Tortilla Market Size, Share, and COVID-19 Impact Analysis by Product Type (Tostadas, Taco Shells, Corn Tortilla, Tortilla Chips, and Others), By Source (Corn and Wheat), By Distribution Channel (Supermarket/Hypermarket, Convenience Stores, Online Retail Stores, and Others), and Regional Forecast, 2024-2032

The tortilla market has experienced significant growth in recent years owing to several factors, such as the increasing popularity of Mexican cuisines, the rise in multicultural food trends, and the growing demand for ready-to-eat foods. The market includes both small-scale and commercial manufacturers who cater to the demands of consumers across the local markets. Tortillas are often perceived as a healthier alternative to bread and can be used in various dishes such as burritos and wraps. According to the Tortilla Industry Association (TIA), tortillas are known to be the second-most famous bread in America. Additionally, the fusion of different culinary traditions and the rise of Tex-Mex and Latin American-inspired dishes have fueled the demand for tortillas.

Manufacturers are introducing new flavors, textures, and different types of tortillas to fulfill the evolving consumer preferences, including gluten-free, whole wheat, organic and flavored tortillas. The increasing awareness regarding health and wellness has further influenced tortilla manufacturers to introduce innovative products in order to meet the growing demands of consumers. For instance, in March 2022, Sana Foods, a plant-based gluten, grain, and dairy-free packaged food company in Egypt, launched SANA Street Taco Tortillas. The new product is gluten-certified and organic and helps make healthy choices for the consumers.

Impact of COVID-19 on the Global Tortilla Market

The COVID-19 pandemic moderately impacted the global tortilla market. The industry faced supply chain disruptions due to lockdowns, transportation restrictions, and labor shortages. Such challenges resulted in delayed sourcing of raw materials, production, and distribution, which impacted the sales of tortillas. Raw materials required for manufacturing tortillas, such as corn, also faced price variations due to fluctuations in imported corn's availability and pricing. According to the U.S. Bureau of Labor Statistics report, the export corn prices fell to 16.0% from February to May 2020. However, the pandemic shifted consumer preferences towards healthier food options. This change in dietary choices influenced the demand for whole-wheat tortillas compared to traditional ones.

Key Insights

The Report Will Cover The Following Key Insights:

• The Product Launched By Key Market Players – For The Global Tortilla Market


• Type of Tortilla products


• Overview Of The Global Tortilla Market


• Drivers Of The Global Tortilla Market


• Impact Of COVID-19 On the Global Tortilla Market

Analysis by Product Type

The tortilla chips segment is expected to hold a significant share in the global market. Tortilla chips are enjoyed by all age groups of consumers, including adults and children. These are commonly consumed with dips, salsas, guacamole, and other condiments. Various manufacturers offer baked or low-fat versions of tortilla chips as well as gluten-free and organic options to cater to the demands of health-conscious consumers. For instance, in September 2022, Que Pasa, an organic tortilla chip brand from Nature's Path Foods, introduced innovative jalapeno & lime tortilla flavored chips. The new products are organic, non-GMO certified, gluten-free, and vegan.

The tostadas segment is expected to grow at a significant CAGR in the forecast period. The tostadas are usually known to be a healthy snack item as they can be made with fresh vegetables, lean proteins, and whole-grain tortillas.

The tortilla shell segment is expected to grow at a high CAGR in the forecast period owing to its rising popularity in the Indian subcontinent and further aided by the food blogging culture.

Analysis by Source

The corn segment is expected to hold a significant share in the global market. Corn tortillas have a long history and deep cultural significance in many regions, especially Latin America. Corn tortillas are naturally gluten-free, which makes them a popular choice for celiac disease or gluten intolerance consumers. According to the Celiac Disease Center at Columbia University Medical Report 2022, around 3 million Americans have celiac disease amongst the total population. Furthermore, corn tortillas have a distinct flavor and texture over wheat, which further propels its demand in the market.

Analysis by Distribution Channel

The hypermarket/supermarket is expected to hold a significant share of the global market. These stores carry different brands and types of tortillas, including taco shells, tortilla chips, and frozen burritos. Furthermore, such stores offer several incentives, such as discounts and coupons, to improve consumers' shopping experiences, which attracts a large consumer base under one roof.

The online segment is expected to grow at a high CAGR in the forecast period. The rise in e-commerce channels offers manufacturers to sell their products through mobile apps and websites delivered to their doorstep. The online segment allows convenience and accessibility for consumers to purchase products which helps in expanding the market’s growth. 

Regional Analysis

North America is expected to hold a significant share of the global market. The region dominated the tortilla market due to several factors, including the growing Hispanic and Mexican population, the popularity of Mexican cuisines, and the vast and easily accessible supply of raw materials required to manufacture tortillas. The demand for tortillas has led to the expansion of production and distribution by large-scale manufacturers and smaller local businesses in the region. For instance, in April 2021, La Primera Tortilla, a company based in Mexico, expanded its Sunland Park operations. The company would expand its operations in Sunland Park with the help of a USD 50,000 state grant from the state Economic Development Department. It also planned to invest $2.7 million in equipment and add 14 employees over the next three years.

Key Players Covered

Key players include PepsiCo Inc., GRUMA Corporation, La Tortilla Factory, Aranda's Tortilla Company Inc., Catallia Mexican Foods, Azteca Foods Inc., Arevalo Tortilleria Inc., Easy Foods Inc., Ole Mexican Foods Inc., General Mills Inc., and others.

Segmentation

Key Industrial Development

• In February 2023, Rise & Puff, a U.S.-based better-for-you tortilla brand, launched three flagship products, including original tortillas, organic tortillas, and gluten-free tortillas.


• In August 2022, General Mills, Inc., an American multinational manufacturer and marketer of processed foods, introduced Old El Paso tortilla pockets. The new product kit contains Old El Paso's seasoning and original taco sauce.