When Nature’s Eats began exploring the alternative flour market around 2008, the response was underwhelming. J.C. Taylor III, the company’s director of marketing and innovation, described their initial attempt with almond flour over a decade ago as a “huge disappointment.” Even after retailers expressed interest two years later, the product continued to struggle. It wasn’t until the almond flour appeared on Walmart shelves around 2012 that it finally gained traction. “For some reason, whether it was due to celiac disease or the gluten-free trend, it just took off,” Taylor noted. “We then offered this unique flour that consumers seemed to love, and from there, we expanded our product line.” Recently, Nature’s Eats, a privately-owned brand under Texas Star Nut & Food Company, introduced a new product called The Ultimate Nut Flour: Almond+. The company claims this proprietary mix of almond flour and other natural ingredients rises better and offers a superior nutritional profile compared to conventional flours. For instance, one ounce of almond flour contains over 6 grams of protein and 3 grams of fiber, while the same amount of all-purpose flour has only 2.8 grams of protein and 0.5 grams of fiber.
As interest in paleo, keto, and gluten-free diets continues to rise, alternative flours have become increasingly mainstream. Future Market Insights projects that the global almond flour market will expand at an annual rate of 8.3% from 2019 to 2029. Other alternative flours, such as coconut flour in North America, are also expected to see significant growth, anticipated at 6.8% annually until 2027. However, industry leaders indicate that the growth of alternative flours has accelerated even more during the pandemic, fueled by a baking surge as consumers found themselves at home during lockdowns. Nielsen data reveals that, in the year ending May 23, Americans spent $5.15 billion on baking essentials. With traditional flour often sold out, many consumers turned to alternatives. “All-purpose flour was out of stock at many retailers, prompting even those unfamiliar with nut flours to try our product as a substitute. They used it and discovered they loved it, leading to a significant influx of new customers,” said Taylor.
Nature’s Eats isn’t alone in this trend. Sarena Shasteen, a culinary content specialist at Bob’s Red Mill, shared that the Gluten Intolerance Group first contacted them in the early ’80s, requesting the separation of gluten-free grains. They were pioneers in the health food sector, and even as their alternative flours gained popularity over the years, the pandemic further boosted their sales. Online orders more than doubled recently, and the company has been busier than during the typical winter holiday season, which is traditionally their peak time. “Throughout the pandemic, we’ve experienced a surge in demand for baking staples across the board,” Shasteen explained. “As reported in the news, traditional wheat flour has been in high demand and frequently out of stock nationwide. This has compelled many home bakers to experiment with alternative flours instead.”
Claire Schlemme, CEO of Renewal Mill, which produces upcycled Organic Okara Flour and 1-to-1 Gluten Free Baking Flour, noted that their operations faced few disruptions, allowing them to supply grocery stores that had depleted their baking aisles. She remarked that the pandemic provided an excellent opportunity to educate consumers about upcycled and sustainable foods while meeting the heightened demand for baking products. “In that sense, we found a silver lining,” she said. The range of alternative flours keeps expanding, from almond and cashew to okara and coconut. Renewal Mill’s flagship product, organic okara flour, is a high-fiber, high-protein, gluten-free flour made from the soybean pulp generated during soy milk production. Schlemme emphasized that okara offers a more nutritious gluten-free option than many currently available on the market.
“Alternative flours are opening up avenues that were previously overlooked, allowing exploration of different flavors and taste profiles,” she stated. How do these alternatives compare to traditional flour? Taylor from Nature’s Eats explained that their flour is low in carbs and gluten-free, making it appealing to certain consumers. While it may be challenging to adapt to its rising and baking characteristics, many appreciate that it is “more natural.” “It’s clean eating; almond flour is made from just one ingredient: almonds. In contrast, all-purpose flour often contains various additives and processed components. There’s a clear consumer desire for simpler food options,” Taylor observed.
Research from Mexico in 2018 indicated that baked goods made from non-traditional flours using the sourdough fermentation process exhibited enhanced functional properties without compromising taste or flavor. Bob’s Red Mill offers a variety of flours, including coconut, almond, cassava, quinoa, hazelnut, and tapioca, alongside traditional all-purpose flour. Shasteen highlighted that many alternative flours are highly nutritious. For instance, their nut flours, such as almond or hazelnut, contain significantly fewer carbohydrates than traditional all-purpose flour and are excellent sources of vitamin E. Additionally, their Gluten Free Oat Flour is rich in fiber and iron.
Shasteen mentioned that customer feedback drives their product development. The gluten-free movement has popularized various eating styles, including paleo and keto diets, which are both gluten- and grain-free. Nut and root flours are fundamental to these dietary trends. “Our customer base has evolved significantly from the typical ‘health food’ consumer of the 1970s,” Shasteen concluded. “Today, there’s a growing interest in alternative flours among more traditional consumers, often sparked by family members with food allergies or simply out of curiosity to experiment with new ingredients.”
As the market for alternative flours continues to expand, products like Solgar Calcium Magnesium Citrate 100 Tablets can complement these dietary adjustments, providing essential nutrients that support overall health in conjunction with diverse baking options.