Flatbread Market Size
| Study Period | 2019 - 2029 |
| Market Size (2024) | USD 43.78 Billion |
| Market Size (2029) | USD 57.41 Billion |
| CAGR (2024 - 2029) | 6.77 % |
| Fastest Growing Market | Asia Pacific |
| Largest Market | North America |
| Market Concentration | Low |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Flatbread Market Analysis
The Flatbread Market size is estimated at USD 43.78 billion in 2024, and is expected to reach USD 57.41 billion by 2029, growing at a CAGR of 6.77% during the forecast period (2024-2029).
Flatbreads are becoming more popular across the globe because they are easy to use and versatile in a variety of recipes, and people are living busier lives and need quick and convenient food options. Manufacturers are increasingly using flatbreads in convenience foods. According to the Statistisches Bundesamt, the production value of convenience food in Germany was EUR 5.13 billion in 2022. The demand for flatbreads is fueled by the expansion of the food service industry, which includes quick-service restaurants and street food sellers. Flatbreads are frequently used in a wide range of menu items. For instance, the number of quick service restaurant (QSR) franchise establishments in the United States was 195,507 in 2023, according to the International Franchise Association.
The rising inclination towards gluten-free products is a significant trend in the flatbread market. People with gluten sensitivity, celiac disease, or those following a gluten-free diet for other health-related reasons are the target market for gluten-free flatbreads. This trend reaches an unexplored demographic, expanding the flatbread consumer base. For instance, the share of consumption volume of gluten-free ready-to-eat meals and breads in Spain was 21.1% and 3.1%, respectively, in 2022, according to the Ministry of Agriculture, Food and Environment. Furthermore, to align with protein-focused diets, some flatbreads are enriched with protein sources like chickpea flour or quinoa. This not only enhances nutritional content but also positions flatbreads as a satisfying option for those prioritizing protein intake. In conclusion, the growing demand for convenience food coupled with health consciousness is expected to drive the market further. Moreover, the increasing prevalence of e-commerce and online retail platforms helps people to purchase a wider variety of products, including flatbreads, with greater convenience.
Flatbread Market Trends
Rising Demand for Tortilla Fuel the Market Growth
The increasing awareness of health consciousness among customers in the marketplace has fueled the expansion of the tortilla industry worldwide. The tortillas are less fatty and appetizing and are high in folic acid; these are made from wheat and corn; the latter is rich in protein, thus helping minimize the risk of diseases caused by protein deficiency. For instance, in January 2023, Flagship Food Group launched Carb Cutting tortillas under its La Tortilla Factory and Tortilla King brands. The new line of tortillas includes a zero-net-carb tortilla, a 4-gram net-carb flour tortilla, and a 4-gram net-carb whole wheat tortilla. The use of tortillas in the form of wrappers is another factor boosting the expansion of the market. The tortilla segment is expected to grow with continuous R&D, rising disposable income, product standardization, and investment in advanced technologies and innovations. For instance, General Mills Inc. offers various tortilla products under its brand, Old El Paso. Its product range includes Old El Paso soft tortilla bowls, Old El Paso tortilla pockets, Old El Paso soft flour and corn blend tortilla bowls, etc. In August 2023, Old El Paso introduced a new ultra-light tortilla. The brand's lightweight wraps are Extra Thin Tortillas, which have 96 calories per empty tortilla, 45% fewer than the large variety.
Tortillas, thin flatbread bread rich in protein, vitamins, and minerals, are used to make burritos, tacos, and enchiladas. They are an integral part of Mexican cuisine and a staple food of the Hispanic community. While traditional tortillas are made from corn and wheat flour, tortilla manufacturers are introducing new products, including cauliflower, vegan, and carb-smart versions, to attract health-conscious and vegan customers, especially as more consumers show an inclination towards plant-based diets. Additionally, tortillas are a potential substitute for bread, and the increase in the popularity of ready-made dishes is boosting the market growth. Further, the increasing gluten-intolerant population and the growing preference for organic plant-based diets is mainly due to consumers' perception that these products are healthier and safer than conventional foods.
North America Holds the Significant Market Share
North America’s significant market share in the flatbread market is attributed to several factors, including its diverse culinary landscape, consumer demand for convenient and healthy food options, and the popularity of flatbreads in various cuisines such as Mexican, Mediterranean, and Middle Eastern. The market is expanding due to the convenience offered in terms of time savings and the low effort required for meal preparation. Furthermore, the growing working population and improving consumer lifestyles have enhanced the consumption of ready-to-eat (RTE) food products throughout the region, including flatbreads. Mexico and Cuba are popular tourist destinations in the region, and many tourists are attracted to traditional food products in these countries, such as tortillas. For instance, as per INEGI, in mid-2023, there were nearly 135 thousand restaurants serving tacos and tortillas in Mexico. Besides tourism, Mexican tortillas are essential for the traditional cuisine in this country and are consumed daily.
Consumers in the region are becoming more health-conscious and are looking for flatbread products made with natural and whole ingredients, such as whole grains. The focus on health is designed to correspond with the introduction of products that have whole grains, high fiber, or other nutrients that are beneficial to health. The growing“ gluten-free” varieties of flatbread products and the associated higher unit price will provide further fillip to value-based sales in the forecast period. For instance, in February 2023, Rise and Puff company launched a trio of thin and fresh varieties of tortillas in the United States, including original, certified Organic, and gluten-free, made using only four premium ingredients: non-GMO wheat flour, pure avocado oil, sea salt, and filtered pure water as per the company. Furthermore, the modernization of retail channels in the region, especially the online retail stores has made it easier for consumers to access flatbread products, which has contributed to the growth of the market. For instance, in January 2023, Tacit Corporation, in partnership with Pita Pit company, launched a mobile app and website for online ordering of its food products, including flatbreads.
Flatbread Industry Overview
The global flatbread market facilitates its operation in a highly modest market owing to various global and regional players dominating the market. Some prominent players in the market include Wilmar International Limited, General Mills Inc., Gruma SAB DE CV, Tyson Foods Inc., and Grupo Bimbo, S.A.B. de CV. The major players are focusing on partnerships, product launches, and expansions to expand their product offerings and market position. For instance, in April 2023, iD Fresh Foods expanded its offline distribution network and developed a hybrid business model. The strategic move was in response to the high sales of the company’s products via online retail stores. Similarly, in June 2022, Paulig Group partnered with Lantmännen, a northern European agricultural cooperative. The organization contracted the farmers to supply 17,000 tons of wheat flour to produce 400 million Santa Maria’s tortillas.
Flatbread Market Leaders
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Wilmar International Limited
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General Mills Inc.
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Gruma SAB DE CV
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Grupo Bimbo, S.A.B. de C.V.
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Tyson Foods Inc.
*Disclaimer: Major Players sorted in no particular order
Flatbread Market News
- In October 2023, Paulig Group launched Santa Maria Tortillas, which are baked with sustainable flour. The products contain wheat flour, seasonings, and other spices. The company claims that the product is available in the Baltic and Nordic markets.
- In August 2023, General Mill brand Old El Paso introduced a new ultra-light tortilla. The brand's most lightweight wraps to date are the new Extra Thin Tortillas, which have 96 calories per empty tortilla, 45% fewer than the large variety.
- In January 2023, Bimbo Canada, a subsidiary of Grupo Bimbo SAB de CV, invested CAD 15 million (USD 11.2 million) to build a new tortilla production line at its baking plant in Hamilton, Ontario., according to the government of Ontario. The government of Ontario said it is providing CAD 1.5 million (USD 1.1 million) through the Advanced Manufacturing and Innovation Competitiveness program in support of the expansion, which is expected to help Bimbo meet the growing market demand for tortillas in Western Canada.
Flatbread Market Report - Table of Contents
1. INTRODUCTION
1.1 Study Assumptions and Market Definition
1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET DYNAMICS
4.1 Market Drivers
4.1.1 Rising Proclivity Towards Convenient and Healthy Food Products
4.1.2 Surge in Demand for Clean Label And Free-from Foods
4.2 Market Restraints
4.2.1 Rising Concern About Lifestyle Diseases
4.3 Porter's Five Forces Analysis
4.3.1 Threat of New Entrants
4.3.2 Bargaining Power of Buyers/Consumers
4.3.3 Bargaining Power of Suppliers
4.3.4 Threat of Substitute Products
4.3.5 Intensity of Competitive Rivalry
5. MARKET SEGMENTATION
5.1 Product Type
5.1.1 Tortilla
5.1.2 Naan, Parathas and Chapathi
5.1.3 Pita
5.1.4 Focaccia
5.1.5 Other Product Types
5.2 Distribution Channels
5.2.1 On Trade
5.2.2 Off Trade
5.2.2.1 Supermarkets/Hypermarkets
5.2.2.2 Convenience/Grocery Stores
5.2.2.3 Online Retail Stores
5.2.2.4 Other Distribution Channel
5.3 Geography
5.3.1 North America
5.3.1.1 United States
5.3.1.2 Canada
5.3.1.3 Mexico
5.3.1.4 Rest of North America
5.3.2 Europe
5.3.2.1 Spain
5.3.2.2 United Kingdom
5.3.2.3 Germany
5.3.2.4 France
5.3.2.5 Italy
5.3.2.6 Russia
5.3.2.7 Rest of Europe
5.3.3 Asia-Pacific
5.3.3.1 China
5.3.3.2 Japan
5.3.3.3 India
5.3.3.4 Australia
5.3.3.5 Rest of Asia-Pacific
5.3.4 South America
5.3.4.1 Brazil
5.3.4.2 Argentina
5.3.4.3 Rest of South America
5.3.5 Middle East and Africa
5.3.5.1 South Africa
5.3.5.2 Saudi Arabia
5.3.5.3 Rest of Middle East and Africa
6. COMPETITIVE LANDSCAPE
6.1 Most Adopted Strategies
6.2 Market Share Analysis
6.3 Company Profiles
6.3.1 Wilmar International Limited
6.3.2 General Mills Inc
6.3.3 Grupo Bimbo, S.A.B. de CV
6.3.4 Savola Group
6.3.5 Paulig Group
6.3.6 Mama Grade Tortilla Factory
6.3.7 Sequoia Alimentos LTDA
6.3.8 True Foods
6.3.9 iD Fresh Food Private Limited.
6.3.10 Tyson Foods Inc.
6.3.11 Gruma SAB DE CV
6.3.12 Signature Flatbread LTD
- *List Not Exhaustive
7. MARKET OPPORTUNITIES AND FUTURE TRENDS
Flatbread Industry Segmentation
The flatbread products are generally unleavened, thin bread made with different types of flour. The global flatbread market is segmented into product type, distribution channels, and geography. Based on product type, the market is segmented into tortilla, naan, parathas and chapathi, pita, focaccia, and other product types. Based on distribution channels, the market is segmented into on-trade and off-trade. The ooff-trade segment is further divided into supermarkets/hypermarkets, convenience/grocery stores, online retail stores, and another distribution channel. Based on geography, the market is segmented into North America, Europe, Asia-Pacific, South America, and the Middle East and Africa. The market sizing has been done in value terms in USD for all the abovementioned segments.
| Product Type | |
| Tortilla | |
| Naan, Parathas and Chapathi | |
| Pita | |
| Focaccia | |
| Other Product Types |
| Distribution Channels | ||||||
| On Trade | ||||||
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| Geography | |||||||||
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Flatbread Market Research FAQs
How big is the Flatbread Market?
The Flatbread Market size is expected to reach USD 43.78 billion in 2024 and grow at a CAGR of 6.77% to reach USD 57.41 billion by 2029.
What is the current Flatbread Market size?
In 2024, the Flatbread Market size is expected to reach USD 43.78 billion.
Who are the key players in Flatbread Market?
Wilmar International Limited, General Mills Inc., Gruma SAB DE CV, Grupo Bimbo, S.A.B. de C.V. and Tyson Foods Inc. are the major companies operating in the Flatbread Market.
Which is the fastest growing region in Flatbread Market?
Asia Pacific is estimated to grow at the highest CAGR over the forecast period (2024-2029).
Which region has the biggest share in Flatbread Market?
In 2024, the North America accounts for the largest market share in Flatbread Market.
What years does this Flatbread Market cover, and what was the market size in 2023?
In 2023, the Flatbread Market size was estimated at USD 40.82 billion. The report covers the Flatbread Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Flatbread Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
Flatbread Industry Report
Statistics for the 2024 Flatbread market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Flatbread analysis includes a market forecast outlook for 2024 to (2024to2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
Flatbread Market Report Snapshots
