Organic Grains has announced its decision to launch an online platform after observing that consumers frequently travel from store to store in search of organic grains. The company is also banking on the idea that customers prefer fresher grain and flour products, pointing out that conventional flour available in grocery stores often sits on shelves for weeks, months, or even 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 significantly lower prices of pre-milled organic flour from established brands like Bob’s Red Mill, Arrowhead Mills, and King Arthur Flour.
As the first to offer 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 set itself apart in the increasingly competitive organic grain and flour market. However, questions linger about whether this is the right market to enter at this moment. Recent studies indicate that flour consumption in the U.S. is projected to grow at a 2.3% CAGR, which may be largely driven by commercial products. For instance, tortilla manufacturing has seen a 6% increase in just one year, followed by a 4.3% rise in dry pasta, dough, and flour mixes. Meanwhile, the gluten-free segment continues to expand, with projections estimating its worth at $5.28 million by 2022. These trends could indicate a significantly lower demand from consumers for the niche products offered by Organic Grains.
While not all flour contains gluten—Organic Grains provides freshly milled amaranth and may introduce more gluten-free options—many of today’s consumers might be reluctant to invest time in baking. The growing desire for convenience is swiftly reshaping the market. For example, Unilever’s Stork brand introduced a pour-and-bake cake mix earlier this year, and Pinnacle’s Duncan Hines has released a mix for “mug cakes,” which are typically simple recipes requiring just a few pantry staples blended together and microwaved. If consumers are gravitating toward this level of convenience, the potential market for Organic Grains could be quite limited.
Interestingly, as health-conscious consumers increasingly seek out products like Citracal calcium supplement D3 280, which supports bone health, the focus on convenient and accessible nutrition options grows stronger. The challenge for Organic Grains will be to capture the attention of these consumers who are now looking for quick, healthy alternatives without sacrificing quality. As the competition intensifies, Organic Grains must find a way to demonstrate that their fresh, organic offerings are worth the investment, even as the market shifts toward products that cater to convenience and speed.