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.
Core Topics Covered
- The effects of inflation on tortillas and wraps.
- Reported and anticipated usage of tortillas and wraps.
- Tortilla and wrap purchase choice factors.
- Tortilla and wrap consumption behaviors.
- Innovation of interest in tortillas and wraps.
- Trends in launch activity for tortillas and wraps and opportunities for further innovation.
US Tortillas and Wraps Market Overview
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.
Tortilla and Wrap Consumer Insights
Gen Z and Millennials are drawn to tortillas and wraps
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.
Ready-to-cook tortillas show innovation potential
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.
Report Scope
This report discusses/defines the following:
- Frozen/Refrigerated Tortillas
- Shelf-stable Hard/Soft Tortillas
- Wraps are also discussed in this Report although they are not included in the Market Size.
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Expert Analysis
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
Collapse All
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- Key issues covered in this Report
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Executive Summary
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Consumer Insights
- Consumer fast facts
- Tortilla and wrap usage
- Graph 1: tortillas and wraps usage in the past six months, 2024
- Graph 2: types of tortillas and wraps used in the past six months, 2024
- Graph 3: tortillas and wraps used in the past six months, by race, 2024
- Graph 4: types of tortillas and wraps used in the past six months, by race, 2024
- Graph 5: tortillas and wraps used in the past six months, by generation, 2024
- Graph 6: types of tortillas and wraps used in the past six months, by generation, 2024
- Graph 7: tortillas and wraps used in the past six months, by age and income, 2024
- Anticipated change in tortilla and wrap consumption
- Graph 8: anticipated change in tortilla and wrap consumption in the next 12 months, 2024
- Graph 9: reasons for anticipated increased tortilla and wrap consumption, 2024
- Graph 10: anticipated change in tortilla and wrap consumption in the next twelve months, by generation, 2024
- Graph 11: anticipated change in tortilla and wrap consumption in the next twelve months, by parental status, 2024
- Graph 12: reasons for anticipated increased tortilla and wrap consumption, by generation, 2024
- Graph 13: reasons for anticipated increased tortilla and wrap consumption, by financial situation, 2024
- Tortilla and wrap choice factors
- Graph 14: tortilla and wrap choice factors, 2024
- Graph 15: tortilla and wrap choice factors, by generation, 2024
- Graph 16: tortilla and wrap choice factors, by parental status, 2024
- Tortilla and wrap behaviors
- Graph 17: tortilla and wrap behaviors, 2024
- Graph 18: tortilla and wrap behaviors, by parental status, 2024
- Graph 19: interest in tortilla and wrap innovation, by household size, 2024
- Interest in tortilla and wrap innovation
- Graph 20: interest in tortilla and wrap innovation, 2024
- Graph 21: interest in tortilla and wrap innovation, by generation, 2024
- Graph 22: interest in tortilla and wrap innovation, by parental status, 2024
- Tortilla and wrap attitudes
- Graph 23: tortilla and wrap attitudes, 2024
- Graph 24: tortilla and wrap attitudes – any agree, by generation, 2024
- Graph 25: tortilla and wrap attitudes – any agree, by annual household income, 2024
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Competitive Strategies
- Launch activity and innovation
- Graph 26: [no title]
- Graph 27: consumer perceptions of Old El Paso Mini Soft Tortilla Bowls, 2024
- Graph 28: launches of tortillas by claim category, 2024
- Graph 29: consumer perceptions of Trader Joe's Cauliflower Slims, 2024
- Graph 30: [no title]
- Graph 31: consumer perceptions of Mission Protein Tortilla Wraps, 2024
- Marketing and advertising
- Opportunities
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The Market
- Market drivers
- Graph 32: opinions on financial future, 2024
- Graph 33: reported cooking habit frequency, 2023
- Graph 34: emerging International cuisine purchase, any consumption, 2021-23
- Graph 35: impactful claims in food and drink purchase decision, 2023
- Market size and forecast
- Graph 36: value and volume of multi-outlet tortillas sales, 2018-23
- Market share/brand share
- Graph 37: market share of hard/soft tortillas, by leading companies, rolling 2023
- Graph 38: market share of refrigerated/frozen tortillas, by leading companies, rolling 2023
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Appendix
- The market
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