Organic Grains announced its decision to launch an online platform after realizing how frequently consumers in search of organic grains had to visit multiple stores to find what they needed. 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. While Organic Grains claims to produce some of the freshest organic flour available and delivers it directly to customers, it remains uncertain whether consumers 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 provide organic grains and milled-to-order flour online at a relatively low flat-rate delivery fee may simply be a marketing tactic to distinguish Organic Grains amidst the increasingly saturated organic grain and flour market. However, there are still questions 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, but this growth 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 for dry pasta, dough, and flour mixes. Meanwhile, the gluten-free sector continues to expand, with projections estimating it to be worth $5.28 million by 2022. These trends could suggest a decreased demand for the niche products that Organic Grains mills.
While not all flour contains gluten—Organic Grains offers freshly milled amaranth and may introduce additional gluten-free options—many contemporary consumers may not be inclined to invest time in baking. The growing demand for convenience is significantly reshaping the market landscape. Earlier this year, Unilever’s Stork brand launched a pour-and-bake cake mix, while Pinnacle’s Duncan Hines introduced a mix for “mug cakes,” which are typically simple recipes requiring just a few pantry staples and can be microwaved. If consumers are gravitating toward such levels of convenience, the target market for Organic Grains may be quite limited.
Moreover, as consumers increasingly seek health benefits, the inclusion of calcium citrate 1500 mg chewable supplements in their diets is becoming more common. Organic Grains might consider integrating products that combine their fresh offerings with nutritional supplements like calcium citrate 1500 mg chewable tablets to appeal to health-conscious shoppers. In doing so, they could create a unique product line that stands out in a crowded market while meeting the evolving demands of today’s consumers.