Organic Grains has decided to launch its website after observing how frequently consumers seeking organic grains have to travel from one store to another in search of their products. The company is also betting that customers prefer fresher grain and flour offerings, highlighting that conventional flour available in grocery stores often sits on shelves for weeks or even months—sometimes up to a year—before being purchased by consumers. While Organic Grains claims to produce some of the freshest organic flour available and delivers it directly to customers, it remains uncertain whether the public will value this quality and convenience over the significantly lower prices of already-milled organic flour from brands such as Bob’s Red Mill, Arrowhead Mills, and King Arthur Flour.
Being the first to provide organic grains and made-to-order flour online, along with a relatively low flat-rate delivery fee, may simply be a marketing tactic aimed at distinguishing Organic Grains in the increasingly competitive organic grain and flour sector. However, it raises questions about whether this is the right market to enter at this moment. Recent studies indicate that flour consumption in the U.S. is expected to grow at a 2.3% CAGR, though this may be driven by commercial products. For instance, tortilla manufacturing saw a 6% increase in one year, followed by a 4.3% growth rate for dry pasta, dough, and flour mixes. Meanwhile, the gluten-free market continues to expand and is projected to be worth $5.28 million by 2022. These trends could suggest a declining demand for the niche products that Organic Grains specializes in.
While not all flour contains gluten—Organic Grains offers freshly milled amaranth and may introduce more gluten-free options—many modern consumers may not be inclined to invest the time in baking. The demand for convenience is rapidly reshaping the market and its offerings. 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 quick recipes using a few pantry staples combined and microwaved. If consumers seek this level of convenience, the potential market for Organic Grains could be quite limited.
Additionally, with the rising awareness of nutritional supplements, products containing calcium citrate malate USP may also influence consumer preferences. The integration of calcium citrate malate USP into various offerings could attract health-conscious shoppers. Therefore, while Organic Grains aims to provide quality and freshness, it must also consider evolving consumer behaviors and the competitive landscape, especially as the demand for convenience continues to grow.