The US tortilla market is projected to grow at a CAGR of 5.50% to reach US$24.985 billion by 2025, from US$18.121 billion in 2019. According to USDA, as of 2019 the food marketing system, which encompasses foodservice and food retailing reportedly supplied $1.77 trillion worth of food, out which this total, $969.4 billion was supplied by foodservice facilities. The same year witnessed the commercial foodservice establishments accounting for most of the food-away-from-home expenditures. This category includes caterers, certain cafeterias, fast food outlets, full-service restaurants, and other kinds of establishments (food trucks) which are known to prepare serve and sell food. In 2019, the share of food at home was 45.2 %, and food away from home was 54.8 %. In 2019, the two of the largest segments of the commercial foodservice market which are full-service and fast-food restaurants accounted for 73.1 % of all food-away-from-home sales. Also, fast food companies have built more outlets closer to consumers' homes and workplaces to make it more convenient for consumers to purchase meals and snacks. For instance, during February 2019, Taco Bell had reportedly announced the launch of nationwide delivery through Grubhub on Thursday and a limited-time free delivery promotion for orders. This announcement was followed by the announcement of Grubhub’s partnership with Yum Brands, which owns Taco Bell and KFC, which was announced during February 2018.
Nevertheless, the closure of food and beverage establishments during COVID 19, redirected tortilla sales over online channels and at supermarkets. This is primarily because in the USA as of July 2018, the Hispanic population was in the order of 59.9 million making people of Hispanic origin the nation’s largest ethnic or racial minority, constituting 18.3% of the nation’s total population [Source: United State Census Bureau]. Further due to the closure of schools and the advent of work from home leading to an increase in at-home consumption resulted in a rising sale of tortillas, especially due to the rise in snacking. Recognizing the latter, PepsiCo’s (NASDAQ: PEP) Frito-Lay, Inc had reportedly launched a new direct-to-consumer site Snacks.com, in May 2020 that was reportedly focused solely on delivering brands like Tostitos, among others. Further, COVID 19 has reinforced the willingness of consumers to adhere to healthy dietary habits and turn to more plant-based alternatives which have gained a lot of currency during recent times. To this end, during March 2020, a Mexican Food Chain called Gorditos was opened which will reportedly have tortilla has the number one ingredient in all their dishes. Further, they have also partnered with Mr. Tortilla to create a Low Carb Keto Menu using their Low Carb Keto tortillas. On the other hand, in August 2020, it was reported that Tia Lupita Foodshas teamed with Renewal Mill to launch new upcycled tortillas with the rationale to expand the company’s grain-free cactus tortilla line. The salient features of the tortillas are a high-fiber, gluten-free flour called okara flour that is organic and is harvested from leftover from soy milk processing, a blend of avocado oil, cassava flour, chia seeds, lime juice, nopales (cactus), and tapioca fiber. Therefor such conducive market conditions and the willingness of consumers to experiment, among others, are expected to drive the US tortilla market during the forecast period.