US Tortilla Market - Forecasts from 2023 to 2028

The United States tortilla market is anticipated is projected to grow at a CAGR of 5.02% during the forecast period, reaching a market size of US$28.556 billion in 2028 from US$20.262 billion in 2021.

There are different types of tortillas, such as wheat flour tortillas, which are typically filled with various fillings, such as beef, chopped potatoes, fried beans, cheese, and spicy sauces, and are used in various dishes, such as fajitas, huge burritos, and chimichangas, and others. In addition, flour tortillas are available in a variety of flavors, tastes, and types, and are easier and softer to roll, hence, finding widespread use in both commercial kitchens and households. Taking advantage of this increasing demand for tortillas, aided by the increasing awareness regarding its health benefits, market players are undertaking various strategic actions to further increase their market presence. Thus, with increasing investments of market participants to develop novel products as well as to capture larger market shares, the domestic tortilla market is expected to grow exponentially during the forecast period.

The United States tortilla market is driven by increasing health awareness and new product launches.

The primary force behind the expansion of the U.S. tortilla business is the increased awareness of its health benefits. Contrary to other food products, such as bread or cereals, tortillas are a great source of fiber because these do not contain any extra chemicals and also aid to improve gastrointestinal functions in the body. Because of this, tortillas can successfully substitute white bread and other items that are causing obesity rates to rise. According to the Centers for Disease Control and Prevention report in 2021, the prevalence of obesity in the US was 41.9% in the time period from 2017 to March 2020. This prevalence was highest among non-Hispanic Black adults (49.9%), followed by Hispanic adults (45.6%), non-Hispanic White adults (41.4%), and non-Hispanic Asian adults (16.1%). As a result, it has become crucial to address concerns about obesity and high BMI, which shows the rising demand for goods that are both healthy and effective at reducing obesity prevalence. Tortillas are not only tasty and low in fat, but they also contain a lot of folic acids. This vitamin promotes healthier skin, hair, and nails, and it is especially important for expecting mothers since it helps the fetus's nervous system develop.

Moreover, it is one of the staple foods for the Hispanic community. As of July 2021, the United States Hispanic population accounted for 18.9% of the overall population a rise of 0.6% from 2018, making the population of Hispanic descent the country's largest ethnic or racial minority. The increase in the Hispanic population in the United States is also anticipated to boost the tortilla market.

Key Developments

• In July 2021, Tortilla King, a leading Midwest manufacturer, and distributor of flour and corn tortillas, announced a massive investment, meant for its expansion, from the Flagship Food Group. With the acquisition, Flagship aims to solidify its position as one of the leading and largest privately held food companies in the nation.
• PepsiCo launched Keto-Friendly tortilla chips in March 2021 under the Hilo Life brand. To cater to consumers who are interested in keto and low-carb diets, PepsiCo's Hive accelerator has produced a tortilla chip based on almond flour.
• In October 2021, The CHI-CHI® made a brand-new Street Style Tortillas launch announcement. Due to their smaller size, these tasty tortillas are ideal addition to any well-stocked pantry. Small and soft CHI-CHI'S® Street Taco Style tortillas can be eaten straight from the bag or added to a variety of recipes, such as quesadillas, hand-held pizzas, small tacos and taco cups, and more.

Based on product type, the United States tortilla market is expected to witness positive growth in taco shells.

Because of current culinary trends, the taco shell business is booming. These are often utilized in both conventional and fusion cuisines in the food truck culture of the United States. Additional market drivers include fast-paced lives and an increase in junk food consumption. Several companies have launched innovative products and collaborated with other food companies that have broadened the market size. In October 2021, Ortega, a major brand of Mexican cuisine items such as taco kits, taco shells, Mexican seasoning, and the number-one selling variation of taco sauce in the United States, debuted a new edition of Ortega Mini Taco Slider Shells. Ortega Mini Taco Slider Shells are a three-bite, exciting way to enjoy tacos in a variety of settings. Each package contains 18 miniature taco shells and is available at Walmart stores nationwide. Furthermore, in October 2022, Taco Bell's signature Crunchy Taco shell and New York-based confectionery company Milk Bar's renowned truffles united to produce the all-new Strawberry Bell Truffle.

Furthermore, the Real Good Food Company, a frozen food firm, revealed that their latest offering, crispy chicken shell tacos, was launched in Walmart stores across the country beginning in May 2022. Crispy chicken shell tortillas are offered in three distinct varieties at about 3,500 Walmart locations nationwide. Real Good Foods' healthy tacos, unlike typical tacos, are cooked with chicken and cheese rather than artificial flour or cereals.

Market Segmentation

By Product Type

• Tostadas
• Taco Shells
• Corn Tortilla
• Flour Tortilla
• Tortilla Chips

By Source Type

• Corn
• Wheat

By Processing Type

• Fresh
• Frozen

By Distribution Channel

• Online

• Offline
  • Restaurants
  • Supermarkets
  • Others

By Region

• West
• South Central
• North East
• North Central
• South East