Tortilla Industry Tops $6 Billion

Wow, you would have thought, that is a lot of tortillas.

Tortillas have moved mainstream and the ethnic flatbread once considered an Hispanic specialty item now is often the substitute for traditional breads in today’s American diet. Tortillas, and related by-products (tortilla chips, tostadas and taco shells) comprise the record-breaking $6.1 billion tortilla industry. According to the recent findings of the Tortilla Industry Association’s (TIA) new market research study, The State of the Tortilla Industry: 2004, conducted by Aspex Research, small firms with annual revenue of less than $10 million are a significant presence in the industry. The continued popularity of tortillas, fueled in part by the infusion of new flavors such as jalapeno, tomato, spinach, salsa and cilantro, has contributed to the more than eight percent industry growth annually for nearly a decade.

The study shows that total market sales to retailers and food service outlets (restaurants and schools) are about equal. While the South Central (e.g. TX) and West regions (e.g., CA & AZ) represent the industry’s largest markets or 63 percent of the total U.S. market, the Northeast region is narrowing the gap representing 20 percent of the demand. According to survey results, 60 percent of all products sold are fresh products as opposed to frozen or refrigerated.

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