Wheat Tortilla and Wraps Market is expected to reach US$ 22.19 Billion by 2031

Growing Demand from Foodservice Industry Worldwide Bolsters Wheat Tortilla and Wraps Market Growth

According to our latest study on "Wheat Tortilla and Wraps Market Size and Forecast (2021–2031), Global and Regional Growth Opportunity Analysis – by type, flavor, category, and end use," the market size is expected to grow from US$ 17.38 billion in 2024 to US$ 22.19 billion by 2031; it is estimated to register a CAGR of 3.6% from 2025 to 2031. The report highlights factors driving the wheat tortilla and wraps market growth and prominent players, along with their developments in the market. The report also covers the wheat tortilla and wraps market trends and their foreseeable impact during the forecast period.

The wheat tortilla and wraps market is influenced by changing consumer lifestyles, dietary preferences, food service growth, and ongoing product innovations. A major factor driving demand is the need for convenient, portable, and quick meal solutions. Wheat tortillas and wraps align well with quick meals and ready-to-eat products, attracting consumers and food operators. Growing urbanization and rising disposable income increase the demand for versatile food products that require little preparation. This trend supports market growth and expands the wheat tortilla and wraps market share.

Wheat Tortilla and Wraps Market Breakdown – by Region

Health and wellness trends also significantly impact demand. Consumers are increasingly looking for options they view as healthier or more balanced. This drives interest in whole wheat, multigrain, high-fiber, low-fat, and reduced-sodium wraps. In response, manufacturers are changing their products and offering clean-label options with simpler ingredient lists, organic certifications, and added protein or fiber. These changes appeal to health-focused shoppers and help brands stand out in a competitive market.

Product versatility supports market growth. They are used in traditional Mexican dishes, sandwiches, breakfast wraps, and international fusion foods. This flexibility helps them gain acceptance among a wide range of consumers. It also allows manufacturers to target different demographics and regional markets. Innovations in packaging that improve freshness, shelf life, and portion control enable wider distribution through modern retail and online sales.

The growth of food service channels is another key driver. Quick-service restaurants, casual dining establishments, and food delivery services rely heavily on tortillas and wraps. These products are cost-effective, easy to handle, and provide consistent portion sizes. The rise in takeaway and delivery services has increased demand even more, as wheat-based wraps maintain their structure and quality during transport. This strong reliance on food service helps boost the wheat tortilla and wraps market share in different regions.

The globalization of food culture and exposure to international cuisines continue to increase consumption. As consumers become more open to diverse flavors and formats, wheat tortillas and wraps benefit from their wide appeal. This reinforces their role as a staple product in both retail and food service markets, supporting long-term industry growth.

The wheat tortilla and wraps market analysis has been performed by considering the following segments: type, flavor, category, and end use. By type, the wheat tortilla and wraps market is segmented into wheat tortilla, wheat pita, wheat roti or chapati, and others. The wheat tortilla segment accounted for the largest market share in 2024. Based on flavor, the market is categorized into plain or regular, herb, tomato, peri peri or chili, masala spiced, garlic, and others. The plain or regular segment held the largest market share in 2024. By category, the market is divided into low-carb and conventional. The conventional segment accounted for a larger market share in 2024. In terms of end use, the market is segmented into food retail and foodservice. The food retail segment dominated the market in 2024.

The wheat tortilla and wraps market forecast can help stakeholders plan their growth strategies. Grupo Bimbo SAB de CV, Woolworths Holdings Ltd, Goya Foods Inc, General Mills Inc, Blue Shirt Bakery, Comessa Food Services (Pty) Ltd, Azteca Mexican Products, Tortilla Dora Pty Ltd, Rotilicious, and Meze Foods are among the prominent players profiled in the wheat tortilla and wraps market report. These players are focusing on providing high-quality products to fulfill customer demand. They are adopting new product launches, capacity expansions, partnerships, and collaborations to stay competitive in the wheat tortilla and wraps market.

The geographical scope of the wheat tortilla and wraps market report focuses on North America, Europe, Asia Pacific, the Middle East & Africa, and South & Central America. The market in North America is segmented into the US, Canada, and Mexico. The market in Europe is divided into Germany, France, the UK, Italy, Spain, and the Rest of Europe. The market in Asia Pacific is categorized into China, India, Japan, Australia, South Korea, and the Rest of Asia Pacific. The Middle East & Africa market is segmented into South Africa, Saudi Arabia, the UAE, and the Rest of the Middle East & Africa. The market in South & Central America is classified into Brazil, Argentina, and the Rest of South & Central America.

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