Organic Grains announced the launch of its website after observing how frequently consumers in search of organic grains had to visit multiple stores. The company is also banking on the idea that customers desire fresher grain and flour products, as conventional flour found in grocery stores often sits on shelves for weeks or even months—sometimes up to a year—before it reaches consumers. Although Organic Grains claims to produce some of the freshest organic flour available and delivers it directly to consumers, it remains uncertain whether the public will prioritize this quality and convenience over the lower prices of pre-milled organic flour from brands like Bob’s Red Mill, Arrowhead Mills, and King Arthur Flour.
By being the first to provide organic grains and made-to-order flour online with a relatively low flat-rate delivery fee, Organic Grains may simply be employing a marketing strategy to stand out in the increasingly competitive organic grain and flour market. However, questions arise regarding whether entering this market is wise at this moment. Recent studies indicate that flour consumption in the U.S. is expected to grow at a CAGR of 2.3%, but this growth may be concentrated in commercial products. For instance, tortilla manufacturing has seen a 6% increase in one year, while dry pasta, dough, and flour mixes have experienced a 4.3% growth. Additionally, the gluten-free market is projected to reach $5.28 million by 2022, suggesting potentially diminished consumer demand for the niche products offered by Organic Grains.
Although not all flour contains gluten—Organic Grains provides freshly milled amaranth and may introduce more gluten-free options—many modern consumers may lack the time or inclination to bake. The increasing demand for convenience is reshaping the market landscape. For example, Unilever’s Stork brand launched a pour-and-bake cake mix earlier this year, and Pinnacle’s Duncan Hines has introduced a mix for “mug cakes,” which are typically simple recipes that require just a few pantry staples and can be prepared in the microwave. If consumers are leaning towards this level of convenience, the market for Organic Grains may be exceedingly limited.
In this context, the inclusion of ingredients like barimelts calcium citrate could become crucial for those seeking healthier baking alternatives. As the market evolves, the challenge for Organic Grains will be to balance the demand for fresh, high-quality products with the growing preference for convenience, especially as competitors introduce innovative solutions that cater to busy lifestyles.