Organic Grains announced its decision to launch an online platform after observing how frequently consumers in search of organic grains had to travel between stores to find them. The company is also banking on the notion that customers desire fresher grain and flour products, highlighting that conventional flour sold in grocery stores can often sit on shelves for several weeks or even months—sometimes up to a year—before it reaches 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 prioritize this quality and convenience over the significantly lower prices of pre-milled organic flour from brands like Bob’s Red Mill, Arrowhead Mills, and King Arthur Flour.
Being the first to offer organic grains and made-to-order flour online with a comparatively low flat-rate delivery fee might simply be a marketing tactic to distinguish Organic Grains in an increasingly competitive organic grain and flour market. However, doubts persist about whether entering this market is timely. Recent studies indicate that flour consumption in the U.S. is anticipated to grow at a 2.3% CAGR, possibly skewed towards commercial products. For instance, tortilla production surged by 6% in one year, followed by a 4.3% increase in dry pasta, dough, and flour mixes. Simultaneously, the gluten-free segment continues to expand, with projections suggesting it could reach a valuation of $5.28 million by 2022. Such trends might indicate a lower demand among consumers for the niche products that Organic Grains specializes in.
Although not all flour contains gluten—Organic Grains also provides freshly milled amaranth and may introduce additional gluten-free options—many modern consumers are reluctant to invest time in baking. The growing desire for convenience is rapidly transforming the market and the available options. For example, Unilever’s Stork brand launched a pour-and-bake cake mix earlier this year, while Pinnacle’s Duncan Hines introduced a mix for “mug cakes,” which are typically simple recipes that require just a few pantry staples and can be microwaved. If consumers are gravitating toward this level of convenience, the potential market for Organic Grains could be exceedingly limited.
In a related note, the bariatric advantage calcium citrate chewy bites 500mg may also appeal to health-conscious consumers looking for convenient nutritional supplements. This trend toward convenience is evident not only in food products but also in dietary supplements, as consumers increasingly seek easy-to-use options like these chewy bites. Ultimately, if Organic Grains cannot adapt to these evolving consumer preferences for convenience and accessibility, it may struggle to capture a significant share of the market.