Tortilla Market Trends

Global Tortilla Market Overview

Tortilla Market Size was valued at USD 45,196.34 million in 2023. The Tortilla Industry is projected to grow from 2024 to USD 66,464.53 million by 2032, exhibiting a compound annual growth rate (CAGR) of 4.41% during the forecast period (2024 - 2032).The consistent demand for tortilla is driven by the growing demand for gluten-free and healthy alternatives. In recent years, there's been a noticeable shift in what consumers are looking for in their food, with a growing emphasis on healthier options. This change is being driven by a greater awareness of dietary needs and health concerns. One key trend in this movement is the growth of surging applications. As more people have become aware of these issues, there's been a surge in the popularity of gluten-free alternatives, leading to significant growth in the market of tortilla.

Source: Secondary Research, Primary Research, MRFR Database and Analyst Review

Tortilla Market Trends

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  Introduction of innovative flavors and fillings

  
  

The introduction of revolutionary flavors and fillings is revolutionizing the tortilla market, using customer hobbies, and expanding its culinary appeal. Businesses are experimenting with specific flavors to cater to evolving customer tastes and choices for adventurous consumption experiences. For instance, in February 2024, Garden Veggie Snacks unveiled its Flavour Burst Nacho Cheese and Zesty Ranch Flavoured Tortilla Chips. By integrating popular flavors into their products, Garden Veggie Snacks is appealing to health-conscious consumers who seek indulgent yet nutritious options. Similarly, Mission Foods, Inc., a subsidiary of Gruma Corp., introduced sweet Hawaiian flour tortillas in June 2024. These 4.5-inch tortillas, part of Mission’s “super soft” line, come in a 10-count package, emphasizing convenience and versatility. The sweet Hawaiian flavor taps into the trend of fusion cuisine, mixing familiar tortilla codes with exclusive candy notes that can supplement a spread of fillings, from savory to sweet. Further, those improvements include adding new flavors and improving the overall eating experience. With the aid of incorporating diverse and sudden flavors, manufacturers are broadening the tortilla market place’s appeal, attracting both traditional clients and people looking for novel culinary adventures. This trend highlights the enterprise's dedication to creativity and meeting the dynamic demands of food enthusiasts.

Segment Insights

Tortilla Type Insights

Based on Type, the Tortilla Market has been segmented into Industrial, and Artisanal. The industrial segment accounted for the largest market share of 72.27% in 2023 and is likely to register a CAGR of 4.08% during the projected period. Industrial tortillas are mass-produced flatbreads that cater to the high demand for convenient, ready-to-eat food products. There are two primary types of industrial tortillas: flour tortillas and corn tortillas, each with distinct characteristics and applications. Flour tortillas are made from wheat flour, these tortillas are soft, flexible, and slightly chewy. They typically include ingredients like water, fat (often lard or vegetable shortening), baking powder, and salt. Industrial flour tortillas are popular due to their versatility and long shelf life. They are commonly used in various dishes, including burritos, quesadillas, wraps, and fajitas. Their mild flavor complements a wide range of fillings, from savory to sweet, making them a staple in many cuisines beyond traditional Mexican food. Corn tortillas are made from masa harina, a type of corn flour treated with lime (calcium hydroxide) through a process called nixtamalization. This process enhances the nutritional value and flavor of corn. Industrial corn tortillas are a staple in Mexican cuisine, known for their distinct corn flavor and slightly firmer texture compared to flour tortillas.

Figure 1: Tortilla Market, by type, 2023 & 2032 (USD Million)

Source: Secondary Research, Primary Research, MRFR Database and Analyst Review

Tortilla Processing Type Insights

Based on Processing Type, the Tortilla Market has been segmented into Fresh and Frozen. The fresh segment accounted for the largest market share of 72.91% in 2023 and is likely to register a CAGR of 4.28% during the projected period. Fresh tortillas are a fundamental component of many cuisines worldwide, particularly in regions like Latin America and the southwestern United States, where they serve as a staple food item. These tortillas are typically made with simple ingredients such as corn or wheat flour, water, salt, and sometimes fat, depending on regional variations and preferences. What distinguishes fresh tortillas is their immediate availability and soft, pliable texture, which enhances their versatility in various culinary applications. The production process for fresh tortillas often involves traditional methods such as hand-pressing or machine-pressing dough balls into thin, round shapes, which are then cooked on a hot griddle or Comal. These tortillas are then promptly distributed to grocery stores, restaurants, and households, ensuring consumers can enjoy them at their peak freshness.

Figure 2: Tortilla Market, by processing type, 2023 & 2032 (USD Million)

Source: Secondary Research, Primary Research, MRFR Database and Analyst Review

Tortilla Product Type Insights

Based on Product Type, the Tortilla Market has been segmented into tortilla mix, pre-cooked tortilla, tostadas, tortilla chips, taco shell, and others. The tostadas segment is expected to witness the highest growth and is likely to register a CAGR of 7.16% during the projected period. Tostadas are a popular type of tortilla product and are versatile and beloved in Mexican cuisine. Essentially a fried or toasted version of the traditional tortilla, tostadas offer a crispy and sturdy base for a variety of toppings. Their preparation begins with a simple corn tortilla, which is either deep-fried or baked until it achieves a golden, crunchy texture. This transformation enhances the tortilla’s flavor and provides a satisfying crunch, making it a perfect vessel for an array of savory ingredients. The simplicity of tostadas belies their culinary versatility. They serve as a canvas for an infinite variety of toppings, ranging from refried beans, shredded chicken, and beef to fresh seafood like ceviche. Vegetables, lettuce, avocado, cheese, salsa, and sour cream often complete the ensemble, creating a harmonious balance of flavors and textures. The crispiness of the tostada contrasts beautifully with the softness of the toppings, offering a delightful eating experience with each bite. Tostadas are not only a testament to the ingenuity of Mexican cuisine but also an excellent example of how traditional foods can be adapted to modern tastes and lifestyles.

Figure 3: Tortilla Market, by product type, 2023 & 2032 (USD Million)

Source: Secondary Research, Primary Research, MRFR Database and Analyst Review

Tortilla Nature Insights

Based on Nature, the Tortilla Market has been segmented into organic and conventional. The conventional segment accounted for the 74.13% market share of in 2023 and is likely to register a CAGR of 3.98% during the projected period. The organic segment will likely register the highest CAGR of 5.56% during the projected period. The organic tortilla industry segment has experienced a notable surge in recent years, driven primarily by increasing consumer awareness regarding health and sustainability. Organic tortillas are produced from ingredients that are grown without the use of synthetic pesticides, fertilizers, or genetically modified organisms (GMOs). This segment appeals to health-conscious consumers who prioritize natural and minimally processed food options. One of the key drivers behind the growth of the organic market of tortilla is the rising demand for organic products due to concerns about the potential health risks associated with chemical residues in conventional farming practices. Consumers are becoming more discerning about the quality and safety of the food they consume, leading to a shift towards organic alternatives. Additionally, there is a growing preference for organic tortillas among environmentally conscious consumers who are concerned about the impact of conventional farming methods on soil health, water quality, and biodiversity.

Figure 4: Tortilla Market, by nature, 2023 & 2032 (USD Million)

Source: Secondary Research, Primary Research, MRFR Database and Analyst Review

Tortilla Source Insights

Based on Source, the Tortilla Market has been segmented into Corn and Wheat. The corn segment accounted for the 67.95% market share of in 2023 and is likely to register a CAGR of 4.54% during the projected period. Corn tortillas are a staple in many Latin American cuisines, particularly in Mexico, where they have been a dietary staple for thousands of years. Made primarily from masa harina, a type of corn flour, corn tortillas offer a distinct flavor and texture that is cherished by many. The process of making corn tortillas involves nixtamalization, where dried maize is soaked and cooked in an alkaline solution, usually lime water, which enhances its nutritional value and flavor. After this process, the corn is ground into masa, which is then used to make tortillas. One of the key characteristics of corn tortillas is their versatility. They can be used in a wide range of dishes, from tacos and Enchilada to tostadas and quesadillas.

Figure 5: Tortilla Market, by source, 2023 & 2032 (USD Million)

Source: Secondary Research, Primary Research, MRFR Database and Analyst Review

Tortilla Category Insights

Based on Category, the Tortilla Market has been segmented into standard/regular, and gluten-free. The standard/regular segment accounted for the market share of 76.57% in 2023 and is likely to register a CAGR of 4.30% during the projected period. The standard/regular tortilla is typically prepared from corn or wheat and serves as a versatile base for a range of dishes. Corn tortillas are rooted deeply in ancient Mesoamerica culture, and are traditionally crafted from masa harina, a specially treated corn flour that gives them their distinctive flavor and texture. Wheat tortillas, on the other hand, have a softer, more pliable texture and are a staple in northern Mexico and the southwestern US. Whether tortillas are folded around savory fillings in tacos, rolled into Enchilada, or used as a wrap in modern fusion cuisine, their role is both foundational and flexible. The texture of a well-made tortilla, whether slightly chewy or delicately crisped on the edges, complements an array of fillings and toppings, from rich, slow-cooked meats to fresh, vibrant vegetables and tangy salsas.

Figure 6: Tortilla Market, by category, 2023 & 2032 (USD Million)

Source: Secondary Research, Primary Research, MRFR Database and Analyst Review

Tortilla Distribution Channel Insights

Based on Distribution Channel, the Tortilla Market has been segmented into B2B, and B2C. The B2B segment accounted for the market share of 50.67% in 2023 and is likely to register a CAGR of 4.06% during the projected period. The B2B mode of distribution in the tortilla industry is a critical segment that significantly impacts the overall supply chain and market dynamics. This distribution channel involves the sale of tortillas from manufacturers to other businesses, such as restaurants, hotels, catering services, and food retailers, which then resell or use the tortillas in their offerings. This mode is essential for ensuring a consistent and large-scale supply of tortillas to various points of consumption. The primary advantage of the B2B distribution channel is its ability to handle bulk orders efficiently, ensuring that large quantities of tortillas are delivered timely and with minimal logistical disruptions.

Figure 7: Tortilla Market, by distribution channel, 2023 & 2032 (USD Million)

Source: Secondary Research, Primary Research, MRFR Database and Analyst Review

Tortilla Regional Insights

By Region, the study segments the market into North America, Europe, Asia Pacific, Middle East & Africa, and South America. North America Tortilla market accounts for the largest market share 73.04% in 2023 and is expected to exhibit a 4.17% CAGR. The North American market of tortilla stands at the intersection of tradition and innovation, reflecting a dynamic landscape shaped by cultural heritage and evolving consumer preferences. With a market size of over $23.4 billion, it remains a cornerstone of the region's culinary identity, driven primarily by the United States, Mexico, and Canada. While traditional corn tortillas continue to enjoy steadfast popularity, the market has witnessed a surge in demand for wheat-based tortillas, spurred by their versatility and adaptability to a variety of cuisines.

Figure 8: Tortilla Market, by region, 2023 & 2032 (USD Million)

Source: Secondary Research, Primary Research, MRFR Database and Analyst Review

The tortilla market in Europe has witnessed significant growth in recent years, driven by several key factors. Firstly, the increasing multiculturalism and globalization have led to a rise in the demand for diverse cuisines, including Mexican and Tex-Mex dishes, where tortillas serve as a staple ingredient. Moreover, the growing popularity of convenience foods and snacks has further fueled the demand for tortilla products across the region. Manufacturers have capitalized on this trend by introducing a variety of tortilla-based snacks, such as tortilla chips and wraps, catering to the evolving preferences of European consumers.

The Asia Pacific tortilla market has witnessed significant growth in recent years, primarily driven by the increasing popularity of Mexican cuisine, growing urbanization, and changing consumer preferences towards healthier alternatives. The region's tortilla industry encompasses various types, including corn tortillas, flour tortillas, and specialty tortillas, each catering to diverse consumer tastes and preferences. Key players in the market are constantly innovating to introduce new flavors, textures, and healthier ingredients to capture a larger market share. Additionally, the rising trend of home cooking and the availability of ready-to-eat tortilla products further fuel market growth.

The South American tortilla industry is a diverse and dynamic landscape shaped by unique regional preferences, cultural influences, and economic factors. Unlike Mexico, where corn tortillas dominate, South America showcases a blend of corn and wheat-based tortillas, reflecting the continent's varied culinary traditions and consumption habits.

The Middle East and Africa (MEA) tortilla market is experiencing dynamic growth, primarily driven by evolving consumer preferences, urbanization, and increasing adoption of Western food trends. While traditionally not a staple in MEA diets, tortillas are gaining popularity due to their versatility, convenience, and perceived health benefits. The market is witnessing a shift in consumption patterns, with a growing demand for Mexican and Tex-Mex cuisine across the region.

Further, the major countries studied are: The U.S, Canada, Mexico, Germany, France, UK, Spain, Italy, China, India, Japan, South Korea, Australia & New Zealand, Brazil, Argentina, Turkey.

Tortilla Key Market Players & Competitive Insights

The Tortilla Market is characterized by the presence of many global, regional, and local vendors. The market is highly competitive, with all the players competing to gain maximum market share. Intense competition, frequent changes in government policies, and regulations are key factors that impact market growth. The vendors compete based on cost, product quality, reliability, and aftermarket services. The vendors must provide cost-efficient and high-quality tortilla to sustain their presence in an intensely competitive market environment. Furthermore, the gluten-free trend has gained significant traction, driven by the rising prevalence of gluten intolerance and preferences for gluten-free diets. Manufacturers are responding by developing gluten-free tortilla varieties, expanding their market reach to cater to this specific consumer segment. The shift towards whole grains, multigrains, and gluten-free ingredients in tortillas reflects a broader consumer movement towards healthier eating habits. This trend presents significant opportunities for manufacturers to innovate and expand their product lines, meeting the evolving needs and preferences of health-conscious consumers worldwide.

Key Companies in the Tortilla market include

• Paulig Group (Finland)


• Signature Flatbreads Ltd (London)


• General Mills Inc. (USA)


• Grupo Bimbo S.A.B. de C.V. (Mexico)


• Tyson Foods Inc (US)


• GRUMA S.A.B. DE C.V (Mexico)


• Dona Cholita (Australia)


• Aranda’s Tortilla Company Inc. (US)


• PepsiCo Inc. (US)


• Ole Mexican Foods Inc. (Georgia)


• Easy Foods Inc. (US)


• Catallia Mexican Foods (US)


• La Tortilleria (Australia)

Tortilla Industry Developments

February 2024: The Company has announced a new partnership with Paniflower and Bat Agrar to significantly reduce the climate impact of the wheat used in its tortillas by 35%.

October 2023: Paulig has launched a new line of Santa Maria tortillas with up to 50% lower climate impact compared to their standard tortillas.

Tortilla Market Segmentation

Tortilla Type Outlook

• Industrial


• Artisanal

Tortilla Processing Type Outlook

• Fresh


• Frozen

Tortilla Product Type Outlook

• Tortilla mix


• Pre-cooked tortilla


• Tostadas


• Tortilla chips


• Taco shell


• Others

Tortilla Nature Outlook

• Organic


• Conventional

Tortilla Source Outlook

• Corn


• Wheat

Tortilla Category Outlook

• Standard/regular


• Gluten-free

Tortilla Distribution Channel Outlook

• B2B


• B2C

Tortilla Regional Outlook

• North America
  
  
  
  • US
  
  
  • Canada
  
  
  • Mexico
  
  
  
  


• Europe
  
  
  
  • Netherlands
  
  
  • Germany
  
  
  • France
  
  
  • UK
  
  
  • Spain
  
  
  • Italy
  
  
  • Rest of Europe
  
  
  
  


• Asia-Pacific
  
  
  
  • China
  
  
  • India
  
  
  • Japan
  
  
  • South Korea
  
  
  • Australia & New Zealand
  
  
  • Thailand
  
  
  • Rest of Asia-Pacific
  
  
  
  


• South America
  
  
  
  • Brazil
  
  
  • Argentina
  
  
  • Rest of South America
  
  
  
  


• Middle East & Africa
  
  
  
  • GCC Countries
  
  
  • Turkey
  
  
  • Northern Africa
  
  
  • Southern Africa