Consumers are increasingly engaging with the tortilla and wrap market in the US. Use the data and analysis provided by this report to understand why, and grow your brand today. Below, we’ve summarized the core topics covered and provided hand-selected findings from the report.
Tortilla and wrap consumption is on the rise. Consumers are exploring new uses and increasingly finding value in their at-home preparation convenience and nutrition. With this, the tortilla and wrap market is forecast to grow by over 20% from 2024-2028, grounded in near-universal penetration. However, consumers often fall back on the basics and favorite brands, meaning there is an opportunity for brands to emphasize novel uses for tortillas across occasions rather than innovating the classics.
Known for their energetic lifestyles and food curiosity, younger generations represent a key audience to target convenience and personalization messaging. There could be more guidance around sandwich wraps and flatbreads beyond traditional applications, as engagement is lower for these category segments.
There is a growing interest in ready-to-cook tortilla options, with around three in 10 consumers showing enthusiasm. Offering the fresh taste of homemade tortillas without the effort, these products could be received well in the market.
Buy the full report for a comprehensive review of tortilla and wrap consumer preferences and relevant opportunities. You can also browse our expansive food market research.
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Leading food analyst Julia Mills delivers expert industry insights with this in-depth report.
Budget-friendly and customizable, tortillas and wraps are an unsung hero in breaking up meal-time monotony and stretching dishes across occasions.
Julia Mills
Food & Drink Analyst
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