Europe Tortilla Market - Forecasts from 2023 to 2028

The Europe tortilla market is expected to grow at a CAGR of 4.12% over the forecast period to reach US$7.686 billion in 2028 from US$5.795 billion in 2021.

Over the years, tortillas have become popular in Europe as consumers have embraced international cuisines and flavors. The market encompasses various types of tortillas, including flour, corn, and flavored tortillas, along with related products such as tortilla chips.

Several factors have contributed to the growth of the European tortilla market, such as changes in consumer preferences, cultural influence, and even an increasing population of health-conscious consumers. The growing interest in diverse culinary experiences and the popularity of Mexican cuisine have driven the demand for tortilla products. Consumers are looking for convenient and versatile options that can be used in various dishes, such as wraps, tacos, quesadillas, and burritos.

Tortillas are often perceived as a healthier alternative to bread due to their lower fat and fiber content. With a rising focus on health and wellness, many European consumers are opting for tortilla-based meals as part of a balanced diet, driving the market's growth.

On the other hand, manufacturers and food companies have been actively introducing new product variants and flavors to cater to evolving consumer tastes. This includes gluten-free tortillas, organic options, and added nutritional benefits.

The social media is boosting market growth.

The increasing adoption of social media and the growing number of internet users have significantly impacted the tortilla market in Europe. Social media platforms have become powerful tools for promoting food trends and culinary experiences. Influencers, food bloggers, and cooking enthusiasts actively share their experiences, recipes, and visuals of tortilla-based dishes, creating awareness and generating interest among a wide audience. This exposure has contributed to the growth of the tortilla market by introducing new consumers to the cuisine and expanding its popularity.

Social media influencers, particularly in the food and lifestyle niches, significantly impact consumer behavior. European companies operating in the tortilla market collaborate with influencers to showcase their products, develop recipes, and create engaging content around tortilla-based dishes. This form of influencer marketing helps reach a broader audience and influences their purchasing decisions, thereby driving the market's growth.

Moreover, these platforms provide a convenient and accessible platform for sharing and discovering recipes. Users can find creative and innovative ways to use tortilla products, such as unique fillings for wraps, quesadillas, or taco-based dishes. The easy availability of recipe ideas inspires consumers to experiment with tortilla products, leading to increased consumption and market growth.

The rising consumption of processed food, the growing awareness of the importance of a nutritious diet, and the increase in product launches and innovations by flour tortilla manufacturing companies in the region are promoting the growth of this segment.

In addition, the growing popularity of Mexican cuisine and the versatility of flour tortillas are increasing their consumption by the European population. A flour tortilla is a flatbread produced using wheat flour, water, salt, and fat. They are a staple ingredient in several Mexican dishes, such as burritos, quesadillas, and fajitas.

According to the UK Office of National Statistics, the revenue from sales of prepared and readymade food and meals in the UK increased from US$4.63 thousand million in 2018 to US$5.08 thousand million in 2021. Further, the index of prepared and readymade dishes for the UK domestic market increased from 100.6 in 2021 to 109.8 in 2022. The increase in the working population is a major driver promoting the consumption of processed foods like packaged flour tortillas in the region. For instance, Eurostat reported that approximately 73.1% of the European population in the region, amounting to 250 million people, were working professionals in 2021. In addition, the Department of Public Health of Belgium estimated that the consumption of ultra-processed food and drinks increased to 44% in the UK and 14% in countries like Italy and Romania in 2021. Further, the National Research Council of Italy revealed that approximately 50% of the average energy intake daily in European countries emerged from the consumption of processed foods in 2021.

Market Developments:

• Mission Company, a company specializing in the production of wraps and tortillas, introduced gluten-free tortillas manufactured using cauliflower flour and almond flour in 2021 the European market. The growing consumption of these products encouraged the company to launch Zero Net Carbs Tortillas, which contain zero carbohydrates and sugar, to aid consumers opting for keto diet lifestyles.
• In 2020, Old El Paso introduced a new range of mini tortillas and street food kits to appeal to younger consumers, while Mission Foods launched a new line of gluten-free tortilla wraps. These product innovations aim to meet the changing consumer demands and keep up with the competition.

The growing popularity of Mexican and Tex-Mex cuisine in the UK has driven the demand for tortilla products. Consumers are looking for authentic and convenient options to make their favorite Mexican dishes at home, and tortillas are versatile ingredients that can be used in a variety of recipes. Moreover, tortilla products are convenient and versatile, making them a popular choice for busy consumers looking for quick and easy meal options. Tortillas can be used to make wraps, tacos, quesadillas, and other dishes and are available in a range of sizes and flavors to suit different tastes and preferences.

Market Segmentation:

By Product type

• Taco Shells
• Tostadas
• Corn Tortilla
• Flour Tortilla
• Tortilla Chips

By Source

• Corn
• Wheat

By Processing Type

• Fresh
• Frozen

By Distribution Channel

• Online
• Offline

By Country

• Germany
• France
• UK
• Spain
• Others