The Germany tortilla market is projected to grow at a CAGR of 4.21% to reach US$239.359 million by 2025, from US$186.893 million in 2019. According to the nutrition report on food preferences, eating and shopping habits of German consumers, of 2019 published by the German Federal Ministry of Food and Agriculture, 98% of respondents interviewed for the report prefer their food to taste good and 90% of them prefer their food to be healthy. 80% of consumers who are between 14 to 29 years of age find a healthy diet important and 96% of those who are above 60 years prefer a healthy diet. 52 % of the respondents surveyed for the report considers that the meal can be quickly and easily prepared and t 63% of those who are living alone and 57% of the women prefer the preparation of the meal to be uncomplicated. Moreover, 32% of the respondents consider it important that their food is 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 alternatives to meat 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 in the few of the criteria that have been mentioned.
Also, 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 as of 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 that specializes in organic products in Berlin, reportedly during April 2019 which 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 and 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.