Report Summary

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

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. 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
  3. 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
  4. 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
  5. Appendix

    • The market

About the report

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Data

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