Gluten-Free Water: Marketing Hype or Health Trend?

Water is essential, but have you heard of gluten-free water? Perhaps you’ve seen ads online or had samples at the doctor’s office. Or maybe you’ve noticed the gluten-free label next to water bottle crates in the grocery store. But isn’t water naturally gluten-free? What does gluten-free actually mean?

Defining gluten

Gluten is a protein naturally found in wheat, rye, barley, and their crossbreeds. It gives texture and shape to grain products by acting as a binding agent to hold them together. Gluten is found in common foods such as breads, cereals, pasta, and other baked goods. It can also be hidden in foods as flavor enhancers, thickeners, flavorings, and hydrolyzed vegetable proteins. Certain medications, dietary supplements, and cosmetics may also contain traces of gluten.

Who needs to avoid gluten?

Most people can consume products that contain gluten with no problems. Certain conditions, however, can result in serious reactions to gluten.

1. Celiac disease. When people with celiac disease ingest gluten, it triggers an autoimmune response that releases antibodies. These antibodies cause inflammation and damage to the lining of the small intestine, which can result in gastrointestinal symptoms. It can also lead to complications such as malnutrition, anemia, and osteoporosis. Those with celiac disease have to avoid gluten as much as possible.
2. Wheat allergy. The body treats wheat as a foreign substance, producing IgE antibodies that cause allergic symptoms such as itching, swelling, rashes, vomiting, and abdominal pain. In severe cases, it may even cause anaphylaxis, a life-threatening reaction. A person with a wheat allergy should avoid wheat products, although they may be able to eat other types of grains that contain gluten.
3. Gluten intolerance or non-celiac gluten sensitivity. One may feel ill after consuming gluten. Symptoms may include abdominal discomfort, bloating, diarrhea, tiredness, and headaches. Researchers are still trying to find the exact causes. Diagnosis includes ruling out celiac disease and wheat allergy. People with gluten intolerance or sensitivity may feel better by reducing their gluten intake.

What is gluten-free water?

The concept of gluten-free water has been around for more than a decade. In addition to promoting healthy drinking habits, companies market their gluten-free water as offering peace of mind and humor. Their target audience is people who want a clean, uncontaminated source of water — and those who are just curious.

So, is it real or just one of the food industry trends? Let’s examine it further.

Is gluten naturally present in water?

The short answer is no. Water’s chemical formula is H2O. It is composed of two hydrogen atoms and one oxygen atom. Gluten is not naturally present in water unless gluten or its derivatives are added.

What about bottled water?

Companies that promote gluten-free water typically sell it as bottled water, which must comply with FDA regulations. The FDA defines bottled water as “intended for human consumption and sealed in bottles or other containers with no added ingredients, except that it may contain safe and suitable antimicrobial agents.”

In other words, bottled water should naturally be free from gluten.

Bottled water is classified into five groups: artesian well water, mineral water, spring water, well water, and tap water. Regardless of origin, the water has to meet safe standards for consumption and may undergo water treatments. If you have concerns about water purity and quality, you can find more information by contacting the supplier and asking for their latest testing results.

Other beverages

Drinks like sparkling, seltzer, or tonic water are considered soft drinks and do not follow the same regulations. Some of these beverages may contain gluten-related additives, such as barley malt. Before consuming a beverage, read the ingredient list to ensure it is safe to drink.

Consumer reactions

Consumer reactions to gluten-free water products are mixed. Some appreciate the gluten-free labeling, viewing it as humorous and a conversation starter. After all, it’s just water with a marketing twist. Some companies take it further, offering their customers shirts and mugs that read “Allergic to Humor.”

Other consumers do not find it amusing. They counter that this type of marketing may undermine the harmful reactions to gluten for those who need to avoid it — especially those with celiac disease. Instead of encouraging the public to regard the disease as serious and potentially life-threatening, people may be inclined to make light of its implications. Furthermore, companies may exploit the knowledge gap of those who avoid gluten by marketing water at a higher price range, even though water is inherently gluten-free.

Regulatory and labeling aspects

In 2013, the FDA set standards for gluten-free labeling. This was largely spearheaded by advocates for people with celiac disease, to provide them with safe food options when shopping. Products are gluten-free if they meet the following standards:

• Ingredients should not contain wheat, barley, rye, or crossbreeds
• If an ingredient contains a gluten-containing grain, it should be processed to remove gluten
• Unavoidable traces of gluten should be below 20 parts per million (ppm)

The FDA also allows foods that are inherently gluten-free, such as eggs, fruits, and vegetables, to be labeled “gluten-free” as long as any contact with gluten is below 20 ppm. Bottled water also falls under this category.

Comparison with other gluten-free trends

In the past, gluten-free options were rare. Now, the options are growing. In 2023, the gluten-free market was valued at $6.74 billion. By 2032, the value is projected to grow to $13.81 billion. Bakery goods are the most common gluten-free products, with convenience stores being the leading sales channel. Supermarkets are next in line, driving market sales with dedicated gluten-free product aisles.

Consumers are becoming more educated and health-conscious about their food choices, and the food industry recognizes this. Current trends in the gluten-free market include organic, plant-based, and higher-protein alternatives.

Health implications

Gluten-free products are usually more expensive due to branding or more complex processing. However, consumers may be inclined to try them due to medical conditions or perceived health benefits.

Potential benefits

Adopting a gluten-free diet is not about following health fads or diet trends. It is one of the main management methods for celiac disease. Individuals with other conditions like gluten intolerance and wheat allergy may also benefit from gluten-free products to maintain their health. From this perspective, having greater access to gluten-free products in stores and restaurants is valuable.

Potential risks

Avoiding gluten without medical reasons may deprive you of crucial nutrients and fiber your body may need. Processed gluten-free products may be lower in fiber and higher in sugar and fat. If you plan to adopt a gluten-free diet, speak with your dietician or healthcare provider to ensure you include healthy, nutritious alternatives. Read nutrition facts labels carefully before purchasing products.

The final verdict

Gluten-free products have changed the global market. Individuals who must avoid gluten can find a greater selection to help them maintain healthy lives. However, a gluten-free product is not always better or more nutritious. Moreover, some products, such as water, are naturally gluten-free. Marketing attempts may try to make them appear novel and healthier, but that does not change their natural composition. Take time to read beyond the labels and make well-informed decisions for your health — and your wallet.