Tortilla Sales Market Size, Growth

Tortilla Sales Market Overview

The Tortilla Sales Market size was valued at USD 43667.43 million in 2024 and is expected to reach USD 46506.86 million by 2033, growing at a CAGR of 3.2% from 2025 to 2033.

The tortilla sales market is witnessing robust global growth driven by increased consumer preference for ethnic foods, rising health consciousness, and expanding foodservice outlets. In 2023, over 120 billion tortillas were consumed globally, with the United States alone accounting for approximately 44% of total consumption. Tortillas have overtaken traditional bread as the second most popular bakery product in North America. In Mexico, the per capita tortilla consumption reached 74 kg in 2023, indicating deep-rooted cultural dependence on this staple.

Worldwide, more than 65% of tortilla production is commercialized through supermarkets and hypermarkets, while the foodservice sector accounts for nearly 20% of total sales. The growing popularity of plant-based and gluten-free diets has further fueled demand for corn-based and organic tortillas, which together represented over 30% of market volume in 2024. New variants such as low-carb tortillas and flavored wraps are increasingly adopted across fitness-conscious demographics in urban regions.

The market is also being shaped by technological innovations in packaging, extended shelf-life, and refrigerated delivery services. Furthermore, the online retail segment, accounting for 12% of global tortilla sales in 2024, is expanding due to increased e-commerce penetration and improved logistics. Regional manufacturing clusters in Latin America, North America, and parts of Asia have contributed significantly to maintaining a stable supply chain in this high-volume market.

Key Findings

DRIVER: Rising consumption of ethnic and healthy foods among millennials and Gen Z.

COUNTRY/REGION: United States with over 48 million households consuming tortillas in 2024.

SEGMENT: Corn tortillas dominated the market with more than 58% volume share in 2024.

Tortilla Sales Market Trends

In 2023 and 2024, several emerging trends have significantly influenced the tortilla sales market. One of the most prominent trends is the increasing demand for gluten-free and organic products. According to industry estimates, organic tortilla sales grew by 14% year-over-year in 2023, with health-conscious consumers driving this surge. Additionally, corn tortillas, perceived as more natural and fiber-rich, outsold flour tortillas by a margin of 6.3 billion units globally in 2024. Flavor innovation has been another major trend. More than 30 new tortilla flavors—including spinach, sun-dried tomato, jalapeño, and multigrain—were launched across major supermarket chains globally during 2023 alone. Furthermore, premiumization of products through artisan production and stone-ground processing techniques is gaining popularity, especially in developed markets such as Canada and Germany. Private labels have expanded their presence significantly, particularly in Europe and Latin America. In Spain, private-label tortillas accounted for 42% of total supermarket sales in 2024. Brands have also heavily invested in visual branding and resealable eco-packaging, with sustainable packaging solutions contributing to 21% of all new tortilla launches. Convenience and on-the-go consumption formats have become increasingly dominant. Wraps and mini tortillas targeted at lunch-box users, fitness segments, and food trucks have seen a 19% rise in unit sales in 2024 compared to 2022. Retailers have also recorded an uptick in combo products such as tortilla meal kits and wrap platters.

Tortilla Sales Market Dynamics

The dynamics of the tortilla sales market are driven by a complex interplay of evolving consumer preferences, supply chain developments, regional dietary trends, and competitive product innovations. In recent years, rising demand for ethnic foods, healthier meal options, and convenient formats has substantially influenced market movement. In 2024, over 44% of global households reported weekly tortilla consumption, a notable rise from 38% in 2021, reflecting changing meal habits in both developed and emerging economies.

DRIVER

Rising demand for ethnic and health-conscious foods

Increased global exposure to Latin American cuisine has elevated tortillas from a regional staple to a global culinary product. In 2023, over 62% of new restaurant menus in the U.S. included at least one tortilla-based dish. The rise in vegetarian and vegan diets has promoted corn tortillas, which contain zero cholesterol and up to 3.5g of dietary fiber per serving. Supermarkets in urban India, China, and the UAE have begun stocking imported and locally manufactured tortillas in response to a growing urban expatriate population and interest in international cuisines.

RESTRAINT

Competition from alternative flatbreads and wraps

Despite its global appeal, the tortilla market faces increasing competition from alternative flatbreads such as pita, naan, lavash, and roti, particularly in Middle Eastern, Indian, and Mediterranean markets. In 2024, pita bread recorded a 9% growth in Europe, directly eating into tortilla shelf space in supermarkets. Additionally, flour tortillas often come under scrutiny for high sodium and preservative content, resulting in hesitancy among older and hypertensive demographics.

OPPORTUNITY

Expansion of private-label and artisanal tortilla lines

Private-label brands are increasingly investing in premium tortilla lines, targeting health-focused and gourmet consumers. In Germany and France, artisanal tortillas made with ancient grains such as quinoa and amaranth grew by 23% in 2023. The emergence of refrigerated, ready-to-eat meal kits and frozen tortilla products in Japan and South Korea offers untapped expansion potential for manufacturers aiming to diversify portfolios.

CHALLENGE

Rising input and logistics costs in raw material supply

The market faces significant operational challenges due to fluctuating prices in corn, wheat, and packaging materials. In 2024, the average price of corn increased by 12.7% globally due to droughts in the U.S. Midwest and parts of Brazil. Moreover, global freight costs for frozen tortilla shipments surged by 18% due to energy price hikes and regulatory constraints, limiting profit margins for exporters and smaller manufacturers.

Tortilla Sales Market Segmentation

The tortilla market is segmented by type and by application, catering to a wide variety of consumer needs and distribution channels.

By Type

Organic: Organic tortillas made from non-GMO corn or whole wheat are in high demand among consumers seeking clean-label and sustainable options. In 2023, organic tortillas accounted for 18% of supermarket shelf space in the U.S. and were present in over 17,000 retail outlets globally. Their popularity is especially strong in Canada, Germany, and Australia, where health certifications influence buyer preferences. These tortillas often command a price premium of 20%–25% over conventional types.
Conventional: Conventional tortillas remain the dominant type, with more than 82% of all tortilla sales by volume in 2024. These are largely made using refined wheat flour or hybrid corn varieties, offering mass-market affordability and widespread availability. In Latin America, particularly in Mexico, conventional tortillas are produced using nixtamalization techniques in over 25,000 tortilla factories, generating daily output volumes exceeding 400 million units.

By Application

Supermarket: Over 53% of all tortilla sales in 2024 occurred through supermarket chains globally. Chains in North America and Europe stock over 150 tortilla SKUs on average, including plain, flavored, and whole-grain variants. Refrigerated shelves and in-store bakeries have further boosted sales.
Convenience Stores: Convenience stores are responsible for 16% of total tortilla distribution in urban markets. In Japan and Thailand, individually wrapped mini tortillas and wraps are now sold in over 9,000 convenience locations, with single-unit SKUs driving high-margin impulse sales.
Food & Drink Specialty Stores: These stores cater to gourmet and ethnic food lovers. In 2024, over 2,500 specialty stores in the EU stocked artisan tortillas and imported Mexican brands, contributing to a 13% year-over-year increase in specialty tortilla product sales.
Online Retailing: The online segment grew to represent 12% of global tortilla transactions by volume in 2024. Subscription services and bulk-order discounts on platforms in the U.S., UK, and India have accelerated this growth, with an estimated 6.1 million households purchasing tortillas online monthly.
Others: Institutional channels such as school cafeterias, airlines, and military mess facilities account for 7% of tortilla consumption globally. In 2024, over 45 million tortillas were consumed across university campuses in the U.S. alone.

Regional Outlook for the Tortilla Sales Market

The regional outlook of the tortilla sales market highlights strong consumption patterns in North America, emerging trends in Europe and Asia-Pacific, and gradually expanding adoption in the Middle East & Africa. Each region reflects unique consumer behavior, product preferences, and distribution strategies that shape overall market performance.

North America

North America remains the strongest market, with the U.S. consuming over 23 billion tortillas in 2024. Over 48 million households include tortillas in weekly meal plans. Mexico continues to be the largest consumer per capita, with over 74 kg per person annually. Canada’s demand is rising, especially in Toronto and Vancouver, where multicultural demographics drive tortilla consumption through restaurants and meal kits.

Europe

The European market has expanded significantly, especially in Germany, the UK, and France. In 2024, Germany imported over 24,000 metric tons of tortillas, a 15% increase over 2022. The UK saw tortilla wrap consumption grow by 18%, driven by the popularity of Tex-Mex cuisine and lunchtime wraps in fast-food chains. Local tortilla manufacturing is rising in Spain and Italy, with over 100 new production units opened since 2022.

Asia-Pacific

Asia-Pacific is emerging rapidly, led by Japan, India, and Australia. Japan witnessed a 22% increase in tortilla product launches in 2024, while Indian metros saw tortilla-based fusion food grow popular among millennials. Australia’s foodservice sector recorded over 19 million tortilla-based meals served in 2023, especially in burrito and wrap outlets.

Middle East & Africa

The MEA region presents steady growth, particularly in the UAE and South Africa. In 2024, tortilla consumption in UAE’s hospitality sector rose by 13%, with major retail chains listing over 35 tortilla brands. In South Africa, local production units have expanded capacity by 27% in the past two years to meet urban demand.

List of Top Tortilla Sales Companies

GRUMA
PepsiCo
Easy Food
La Tortilla Factory
Tortilla King
Catallia Mexican Foods
Aranda’s Tortilla Company
Arevalo Foods
Azteca Foods
Eagle Foods Australia
Franco Whole Foods
Olé Mexican Foods
Fiesta Tortilla Factory
Rudy’s Tortilla

GRUMA: GRUMA remains the global leader in tortilla production, operating in over 112 countries with 79 production plants. In 2024, the company manufactured over 30 billion tortillas and held more than 25% of the global market share. Its brands such as Mission and Guerrero dominate in North America and Europe.

PepsiCo: Through its subsidiary Frito-Lay and snack divisions, PepsiCo’s tortilla-related product lines (e.g., Tostitos, Doritos) are key players in the value-added tortilla segment. In 2024, the company expanded tortilla chip production capacity by 18% across its Texas and Georgia plants.

Investment Analysis and Opportunities

The tortilla sales market presents diverse investment opportunities, particularly in technology innovation, plant-based product development, and regional expansion. Between 2022 and 2024, over 175 new tortilla production facilities were established globally, representing a 21% increase in processing capacity. In Latin America, multinational companies are investing in automated production lines to meet export demands. For example, a new tortilla factory in Jalisco, Mexico, with a capacity of 6 million tortillas per day, became operational in late 2023. Retailers are also investing in tortilla-based ready-meals and private-label brands. In the UK alone, private-label tortilla products accounted for £210 million in shelf value in 2024. Online food delivery platforms and meal kit companies have formed strategic partnerships with tortilla manufacturers, leading to a 29% increase in tortilla usage in subscription meals over the last two years. Investments in cold chain logistics and frozen storage infrastructure have also gained traction. Japan’s largest frozen food supplier initiated a $32 million expansion of its tortilla storage and delivery infrastructure in 2023. Furthermore, investment in organic farms for corn and wheat supply chains is gaining pace to support the organic tortilla market, especially in Europe, where demand grew by 14% year-over-year in 2024. Developing markets such as India, Indonesia, and Nigeria present new avenues. In India, investments exceeding $11 million were recorded in 2024 for establishing hybrid corn farms aimed at supplying raw material for tortilla production, with expected outputs of 55,000 tons annually. Africa, especially South Africa and Kenya, is seeing investment from Mexican manufacturers setting up local production units to reduce import dependence and expand regional market share.

New Product Development

New product innovation is accelerating the transformation of the tortilla sales market. In 2023 and 2024, over 310 new tortilla SKUs were launched globally, ranging from keto-friendly variants to wraps enriched with superfoods like chia and flaxseed. GRUMA introduced a zero-carb, high-protein tortilla line targeting gym-goers, which sold over 5 million units within the first 9 months in the U.S. La Tortilla Factory introduced flavored mini wraps in turmeric, beetroot, and spinach variations in early 2024, increasing its product reach across 9 European countries. The company also developed shelf-stable tortillas with an extended life of up to 150 days using modified atmospheric packaging. Eagle Foods Australia unveiled its ""Ancient Grain"" tortilla line made with amaranth, millet, and quinoa in late 2023, targeting both gluten-intolerant and diabetic customers. These tortillas contained less than 3g net carbohydrates and 8g protein per serving. The launch increased their domestic sales by 17% in the first two quarters of 2024. Tortilla King and Arevalo Foods both introduced plant-based protein tortillas made from pea and chickpea flour. In 2024, these products were distributed to over 8,700 stores in the U.S., Canada, and the UK. Consumer testing showed over 82% acceptance among flexitarian and vegan buyers.

Five Recent Developments

GRUMA Expansion in Europe (2024): GRUMA opened a new tortilla plant in Poland with a daily output capacity of 3 million tortillas, targeting Central and Eastern European markets.
PepsiCo Launches Tostitos Wraps (2023): PepsiCo expanded into the soft tortilla category under the Tostitos brand, available in 4 flavors. The launch captured 9% market share in North America’s flavored wrap segment within one year.
La Tortilla Factory Smart Packaging Initiative (2024): Introduced smart labels with embedded freshness indicators and QR codes linking to recipes, deployed on 85% of their tortilla products across the U.S.
Azteca Foods Recycled Packaging Program (2023): Initiated an eco-friendly packaging project reducing plastic usage by 22% across all product lines. The company reused 1.4 million pounds of recycled material in 2023.
Fiesta Tortilla Factory Expansion in India (2024): Launched production in Pune, India, with a capacity of 50,000 tortillas per day to serve the rapidly growing South Asian market.

Report Coverage of Tortilla Sales Market

This report provides detailed and structured insights into the tortilla sales market across global regions and segments. It includes a comprehensive examination of current trends, drivers, restraints, opportunities, and challenges that shape the market. Over 250 statistical indicators and performance metrics from 2023 and 2024 were used to inform this analysis, covering production volumes, consumption trends, new product launches, distribution strategies, and technology innovations. Key focus areas include segmentation by type (organic, conventional), and application (supermarket, online retail, food specialty stores, convenience stores, and institutional use). The report also provides an extensive regional breakdown of North America, Europe, Asia-Pacific, and Middle East & Africa markets, supported by figures such as retail penetration rates, per capita consumption, and SKU count across retail formats. Company profiles highlight top manufacturers with the highest share in tortilla production, emphasizing their strategic investments, capacity expansions, and innovation portfolios. More than 15 companies were reviewed, with particular focus on leaders like GRUMA and PepsiCo. The study also evaluates investments made into plant expansion, automation, private-label partnerships, and cold-chain logistics that influence supply-side dynamics. Innovation in packaging, plant-based ingredients, and ethnic flavors are covered in depth, supported by over 50 recent product examples across global markets. Furthermore, the report presents five major industry developments from 2023 to 2024 that reshaped regional competitiveness and product offerings. Through rigorous segmentation, trend tracking, and company benchmarking, this report provides actionable insight for stakeholders, investors, manufacturers, and distributors aiming to understand or enter the tortilla sales market. With a focus on product diversification, supply chain evolution, and emerging consumer preferences, this comprehensive study outlines the full commercial and strategic scope of the tortilla industry.