London, March 5 (IANS): Singer-turned-fashion designer Victoria Beckham, actress Gwyneth Paltrow and tennis player Novak Djokovic are all fond of a wheat-free diet. A lot of commoners seem to be following suit.

Sales of free-from foods are up 33 percent at online shopping grocery store Asda as gluten, wheat and dairy free diets hit the mainstream, doubling the sales growth of 2013, reports femalefirst.co.uk.

With 12 million Britishers buying gluten-free products, there is an increase of 120 percent over the past five years.

Experts at Asda have witnessed a change in consumerism where shoppers choose gluten-free products over others as a part of their healthy lifestyle, rather than considering it a medical necessity.

Britishers have been influenced looking at celebrities such as Victoria and Jennifer Aniston, who follow wheat-free and gluten-free diets. In fact, Paltrow is known to ensure that the whole family avoids gluten.