Southern Africa Wheat Tortilla and Wraps Market is expected to reach US$ 244.24 Million by 2031

Rise in Popularity of Mexican Cuisine Bolsters Southern Africa Wheat Tortilla and Wraps Market Growth

According to our latest study on "Southern Africa Wheat Tortilla and Wraps Market Size and Forecast (2021–2031), Regional Growth Opportunity Analysis – by Type, Flavor, Category, and End Use," the market size is expected to grow from US$ 178.74 million in 2024 to US$ 244.24 million by 2031; the Southern Africa wheat tortilla and wraps market is estimated to register a CAGR of 4.6% from 2025 to 2031. The report highlights key factors driving the growth of the Southern Africa wheat tortilla and wraps market and prominent players, along with their developments in the market. Apart from the growth drivers, the report covers the Southern Africa wheat tortilla and wraps market trends and their foreseeable impact during the forecast period.

The growing popularity of Mexican cuisine in Southern Africa is significantly propelling the demand for wheat tortillas and wraps. As consumer palates diversify and global food trends penetrate local markets, dishes such as burritos, tacos, quesadillas, and enchiladas have gained remarkable traction across urban and semi-urban regions. This shift is evident among younger consumers and the middle-class population who are increasingly dining out or experimenting with international flavors at home. Restaurants, fast-food chains, and food trucks specializing in Mexican cuisine have proliferated in major cities such as Johannesburg, Cape Town, and Durban, significantly increasing the consumption of wheat-based tortillas and wraps as essential ingredients. Local and international food chains are expanding their offerings by incorporating Mexican-style wraps and fusion dishes into their menus to meet the rising demand. This trend is also reflected in the growing availability of Mexican meal kits and ready-to-cook wraps in supermarkets and convenience stores.

Southern Africa Wheat Tortilla and Wraps Market Growth, 2025-2031 (CAGR)

Mexican food has fascinated different regions because of its cultural significance and rich history. UNESCO 2010 recognized traditional Mexican cuisine as an Intangible Cultural Heritage of Humanity. This recognition has helped raise its awareness worldwide and has contributed to its growing popularity across the globe, including the Southern African region. The surge in popularity of authentic Mexican food is attributed to consumers' changing preferences. Many consumers prefer products that are healthy, inexpensive, and easy to prepare at home. Mexican food meets the needs of health-conscious consumers seeking fresh vegetables and beans in their diets. Moreover, ancient grains are becoming popular, and corn and amaranth are key ingredients in Mexican food items, including tortillas. Thus, the rising popularity of Mexican cuisine contributes to the Southern Africa wheat tortilla and wraps market share globally.

Consumers pay attention to product labels and ingredients used in processed products such as wheat tortillas and wraps, as they are highly concerned about their diet. Organic products are gaining significant popularity owing to their perceived health benefits. They are manufactured using ingredients harvested without genetically modified organisms (GMOs), chemical fertilizers, and pesticides, increasing their appeal among consumers ready to pay higher prices. Moreover, consumers increasingly prefer products free of synthetic flavors, colors, and other food additives. Also, they focus on conscious and holistic consumption and prefer products made with ethically sourced ingredients.

Consumers' interest in identifying the ingredients on the product packaging has triggered their inclinations toward clean-label products. They are becoming aware of the adverse health impacts of consuming various artificial food ingredients, such as colorants, flavors, texturizers, and emulsifiers. An understandable and clear label with thorough ingredient information attracts consumers. Using clean-label ingredients also assists manufacturers in their marketing and branding strategies.

Thus, the rising demand for natural, organic, and clean-label products is expected to introduce new trends in the Southern Africa wheat tortilla and wraps market during the forecast period.

The Southern Africa wheat tortilla and wraps market analysis has been performed by considering the following segments: type, flavor, category, and end use. Based on type, the market is segmented into wheat tortilla, wheat pita, wheat roti or chapati, and others. The wheat tortilla segment held the largest share of the Southern Africa wheat tortilla and wraps market in 2024. Wheat tortilla is a soft, circular, flatbread consisting of wheat flour, water, fats (oil or lard), salt, and occasionally a leavening agent, such as baking powder. In contrast to corn tortillas, wheat tortillas are softer and are traditionally used in dishes such as burritos, quesadillas, and wraps. The demand for wheat tortillas in Southern Africa is increasing due to the rising need for convenient, multi-purpose, and ready-to-eat meals.

Based on flavor, the Southern Africa wheat tortilla and wraps market report is segmented into plain or regular, herb, tomato, peri peri or chili, masala spiced, garlic, and others. The plain or regular segment held the largest share of the Southern Africa wheat tortilla and wraps market in 2024. Plain/regular tortillas and wraps are made from simple ingredients, such as refined or whole wheat flour, water, oil or shortening, salt, and, optionally, baking powder. They are versatile and mild in flavor, making them the most commonly used type of tortilla for wraps, burritos, quesadillas, and sandwiches. The popularity of plain tortillas and wraps is driven by their convenience, cost-effectiveness, and adaptability to multiple cuisines. Being a classic in global fusion foods and fast-casual restaurants, plain tortillas and wraps are used as a base for many dishes. Health trends have also given rise to variants such as multigrain, high-fiber, or protein-enriched types.

South Africa dominated the Southern Africa wheat tortilla and wraps market share in terms of revenue in 2024. South African consumers are increasingly demanding wheat tortillas due to urbanization, changing eating habits, and the rising popularity of international cuisines. Wheat tortillas have a broader distribution in mainstream supermarkets and hypermarkets compared to corn tortillas, which remain a niche product. Wheat tortillas are commonly used to make wraps, burritos, and various fusion dishes. Their soft texture and neutral flavor cater to local preferences for convenient, ready-to-eat flatbreads. This trend aligns with the growing demand for quick and healthy meal solutions in the country. Additionally, wheat tortillas are gaining popularity in both retail and foodservice, especially in QSRs, casual dining, and meal kits as an at-home option. This growth is also facilitated by exposure to social media and cooking content, and the availability of more Mexican and Tex-Mex cuisine.

The Southern Africa wheat tortilla and wraps market forecast can help stakeholders plan their growth strategies. Blue Shirt Bakery, Grupo Bimbo SAB de CV, Comessa Food Services (Pty) Ltd, Azteca Mexican Products, Tortilla Dora Pty Ltd, Mezé Foods, Rotilicious, Top Rotis, FGL Foods, Mexicorn, Anat Foods (Pty) Ltd, Tiger Brands Limited, Amaro Foods, and Woolworths Holdings Ltd are among the prominent players profiled in the Southern Africa wheat tortilla and wraps market report. These market players are focusing on providing high-quality products to fulfill customer demand. They are also adopting new product launches, capacity expansions, partnerships, and collaborations to stay competitive in the Southern Africa wheat tortilla and wraps market.

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