Organic Grains has announced its decision to launch an online platform after observing that consumers often have to visit multiple stores in search of organic grains. The company believes there is a demand for fresher grain and flour products, emphasizing that conventional flour found in grocery stores can sit on shelves for weeks, months, or even up to a year before reaching customers. They claim to produce some of the freshest organic flour available and deliver it directly to consumers. However, it remains uncertain whether customers 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 freshly milled-to-order flour online, accompanied by a relatively low flat-rate delivery fee, might just be a marketing tactic to set Organic Grains apart in the increasingly competitive organic grain and flour sector. Yet, there are still questions about whether entering this market is timely. Although recent studies indicate that flour consumption in the U.S. is projected to grow at a 2.3% CAGR, this growth may primarily benefit commercial products. For instance, the tortilla manufacturing sector has seen a 6% increase over the past year, followed by a 4.3% rise in the demand for dry pasta, dough, and flour mixes. Meanwhile, the gluten-free market is on the rise, projected to reach a worth of $5.28 million by 2022. These trends may suggest a declining interest among consumers for the niche products that Organic Grains specializes in.
While not all flour contains gluten—Organic Grains offers freshly milled amaranth and plans to introduce more gluten-free options—many consumers today may lack the time or inclination to bake. 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 introduced a mix for “mug cakes,” which typically involve simple recipes made with a few pantry staples and microwaved. If consumers are leaning toward this level of convenience, the potential customer base for Organic Grains could be quite limited.
In light of this, it’s worth considering how products like calcium citrate crushable supplements might fit into the changing preferences of consumers who prioritize quick and easy meal solutions. The evolving market dynamics could mean that Organic Grains needs to adapt its offerings or marketing strategies to attract a broader audience. Ultimately, while the company aims to provide high-quality, fresh products, it will be essential to assess whether this aligns with consumer expectations in a convenience-driven market.