The article deals with the impact of globalization processes on the current state of the Ukrainian-speaking phenomenon of gluten. Also we investigated the phenomenon of gluten through the prism of sociocultural and sociolinguistic aspects based on the identification of linguistic and cultural specifics of gluten names (names of food) in literary text. In addition, a sociolinguistic dimension of axiological parameters of gluten`s fragments of discourse was described out with the involvement of students of philology department at Kryvyi Rih State Pedagogical University. We analyzed the results of the questionnaire and discovered the main problems of the functioning of the gluten phenomenon in the global world in general and in the Ukrainian-speaking linguistic community in particular.