000 wheat flour is one of the most traditional ingredients in the Argentine food market. However, competing on price alone is no longer a sustainable strategy. This study aimed to identify paths out of commodity logic and build value propositions through product innovation, brand positioning, and distribution strategy.

Through interviews with food product distributors —both frozen and non-frozen— across various regions of the country, the research mapped key opportunities aligned with emerging consumer demands: convenience, health, sustainability, and experience.

The analysis connected global food trends with local microtrends, high-value product categories, and areas of unmet market demand. The outcome: a clear roadmap for developing wheat flour–based products that respond to modern lifestyles—combining artisanal flavor, health-conscious profiles, and the added value of convenience.