Italian cuisine is extremely popular all over the world and is globally the most popular exported cuisine. Combined with the rising demand for organic and artisanal products, foods such as Italian olives, traditional pesto, and artisanal wheat flour are reaping the benefits. Molino Moras, an Italian flour producer, has seen the demand for its artisanal wheat flour increase. The company produces several types of flours such as wheat, rice, and multigrain. The company’s newest product, Deliziosa, a mix of several types of flours and seeds, is marketed as an artisanal multi-grain flour which is very suitable for pizza crusts.
In Italy alone, the consumption of organic products has risen by 102% since 2013. Most of Molino Moras’ 100% natural flours are thus destined for the Italian market, but a portion of its products is also exported to other European countries. The demand abroad is mainly driven by Italian expats and Italian restaurants. The company only exports to Europe to ensure the quality of its product, as no preservatives are used. The company mentions that traditionally, soft flours have been in high demand, but recently the demand for multi-grain flour mixtures has increased significantly. Between 2017 and 2018, the sales of multi-grain flours increased by 45%, according to Molino Moras. The company expects this year’s sales to further increase by 27%. This is mainly due to the changing consumer trend towards healthier, nutrient-rich food.
Multi-grain flour is usually positioned in the medium-high price range, mainly due to the various different grains that are used. The company mentions that consumers of flour are in general very sensitive to price changes, as they are willing to sacrifice some quality to save money. However, with multi-grain flours, consumers are less price-sensitive. This is mainly due to the fact that multi-grain flours are seen as a luxury product, where quality matters more than price.