Tortilla Market to Grow at a 4.41% CAGR During the Forecast Period 2023-2032

Market Research Future (MRFR) has published on the “Global Tortilla Market”.

Market Synopsis

According to the MRFR analysis, the global tortilla market was valued at USD 45,196.34 million in 2023 and is projected to reach USD 66,464.53 million by 2032 at a CAGR of 4.41%.

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 global tortilla market.

COVID-19 Impact on the Tortilla Market

The COVID-19 pandemic has impacted the tortilla market. According to MRFR analyst, 77% of consumers chose differently when buying groceries in can 2020, up six points from April. This shift highlights how the pandemic has reshaped purchasing patterns, driven by concerns over health, safety, and economic stability. Initially, the uncertainty and fear surrounding the virus led to panic buying and stockpiling of essential goods, including tortillas, which are versatile and have a relatively long shelf life. This behavior caused a temporary surge in demand, with consumers seeking to minimize trips to the store and ensure they had sufficient supplies at home. 

In addition, many people working from home and restaurants closed or operating at limited capacities, there was an increase in home cooking. Tortillas became a popular preference for their convenience and flexibility in numerous recipes, from wraps to self-made Mexican dishes. This shift closer to home-organized meals contributed to an upward thrust in retail sales of tortillas, while the meals service quarter saw a decline. Moreover, monetary uncertainty led customers to be extra financially conscious. This heightened price sensitivity stimulated buying selections, with many choosing shop brands or fee packs to stretch their dollars in addition. 

The financial effect of the pandemic also brought on a greater emphasis on reducing meal waste. Additionally, health and wellness concerns gained prominence, with consumers seeking products perceived as healthier. Tortillas made from whole grains or with added nutrients saw growing interest as people became more health conscious. The shift to online grocery shopping also surged, with many consumers preferring the convenience and safety of having groceries delivered. This trend led tortilla manufacturers and retailers to bolster their e-commerce capabilities and ensure their products were available online.

Competitive Landscape

The Tortilla market is driven by several key factors, including changing dietary preferences, demographic shifts, and global culinary trends. As consumer lifestyles become increasingly fast-paced, the demand for convenient and versatile food options like tortillas has surged. This trend is bolstered by the rising popularity of Mexican and Latin American cuisines worldwide, where tortillas play a central role in dishes such as tacos, burritos, and wraps. Health considerations play a crucial role in shaping the Tortilla market. With an increasing preference for healthier eating options, there is a notable shift towards tortillas made from whole grains, multigrain, and gluten-free ingredients. The key players operating in the global tortilla market comprise 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) among others.

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Segmentation

By Type

1. Industrial: 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.


2. Artisanal: Artisanal tortillas represent a return to traditional methods and ingredients, emphasizing quality and authenticity over mass production. These tortillas are often made using nixtamalization, an ancient process where dried maize kernels are soaked and cooked in an alkaline solution, usually limewater, then hulled, ground, and formed into dough known as masa. This method not only enhances the nutritional profile of the maize by increasing its bioavailability of niacin and other nutrients but also imparts a unique flavor and texture that is highly prized. Artisanal tortillas typically feature non-GMO, heirloom corn varieties, which are ground on stone mills, lending a distinctively coarse texture and robust, earthy flavor that commercial tortillas often lack.

By Processing Type

1. Fresh: 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.


2. Frozen: Frozen tortillas represent a convenient alternative for consumers seeking longer-lasting options without compromising taste or quality. These tortillas undergo a similar production process to their fresh counterparts, with dough pressed into thin rounds before being quickly frozen to preserve their texture and flavor. Unlike fresh tortillas, which have a short shelf life, frozen tortillas can be stored for extended periods without significant degradation, making them a practical choice for households and food service establishments alike. The freezing process halts microbial activity and enzymatic reactions, effectively preserving the freshness of the tortillas until they are ready to be used. This extended shelf life allows manufacturers to distribute frozen tortillas to a broader geographic area, catering to consumers who do not have access to freshly made alternatives.

By Product Type

1. Tortilla mix: Tortilla mix plays a crucial role in the creation of tortillas, serving as the foundation for both homemade and commercial varieties. This versatile segment encompasses a range of flour and masa mixes, providing convenience for consumers who enjoy making tortillas from scratch. The availability of these mixes caters to both traditional and contemporary culinary preferences, allowing for customization in flavor, texture, and thickness. Manufacturers of tortilla mixes often innovate by incorporating various grains and spices, enhancing the taste and nutritional profile of the final product. This aligns with the increasing demand for healthier food options, as consumers become more conscious of their dietary choices.


2. Pre-cooked tortilla: Pre-cooked tortillas are a popular convenience-oriented product designed to reduce preparation time for consumers. This segment primarily targets busy households and food service establishments that seek quick and easy meal solutions. These tortillas undergo partial cooking before packaging, allowing them to be reheated and used in a variety of dishes with minimal effort. Available in various sizes and shapes—including round, square, and rectangular—pre-cooked tortillas cater to different culinary applications such as tacos, quesadillas, and wraps, making them versatile for numerous recipes. Manufacturers emphasize maintaining the freshness and flexibility of these tortillas to ensure an optimal texture and taste upon reheating. This focus on quality is crucial, as the consumer’s experience largely depends on the product's ability to mimic the taste and feel of freshly made tortillas.


3. Tostadas: 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.


4. Tortilla chips: Tortilla chips have emerged as a widely favored snack, delighting consumers with their crispy texture and savory flavor. Originating from fried or baked tortilla strips, these chips are available in a broad range of varieties, from classic corn-based options to more contemporary multigrain and vegetable-infused versions. This diversity caters to the evolving palates of snack enthusiasts globally. The market for tortilla chips thrives on continuous product innovation and flavor diversification, responding adeptly to the shifting preferences and dietary trends of consumers. Health-conscious individuals drive the demand for tortilla chips made with natural ingredients and characterized by low levels of sodium and saturated fats. This trend underscores the increasing consumer inclination toward healthier snack alternatives.


5. Taco shell: Taco shells are a specific type of tortilla that has been shaped and cooked to create a crispy vessel ideal for holding various fillings in tacos. Traditionally made from corn masa dough, taco shells are formed into a U-shape and then fried or baked until they become golden and crunchy. This preparation method not only enhances their texture but also provides a sturdy structure capable of containing savory meats, vegetables, cheeses, and sauces without collapsing or becoming soggy. The process of making taco shells starts with grinding dried corn kernels into masa harina, a special corn flour used to make tortillas. Water is added to the masa harina to form a dough, which is then flattened and shaped into thin discs. These discs are heated on a comal or fried in oil until they turn into pliable tortillas.


6. Others: Quesadillas, Enchilada, chilaquiles, and others are considered for the analysis of other segments that are popular staples, each utilizing tortillas in distinct ways. Quesadillas are typically made by filling a tortilla, usually a flour or corn variety, with cheese and other ingredients like meats, vegetables, and spices, then folding it in half and grilling or frying until the cheese is melted and the tortilla is crisp. They offer a versatile, quick meal option that can be customized to suit various tastes. Enchilada involves rolling tortillas around a filling, which can include meats, cheese, beans, or vegetables, and then baking them in a savory sauce, often made from chili peppers. Corn tortillas are traditionally used for Enchilada due to their ability to absorb the rich, flavorful sauces without becoming overly soggy. This dish is known for its complex layers of flavor and can be adapted with different sauces like red chili, green chili, or mole. Chilaquiles, a traditional Mexican breakfast dish, consists of corn tortilla pieces that are lightly fried and then simmered in a red or green salsa. They are typically topped with cheese, crema, and sometimes a fried egg or shredded chicken. The key to chilaquiles lies in the balance between the crispy tortilla texture and the rich, tangy salsa, making it a hearty and satisfying meal.

By Nature

1. Organic: The organic tortilla market 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 tortilla market 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.


2. Conventional: The conventional tortilla market segment remains a dominant force in the global tortilla market, accounting for a significant share of overall sales. Conventional tortillas are made from ingredients that include conventionally grown grains such as corn or wheat, often utilizing synthetic pesticides and fertilizers in their production. Despite the growing popularity of organic alternatives, conventional tortillas continue to appeal to a wide range of consumers due to their affordability and widespread availability. One of the primary drivers behind the continued dominance of the conventional tortilla market segment is its affordability compared to its organic counterparts. Conventional tortillas are typically priced lower than organic options, making them more accessible to budget-conscious consumers and those who prioritize cost savings over organic certification.

By Source

1. Corn: 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.


2. Wheat: Wheat tortillas, also known as flour tortillas, have a long history in Mexican cuisine and are believed to have originated in Northern Mexico, where wheat was more abundant than corn. Unlike corn tortillas, which are made from masa harina, wheat tortillas are made from wheat flour, water, fat, and salt. The use of wheat flour gives these tortillas a softer texture and milder flavor compared to their corn counterparts. One of the defining characteristics of wheat tortillas is their flexibility. They are pliable and easy to fold, which makes them ideal for wrapping around various fillings, such as grilled meats, vegetables, and cheeses. This flexibility has contributed to the popularity of wheat tortillas in dishes like burritos, fajitas, and wraps, both in traditional Mexican cuisine and in fusion dishes around the world. Wheat tortillas also offer versatility in terms of flavor and texture. They can be made with different types of wheat flour, such as whole wheat or white flour, which can alter their nutritional profile and taste.

By Category

1. Standard/regular: 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.


2. Gluten-free: Gluten-free tortillas have emerged as a significant segment within the global tortilla market, catering to a growing consumer base seeking alternatives to traditional wheat-based products. This segment has witnessed robust growth driven by the increasing prevalence of gluten intolerance and celiac disease, coupled with rising consumer awareness regarding the health benefits of gluten-free diets. Moreover, the expanding market for gluten-free products extends beyond individuals with gluten-related disorders, as many consumers perceive gluten-free diets as healthier and more conducive to their overall well-being. The gluten-free tortilla market has witnessed innovation in product formulations, with manufacturers utilizing alternative flours such as corn, rice, almond, and chickpea to create gluten-free variants without compromising on taste or texture.

By Distribution Channel

1. B2B: The B2B mode of distribution in the global tortilla market 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. This efficiency is crucial for businesses that depend on a steady supply of tortillas to meet consumer demand, particularly in regions where tortillas are a staple food or an integral part of the cuisine.


2. B2C: The Business-to-Consumer (B2C) mode of distribution is a critical channel in the global tortilla market, facilitating direct sales from producers to end consumers. For the analysis of the B2C mode supermarkets, online marketplaces, and specialty food shops have been considered, these modes of distribution focus on reaching a broad and diverse consumer base. The significance of the B2C channel in the global tortilla market is underscored by its ability to cater to the increasing demand for convenience and variety among consumers. Physical retail stores, such as supermarkets and hypermarkets, remain pivotal as they provide instant access to products, allowing consumers to select from a wide range of tortilla brands and types, including traditional corn and flour tortillas, as well as innovative variations like low-carb or gluten-free options.

By Regional

1. 
   

   North America: In recent years, health consciousness has emerged as a pivotal trend reshaping consumer behavior within the North America tortilla market. This shift is evident in the rising preference for whole grain and gluten-free variants, driven by heightened awareness of dietary choices and nutritional value. Manufacturers have responded by reformulating their products to cater to these preferences, incorporating ancient grains like quinoa and amaranth, as well as exploring alternative flours such as almonds and coconut. Additionally, the emphasis on clean-label ingredients has prompted a move towards natural, organic, and non-GMO formulations, aligning with the growing demand for transparent and sustainable food practices. The evolving consumer palate, characterized by a growing affinity for diverse flavor profiles and culinary experiences, has propelled innovation within the North America tortilla market. Fusion cuisine, blending traditional Mexican flavors with global influences, has gained traction, driving the introduction of novel varieties such as chipotle-infused, spinach-enhanced, and sriracha-laced tortillas.

   
   


2. 
   

   Europe: Europe is poised to create an absolute dollar opportunity worth USD 2,578.71 million by 2032 over 2023. The tortilla market in Europe has witnessed significant growth in recent years, driven by several key factors. Primarily, increasing multiculturalism and globalization have led to a rise in the demand for diverse cuisines, 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 Europe consumers. In addition to changing consumer preferences, the market dynamics have been shaped by the rise of health-consciousness among Europe consumers. With an increasing focus on healthier eating habits, there has been a growing demand for whole-grain and gluten-free tortilla products. Manufacturers have responded to this trend by offering a wide range of healthier alternatives, incorporating ingredients such as quinoa, chia seeds, and whole wheat flour into their tortilla formulations.

   
   


3. 
   

   Asia-Pacific: The region's tortilla market 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 primary driver propelling the growth of the Asia Pacific tortilla market is the increasing acceptance and consumption of Mexican cuisine across the region. As consumers become more adventurous with their food choices, Mexican dishes have gained popularity, driving the demand for tortillas.

   
   


4. 
   

   South America: The South America tortilla market 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. In countries like Colombia, Venezuela, and Peru, corn-based tortillas hold sway, deeply rooted in indigenous culinary traditions. Corn tortillas are integral to dishes such as Colombian arepas, Venezuelan cachapas, and Peruvian tamales. Conversely, in nations like Brazil and Argentina, wheat-based tortillas are more prevalent due to historical influences and dietary preferences, especially in dishes like Brazilian tapiocas and Argentine empanadas. Economic conditions play a pivotal role in shaping the South America tortilla market. Urbanization, rising disposable incomes, and changing lifestyles drive demand for convenient food options, leading to an increased consumption of tortillas, especially in urban centers.

   
   


5. 
   

   Middle East & Africa: 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. In the Middle East, particularly in countries like the United Arab Emirates (UAE), Saudi Arabia, and Qatar, the tortilla market is expanding rapidly, fueled by a burgeoning expatriate population and a rising appetite for international cuisine. Mexican restaurants and fast-food chains are gaining traction in urban centers, catering to the demand for authentic tortilla-based dishes such as tacos, burritos, and quesadillas.