Germany Tortilla Market - Forecasts from 2022 to 2027

The German tortilla market is projected to grow at a CAGR of 5.34% to reach US$278.350 million by 2027, from US$193.375 million in 2020.

According to the nutrition report on food preferences, eating, and shopping habits of German consumers in 2019 published by the German Federal Ministry of Food and Agriculture, 98% of respondents interviewed for the report preferred their food to taste good, and 90% of them chose their food to be healthy. 80% of consumers between 14 to 29 years of age found a healthy diet necessary, and 96% of those above 60 years favoured a healthy diet. 52 % of the respondents surveyed for the report considered that the meal could be quickly and easily prepared, and 63% of those living alone and 57% of the women preferred the meal preparation to be uncomplicated. Moreover, 32% of the respondents considered it essential that their food be inexpensive. For about a third of respondents (33%), the food must be low in calories. Also, Germans, as per the report, have a diverse diet; among others, 64% of those surveyed, dairy products such as yogurt or cheese are on the menu every day. On the other hand, 26% of those surveyed eat meat and sausage every day. Plant-based alternatives to milk, yogurt, or cheese, as well as meat alternatives, are eaten daily by 5 % of those surveyed. Thus, the aforesaid findings by the Government of Germany are conclusively instrumental in the anticipated growth of the German tortilla market during the forecast period because tortilla easily fits a few of the criteria that have been mentioned.

The tortilla market is quickly expanding, although several constraints, such as the availability of replacements in the tortilla sector, are limiting its expansion. Another issue limiting this market's growth is a lack of understanding of the nutritional value of tortilla products, which will limit growth throughout the anticipated period.

During the forecast period, the corn segment held the greatest share of the German tortilla market. The maize tortilla is the most classic tortilla type. An industrial nixtamalization technology is used to make many maize tortillas in supermarkets. Traditional tortillas are made entirely of maize, although they can alternatively be made entirely with dehydrated maize flour. Corn tortillas are low in fat, salt, potassium, calcium, and fibre, as well as being low in fat. Because of their changing lifestyles, consumers are increasingly concerned about their health, which has led to the adoption of this product.

The market for tortilla chips outperformed the market for tortillas in Germany. Maize is the main tortilla source; hence tortilla chips are known as a type of snack made from corn. The market is being pushed by the growing demand for nutritious snacks among young people.

Recent Developments

Tlaxcalli tortillas, Europe's first-ever organic tortilleria which are prepared using German organic corn, were launched in April 2019 in a German organic supermarket chain called Tlaxcalli.

In July 2020, a division of PepsiCo, notably Frito-Lay in Perry, Georgia, invested a massive amount of around USD 200 million for expansion of its snack activities, primarily in tortilla chips goods.

COVID-19 Impact

According to the report, the Corona crisis has influenced the cooking and eating behavior of Germans. Almost one in three, i.e., 30% of those surveyed, cooks more often than before the crisis. Further, as per USDA, Germany’s grocery retailing reached an estimated USD 273.9 billion in June 2020. With the advent of COVID-19, much of the demand for food and agricultural products shifted from the restaurant and foodservice sector to food retail due to lockdown measures and working from home. Consumers not only spent more money on food to build an emergency stockpile, but they also shopped more consciously and focused on locally grown food. To this end, it should be noted that Europe's first organic tortillas were launched in a select few of the supermarket chains called Bio Company, which specializes in organic products in Berlin, reportedly during April 2019, much before the advent of Corona. Also, Germany is the second-largest organic market in the world (behind the United States), as per USDA. Further, Germany is an attractive and cost-efficient location in the center of the EU. It is characterized by some of the lowest food prices in Europe, thereby creating a healthy environment for facilitating more demand for tortillas and enabling players to tap into the well-developed food processing industry of Germany to respond to the same, thus fueling the anticipated growth of the German tortilla market during the forecast period.

Segmentation

By Product Type

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

By Source

• Corn
• Wheat

By Processing Type

• Fresh
• Frozen

By Distribution Channel

• Online
• Restaurants
• Supermarkets