergy / Intolerance.

What is food intolerance?

Food intolerance is an adverse reaction to some sort of food or ingredient that occurs every time the food is eaten, but particularly if larger quantities are consumed and should not be confused with a food allergy.
A food intolerance can cause various symptoms including bloating, abdominal pain and diarrhoea.

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