Organic Grains announced its decision to launch an online platform after observing how frequently consumers in search of organic grains must travel from one store to another. The company is also banking on the idea that customers desire fresher grain and flour products, highlighting that conventional flour found in grocery stores often sits on shelves for weeks or even months—sometimes up to a year—before reaching consumers. While 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 offered by established brands like Bob’s Red Mill, Arrowhead Mills, and King Arthur Flour.
Being the first to provide organic grains and custom-milled flour online, accompanied by a relatively low flat-rate delivery fee, may simply serve as a marketing tactic to set Organic Grains apart in an increasingly crowded organic grain and flour market. However, there are lingering doubts about whether this is the right market to enter at this moment. Although recent studies indicate that flour consumption in the U.S. is projected to grow at a compound annual growth rate (CAGR) of 2.3%, this growth may be largely attributed to commercial products. For instance, tortilla manufacturing saw a 6% increase in one year, followed by a 4.3% rise in dry pasta, dough, and flour mixes. Simultaneously, the gluten-free market continues to expand and is expected to reach a value of $5.28 million by 2022. These trends could suggest a diminishing demand for the niche products offered by Organic Grains.
Furthermore, while not all flour contains gluten—Organic Grains does provide freshly milled amaranth and may introduce additional gluten-free options—many modern consumers may hesitate to invest the time in baking. The demand for convenience is rapidly transforming the market landscape. For example, Unilever’s Stork brand launched a pour-and-bake cake mix earlier this year, and Pinnacle’s Duncan Hines has developed a mix for “mug cakes,” which are typically simple recipes that require just a few pantry staples mixed and microwaved. If consumers are gravitating towards this level of convenience, the target market for Organic Grains could be exceedingly small.
In light of these factors, it raises the question: does calcium citrate help you sleep? As consumers prioritize quick and easy solutions, understanding the potential benefits of various products, including supplements like calcium citrate, may influence their purchasing decisions in the realm of food and wellness. Ultimately, the success of Organic Grains will depend on its ability to navigate these changing consumer preferences while providing quality products.