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Tortilla Statistics and Trends

Compiled by the Staff of the Ruth Emerson Research Library (2013 and previous years by the American Institute of Baking).

The following document is a compilation of general information on tortilla market statistics and trends and related topics. These citations were recovered from AIB in-house databases, and represent original work by AIB personnel. Every effort is made to ensure accuracy, but AIB accepts no liability for content of this resource list.

Sources of information on publicly held companies
The EDGAR database provides access to company documents filed with the U.S. Securities and Exchange Commission (SEC). Its primary purpose is to increase the efficiency and fairness of the securities market for the benefit of investors, corporations, and the economy by accelerating the receipt, acceptance, dissemination, and analysis of time sensitive corporate information filed with the agency. Please note that EDGAR filings are posted to the SEC site 24 hours after the date of filing.

http://www.sec.gov/edgarhp.htm

2002 Economic Census Reports - Industry Series Reports on Manufacturing available from this link.   Topics for reports include:  Flour Milling, Rice Milling, Wet Corn Milling,   Soybean Processing, Other Oilseed Processing, Breakfast Cereal Manufacturing, Chocolate and Confectionery Mfg From Cacao Beans, Confectionery Manufacturing From Purchased Chocolate, Nonchocolate Confectionery Manufacturing, Retail Bakeries, Commercial Bakeries, Frozen Cakes, Pies, and Other Pastries Manufacturing, Flour Mixes and Dough Manufacturing From Purchased Flour, Dry Pasta Manufacturing, Tortilla Manufacturing, and Other Snack Manufacturing.

Previous years census reports can also be found at the following links:

1992
1997

Sources of Recent Trends Information

"Tortilla's Triple Play," by Lauren R. Hatman in Snack Food & Wholesale Bakery, June 2011, p. 72.  This article is part of the 2011 State of the Industry report.  The growth in the sales of tortillas have been affected by many factors includes the increase Hispanic population and awareness of their health beneifts.   According to a study released by Packaged Facts the Hispanic population accounts for more than $1 trillion of the market.   Article includes insights to the growth in this category from Jim Kabbani, chief executive officer of the Tortilla Industry Foundation, and Julio Hernandez, the U.S. Grains Council director in Mexico.

2011 Tortilla Trends

2010 Tortilla Trends

"Relationship Between Objective and Subjective Wheat Flour Tortilla Quality Evaluation Methods," by J.N. Alviola and J.M. Awika in Cereal Chemistry, September/October 2010, p. 481-485.  The paper examines objective methods to determine tortillaquality, in an effort to create a more reliable means of measurement than the current subjective testing methods. Includes tortilla opacity, color, rollability, and texture parameters. The growth of this market makes viable testing methods imperative, as the U.S. Census reports that tortilla shipments in the United States reached $1.91 billion in 2005, up from $1.37 billion in 2002.

2009 Tortilla Trends

"The Many Tastes of Tortillas," by Eric Schroeder in Milling & Baking News, October 6, 2009, p. 32.

2008 Tortilla Trends

"Children of Corn," by Deborah Cassell in Snack Food & Wholesale Bakery (February 2008), Vol. 97, No. 2, p. 32-34, 36. According to data obtained form Information Resources Inc., sales of tortilla/tostada chips for the 52 weeks ending December 2, 2007. Many of the new products in the tortilla chip category are made with organic ingredients, innovative flavors, whole grain, reductions of trans and saturated fats, and products that are fortified. Color has also become popular with the addition of red and blue chips Perspectives on the tortilla chip category is provided by Elaine Giordano, associate brand manager for the Hain Celestial Group, Inc., Paul Smith, director of marketing and production management at Shearers Foods Inc., Joe Papiri, vice president of sales and marketing for Snak King, Laura Unger, marketing communications coordinator at Backman.

"Tortilla Manufacturers Adjust to Mainstream Status," by Keith Seiz in Baking Management (August 2006), Vol. 10, No. 8, p. 18, 20, 22. Sales of hard and soft tortillas and taco kits have dropped 7% for the 52 week time period that ended July 16, 2006, according to data obtained from Information Resources Inc. With only seven of the top 25 tortilla manufacturers posting an increase of sales for the time period analysts are speculating what could be causing the decline. Comments are provided on the category from Ken Sanchez, vice-president of marketing at Mia Rancho. Highlights new tortilla products including Mission 95% Fat Free "Heart Healthy" Tortillas, Cali-Wraps with MEG-3, Mi Rancho Organic Wheat Tortillas, Don Pancho Organic Tortillas, Flowers Foods' Mi Casa tortillas.

"Tortillas Come Full Circle," in Snack Food & Wholesale Bakery (August 2006), Vol. 95, No. 8, p. TT-14, TT-16-TT-17.
Part of an insert on Tortillas Trends. Popularity of tortillas in the food service, and restaurants segments of the industry has led to  increased consumption.   Includes comments on the category from Tracy Stockard, director of menu management at McDonalds USA; Kathleen Siefert, spokeswoman for Arby's, and Chris Arnold, spokesman for Chipotle Mexican Grill.

"Here, There Everywhere," by Lynn Petrak in Snack Food & Wholesale Bakery (August 2006), Vol. 95, No. 8, p. TT-14, TT-16-TT-17.  According to data obtained from the market research company Information Resources Inc., annual sales of tortillas and taco kits are $962.9 million. Predictions are also provided from ACNielson and the Tortilla Industry Association. Supermarket sales of tortillas continue to raise while sales of white bread decline. A table is included on with sales of the top 10 brands of Hard/Soft Tortillas/Taco Kits for the 52 week period of time ending July 16, 2006. Includes comments on the changes in the tortilla segment from Burt Flickinger, III, managing director of Strategic Resource Inc. ; Jonathan McParland, category manager at Wild Oats, and Don Donovan, marketing assistant at Giant Eagle, Inc.

2006 Tortilla Trends

"Tortilla bakers adapt to changing consumer base," in Baking Management (August 2005), Vol. 9, No. 8, p. 14, 16, 18.   With the resurgence of healthy eating and a focus on overall wellness, the tortilla industry is continuing to grow and adapt. Many tortilla manufacturers have reformulated their product to include healthful ingredients, including whole grains and eliminate trans fats. Even the low carb tortillas continue to sell, though many under new names, when other low-carb products have dwindled. Plus, the retail food industry's reliance on wraps as menu options has provided the tortilla industry with another stable base of consumers. Includes statistics on Fresh Bakery Products sales, Frozen Bakery Products sales, Refrigerated Bakery Products sales and a list of the Top 10 Fresh Tortilla Vendors with sales statistics.

2005 Tortilla Trends

"Rainbow Coalition, " by Dan Malovany and Andy Hanacek in Snack Food & Wholesale Bakery (July 2005), Vol. 94, No. 7, p. 14, 16, 18.   This market watch report focuses on the tortillas/tortilla chip category. According to data obtained from Information Resources Inc., tortilla sales for the 52 weeks that ended June 12, 2005 were $1,855 million. The low carb diet craze that caused sales in other bakery product categories to decline did not effect tortilla sales. Tortilla manufactures were able to produce tortillas that reduced carbs even thought tortillas are typically lower in carbs. Tortillas producers have also been able to increase sales by adding a variety of flavors and by marketing to non-Hispanic customers. Notes that increased tortilla sales have also added to the sales of flatbreads including products manufactured by Alladin Bakers and Damascus Bakeries both based in Brooklyn, N.Y. Tortilla chip manufacturers have also increased sales by the addition of new flavors such as Frito-Lay's Doritos Black Pepper Jack tortilla chips. Includes comments on the category from Ricardo Baez, executive vice-president at Don Pancho Authentic Mexican Foods based in Salem, Ore.; Asima Syed, senior vice-president of Marketing at Mission Foods, Marky Hannay, senior vice president of sales and marketing at Ruiz Foods; Irene Rosenfald, chairman and CEO of Frito-Lay North America; and Joe Papiri, vice-president of sales and marketing for Snack King Corp.

"Bake Trends 2004: a comprehensive report of baking industry facts, figures and analysis." Available for purchase for $295.00 for print or digital version  from Sosland Publishing Company, 800-338-6201 or order online at: http://www.bakingbusiness.com.  Chapters include: industry indicators, industry demographics, consumers and purchasing, product trends, health, nutrition, food technology, labor and variable costs.  The chapter on product trends includes tables and statistical data for low-carb, ethnic, organics, functional, sugar-free/low fat, bread, sweet goods, cookies, snacks, pastries, donuts, cake and flavors/inclusions.

"State of the Industry Report, 2004" in Snack Food & Wholesale Bakery magazine, June issue. $280.06  This report includes statistical data for bakery foods (bread aisle, cookies & crackers, baked sweet goods, refrigerated & frozen baked goods, and snack bars), Snack Sales (potato chips, tortilla/tostada chips, corn snacks, pretzels, snack nuts/seeds/corn nuts, microwave popcorn, RTE popcorn, cheese snacks, meat snacks, pork rinds, variety pack and other), and Specialty Snacks (pizza, hot snacks, dips and salsa).

"Tortillas five-year growth total tops 35% plants up 27%"  in Milling & Baking News, (November 9, 2004), Vol. 83, No. 37, p. 1, 17-18, 20-21.    Summarizes the tortilla industry profiled in the report released by the Economic Census of the Department of Commerce.   This is the second report compiled by the Department of Commerce on the tortilla industry.   Notes that the total value of tortilla shipments for 2002 were estimated to be $1,510,974,000 an increase of 36% from the last census data from the 1997 census reports.  Notes that Tortilla Industry Association announced after the 1997 that not all of their membership was represented in the report.   Includes data on tortilla production by state, key operation ratios, tortilla value of shipments per plant, number of plants by size, tortilla capital expenditures and other relevant data comparing the two reports.                                                

"Demand for new tortillas boosts Gruma's third-quarter results" in Milling & Baking News, (November 9, 2004), Vol. 83, No. 37, p. 16. Financial results are reported for Gruma Corp., the U.S. subsidiary of Gruma S.A. de of C.V. Sales for the third quarter that ended September 30, 2004, was reported as $289.3 million or an 11% increase from the previous quarter .

"Flexing its Muscle" by Andy Hanacek in Snack Food and Wholesale Bakery, (August 2004) Vol. 93, No. 8, p. 18, 20-21. The market watch report focuses on the tortilla market segment. According to the Tortilla Industry Association 2002 tortilla sales trailed white bread by 2%.  Includes comments about out the low-carb diet craze has effected the tortilla market from Ken Levitt, president of Accent Inc.; Brian Jacobs, vice president of Tumaro's Inc. Notes that many companies have added flavors to low carb tortillas to increase the products appeal.

2004 Tortilla Trends

"Study Shows Tortillas Enjoying Widespread, Dynamic Growth" in Milling & Baking News, (June 8, 2004), p. 11. According to the Tortilla Foodservice Usage Study conducted by VNU Food Service Network Research Center tortilla usage is up. Among the findings of the study were that wraps and soft tacos were the most popular whole wheat flour products while enchiladas were the most popular use for corn tortillas. New products in the category include low-carbohydrate tortilla wraps, flavored wraps and sandwich wraps. Members of the Tortillas Industry Association can obtain a copy of the report for $500.00. A press release for the report is available at: http://www.tortilla-info.com/News/TortillaSurvey.htm

"The Great American Stable" in Snack Food & Wholesale Bakery, (April 2004), p. TT1-TT16.   This tortilla trends article profiles the tortilla market in which approximately 120 billion tortillas are consumed a year.     The Tortilla Industry Association reports that tortillas sales are now 30% of all bread product sales and second to sales of white bread.  Provides tables with tortillas sales obtained from Information Resources Inc for the 52 weeks ending February 22, 2004 for hard/soft/tortillas/taco kits brands and vendors, tortilla category sales, and the top 10 brands of refrigerated tortillas.

                    2004 Tortilla Trends

"New Study Shows Shows Tortillas Gaining Widespread Dynamic Growth," on BakingBusiness.com (May 7, 2004).  Discusses a study conducted by VNU Foodservice Network Research Center for the Tortilla Industry Association. The study was to determine usage levels of tortillas in various food service setting and is called "The Tortilla Foodservice Usage Study". Wheat flour tortillas were reported to be use the most in wraps or soft tacos while corn tortillas were primarily used for enchiladas.

"Tortilla Trends" in Snack Food & Wholesale Bakery, (August 2003), p. TT1-TT22.  Special report includes a profile of Tortilla Inc. in Las Vegas, NV with annual sales of $10 million.   Notes that the Tortillas Industry Association reported in its annual "State of the Tortilla Industry" report that tortilla sales were $5.2 billion for 2002. 

                    2003 Hard/Soft Tortillas/Taco Kits Brands 

"The Take on Tortillas," in Milling & Baking News, Vol. 82, No. 15 (June 10, 2003), p. 28, 30, 32-33.    According t the Census Bureau of the U.S. Department of Commerce, the Hispanic population in the United States the highest ranked ethnic group comprising 13% of  total U.S. population.   As a result of the increased in population the sales of typically Hispanic products have shown significant increases.   Data released from the AC Nielsen Co. reports sales of tortillas for the 52-week time period ending October 5, 2002 as $822 million and increase of 2% from 2001 and an 18% increase from 1999.   According to the market research company Information Resources Inc. the Refrigerated Tortilla segment continued to show positive results with the top brand in this category selling $95,037,088 million dollars.  Trends that have affected this category include larger tortilla size, and the popularity of "wrap-style" sandwiches.
              

Top Ten Refrigerated Tortilla Brands
Brand Name Dollar Sales Unit Sales
Mission $95,037,088 49,108,864
Azteca 30,837,354 23,892,180
La Banderita 14,301,313 7,818,559
Pepito 13,268,318 7,031,853
Tumaros 10,108,219 3,634,987
Resers 9,178,663 5,684,058
Cruz 8,597,021 5,204,493
Pinata 7,375,543 5,139,366
Guerrero 4,622,787 2,542,077
Private Label 13,334,439 12,173,842



"Tortilla Trends" in Snack Food & Wholesale Bakery, (August 2002), p. TT1-TT23.  Special report includes a profile of Harbar Corp.'s new expanded tortilla plant in Quincy, MA and a profile of the tortilla market.  Notes that sales of tortillas in 2000 were $4.4 billion.

"All wrapped up." in European Baker, (May/June 2001), p. 34, 36, 38, 40.  Discusses the growth in the flour tortilla market in the United States and Europe.

"Yo quiero una tortilla!" by Jill Bruss in Snack Food & Wholesale Bakery, (November 2000), pp. 14-15.  Market sweep report on tortillas.   Table gives sales of the top ten Hard/Soft Tortillas/Taco Kits and Refrigerated Tortillas for the 52-week period that end September 10, 2000, p. 14-15.

"Wrap it up - tortilla style" in Baking & Snack, Vol. 22, No. 7, (August 2000), 47-48, 50-53.  This industry update report focuses on the tortilla industry. The tortilla market has become a $4 billion market according to the Tortilla Industry Association. The market research company Information Resources measured sales for the 52 weeks that ended May 21, 2000, as $1,019 for all tortilla products except for tortilla chips. Sales for refrigerated tortillas for the same time period were $183 million,  while hard and soft/tortilla kits posted $836 million a 5.5% from the previous year. Highlights factors that have contributed to this growth including the use of tortillas in non-traditional applications moving the tortilla into the category for hand-held entrees. Sales of hand held entrees are $1.1 billion with category growth for the year at 5.8% according to Kalorama. Discusses the key ingredients in tortillas.

2000 Hard/Soft Tortillas/Taco Kits Brands

"Census Study Offers First Detailed view of U.S. Tortilla Industry,"  In Milling & Baking News, Vol. 78, No. 22 (July 27, 1999), p. 1, 27-28.   This tortilla industry perspective highlights the 1997 Economic Census Report that reported on the tortilla industry as a separate sector for the first time. According to data from the U.S. Department of Commerce value of product shipments in this sector were $1.1 billion. A table lists the top six states as far as value of shipments, value added and plant number as California, Colorado, Georgia, Illinois, New Mexico and Texas.

"Can tortilla makers maintain momentum created by 'wraps'?" in Milling & Baking News, Vol. 76, No. 48, (January 27, 1998), pp. 30, 32, 34. Notes that tortilla sales in 1997 stayed strong, partly due to the popularity of wraps and home meal replacement. The major refrigerated tortilla manufacturer is Azteca Food Inc. of Chicago with $25,350,544 in sales. Overall sales of refrigerated tortillas was $185,023,360 in 1997. Includes a chart listing the top nine producers of refrigerated tortillas with dollar and unit sales figures (Azteca, Mission, Pinata, Guerrero, Tyson, Pepito, La Banderita, Resers, and El Ranchito).

"Will 'Wraps' And Flavored Tortillas Soar?" in Snack Food magazine, (December 1996), p. 31, 57. Notes increase in tortilla sales from $300 million to $3 billion in 25 years, current moderation in sales growth, increasing competitive pressure on smaller producers. Cites growth opportunities in the foodservice area, and the continuing promise of increased sales among non-Hispanic segments of the population and the appearance of flavored tortillas in supermarkets. Both these trends are currently limited to the West coast. Contact:

Stagnito Communications Inc.
An MWC Company
155 Pfingsten Road
Suite 205
Deerfield, IL 60015
847-205-5660
Website:  http://www.stagnito.com

"Wrap Up Profits With Tortillas" by Margaret Littman in Bakery Production and Marketing, Vol. 31, No. 16 (November 15, 1996), p. 40-48. Estimates total value of wholesale, retail, and foodservice tortilla category at $2.5 billion, projects sales as $4 billion by year 2000. Cites Information Resources growth rate of 2.8% for category in 1995, gives regional sales for West, North Central, South Central, South, and Northeast ($663, $568, $454, $225, $187 millions respectively), notes number of new product introductions, leading tortilla manufacturers, market share, and annual sales for each. Includes quotes from Irwin Steinberg of the Tortilla Industry Association on future trends of market.,

"Bread and rolls: all in the family. (Tortillas)" in Bakery Production & Marketing, Vol. 30, No. 3 (Feb. 24, 1995), p. 36-7, 41,43,45. Notes wide use of tortillas in fast-food restaurant chains, sales of 60% of Mexican foods to non-Hispanics. States that tortilla market in 1995 will reach $2.4 billion, an increase of 10.1% from the previous year. Notes growth of major tortilla producers, continued emergence of new companies, development of low-fat and fat-free tortillas, influence of children in tortilla market development, expansion of market out of traditional Southwest, growth of spin-off products based on tortillas.

Market Analysis, Projections, and Trends
Periodic "Product Perspective" analyses in Milling and Baking News weekly.
For reprints contact:

                            Sosland Publishing Company
                            4800 Main Street, Suite 100
                            Kansas City, MO 64112
                            816-756-1000
                            Website: http://www.bakingbusiness.com

"Tortilla," October 6, 2009, p. 32

"Tortillas," June 10, 2003, p. 28, 30, 32-33.
"Tortilla Industry Perspective," April 3, 2001, p. 26-28, 30
"Tortilla Industry Perspective," July 27, 1999, p. 1, 27-28
"Tortillas," January 27, 1997, p. 1, 4, 26, 30-1, 34.
"Fat Free Tortillas," May 7, 1996, p. 27-28, 30, 32
"Tortillas," January 30, 1996, p. 1, 26-7, 30, 34
"Tortillas," Jan. 31, 1995, p. 1, 21-26
"Tortillas," May 24, 1994
"Tortillas," May 25, 1993

Monthly  Market  Trends Reports (Previously "Market Watch and  Market Sweep Reports) in Snack Food & Wholesale Bakery (previously Snack Food).
"Tortilla," February 2008, p. 32-34, 36
"Tortillas," April 2007, p. TT-14-TT-18.
"Tortillas", August 2006, p. TT-18-TT21.
"Tortilla," July 2005, p. 14, 16, 18

This page 2013 and previous years by AIB
Last Revised:  June 5, 2013


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