Strong positioning, convenience drive tortilla sales

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Strong positioning, convenience drive tortilla sales

6 Aug 2026

KANSAS CITY, MO — Tortillas and flatbreads are an essential pantry item for many consumers. Traditional products still largely drive category growth, but offerings with targeted health attributes and premium ingredients add purchase value. Highlighting versatility, convenience and availability will stimulate growth.

Maintaining the Core

With $4.4 billion in sales reported in the Circana data for the latest 52 weeks ending June 14, 2026, center-store tortillas/taco kits are stable but not necessarily expanding. While tortillas are a household fixture, there are some barriers to category momentum, including competition from wraps and flatbreads that serve similar meal occasions.

“Tortillas are a staple category, with traditional core products making up the majority of sales rather than shifting dramatically to alternative offerings,” said Katie Ferrall, director of client insights at Circana. “Brands that are winning combine clear positioning with strong shelf presence and availability. Flat performance of center-store tortillas reflects steady demand, uneven brand results and shifts in where and how consumers shop.”

Performance for center-store tortillas varies across brands. Larger, established players such as Mission Foods and Guerrero’s Mexican Foods, both brands under the Mexico-based Gruma Corp.’s umbrella, and Minneapolis-based General Mills’ Old El Paso brands are seeing slow sales in core products, which is impacting the category. Ferrall noted private label and brands such as La Banderita, owned by Norcross, GA-based Ole Mexican Foods, are gaining market share, largely driven by distribution and clear shelf positioning.

“Distribution and targeted innovation move the needle for tortillas, rather than a broad shift to better-for-you products,” Ferrall explained. “In a mature category like tortillas, simply being more available and offering the right balance of value or wellness can drive growth.”

For instance, Ole Mexican is performing well with its specific health-focused platform, Ole Xtreme Wellness.

Targeted Health Claims

Two-thirds of consumers use value-added products, including flavored, healthier and diet-focused tortillas, according to Mintel’s “US Tortillas and Wraps Market Report 2026.” Items carrying health claims that satisfy specific needs often positively impact sales. Ferrall pointed out that 28% of shoppers are purchasing tortillas with net carb claims, which outperform broader low-carb positioning and drive the strongest buyer growth.

“The biggest opportunity for tortillas is at the intersection of health, flavor and functionality with products that deliver a clear benefit while still meeting taste and everyday usage needs,” Ferrall explained. “At the same time, flavor-forward options like vegetable and cheese are expanding their consumer base and driving incremental sales by combining taste with perceived better-for-you benefits.”

From a consumer standpoint, corn tortillas tend to benefit from perceptions of authenticity and ingredient simplicity, which helps support demand, while flour tortillas are seen as more versatile. However, Ferrall noted flour tortillas compete with wraps and other bread alternatives, which may contribute to steeper dollar declines when compared with corn tortilla sales, which have not declined as much.

Refrigerated Sees Growth

Demand for tortillas has not necessarily declined; rather, it’s being spread across more formats such as the refrigerated section. Smaller than the center-store tortilla segment, sales of refrigerated tortillas are higher than those sold in the perimeter, posting 1.7% dollar and 5.8% unit growth, according to Circana data.

“A shift in consumer preference for more freshness, authenticity and premium appeal is driving growth for refrigerated tortillas, with shoppers associating these products with a homemade experience versus shelf-stable items,” Ferrall said. “Brands like Tortilla Land and Fresca Tortilla Co. showed strong performance, impacted by increased velocity and growing demand for products that deliver more authentic, meal-ready solutions at home.”

Wrapping Up Sales

Wraps and flatbreads are outperforming traditional tortillas in center store, driven by better-for-you positioning, versatility and alignment with evolving meal occasions. The center-store wraps/flatbreads segment, excluding tortillas, showed 11.2.% dollar and 7.2% unit increases, according to Circana data. There is also a shift in perception, with wraps and flatbreads being viewed as more modern, with placement and labeling influencing shoppers’ behavior.

“Growth for this segment is tied to health-oriented claims,” Ferrall said. “Fiber, grain blends and saturated fat positioning resonate with consumers seeking more balanced, everyday options. Simple, familiar products like plain wraps and flatbreads account for most of the gains, highlighting the importance of flexibility over niche flavors.”

Pockets of Growth

Pita and flatbreads are examples of how consumers are navigating value today. Center-store pita posted 33.5% gains in dollar sales but also 18.9% price increases. Despite higher prices, units increased by 12.2%, according to Circana data. Ferrall pointed out that even with price increases, unit growth for pita remains strong, which demonstrates shoppers’ willingness to pay more when they perceive higher quality or a more premium experience.

“Within center store, growth is increasingly polarized, as consumers are either trading down into private label for value or trading up into more premium, artisanal offerings,” Ferrall explained. “This type of shopping behavior aligns with broader trends across flatbreads, where price points are already higher than traditional tortillas.”

Naan and pita products are outperforming other perimeter flatbreads in terms of sales, due to strong distribution and versatility across meal occasions. They have also had some unit growth, compared with declines for perimeter flatbreads, wraps and tortillas.

“Core flavors such as plain pita and garlic naan are growing due to consumer interest in familiar, easy-to-use options,” Ferrall said. “Naan performed well in Walmart and other key retailers, with growth in e-commerce helping expand reach.”

Opportunities Ahead

Products that deliver targeted health attributes such as net carbs or fiber, as well as simple, flavor-forward options, will keep the category fresh. Optimizing pack sizes and formats to match everyday usage is also key.

“Thoughtful innovation needs to focus on value, versatility and product differentiation,” Ferrall explained. “Growth is also closely tied to distribution and channel strength.”

For tortillas, the main obstacle to growth is fragmentation, as producers face competition from wraps, flatbreads and refrigerated options. By developing a strategy that combines strong value and broad availability — while delivering simple flavor or targeted health attributes — all brands will grow sales.

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