Tortillas - Global Strategic Business Report

This report analyzes the US & Mexican Markets for Tortillas in Millions of US$. Annual forecasts are provided for the period 2006 through 2015. The report profiles 112 companies including many key and niche players such as Gruma S.A.B. de, Gruma Corporation, Mission Foods, Grupo Industrial Maseca, S.A.B. de C.V, Grupo Bimbo SA, Grupo Herdez SA de CV, Kellogg Company, Nabisco Inc., and Pepperidge Farm Inc. Market data and analytics are derived from primary and secondary research. Company profiles are mostly extracted from URL research and reported select online sources.

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TORTILLAS

A US & MEXICAN MARKET REPORT

CONTENTS

I. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS

Study Reliability and Reporting Limitations I-1
Disclaimers I-2
Data Interpretation & Reporting Level I-2
Quantitative Techniques & Analytics I-3
Product Definitions and Scope of Study I-3

II. A US & MEXICAN MARKET REPORT

1. INDUSTRY OVERVIEW II-1
Tortillas: The Fastest Growing Bakery Product II-1
Tortilla Chips: Prime Beneficiary of the Growing Hispanic
Population II-1
Tortillas Address Health Concerns and Create New Opportunities II-1
Tortillas Allure Retailers II-2
Unlimited Merchandizing Options II-2
Variety Intensifies Visibility II-2
Impelling Factors for Growth of Tortilla Industry II-3
Prominent Features of Tortilla Industry II-3
Competitive Landscape II-3

2. PRODUCT OVERVIEW II-4
Definition of Tortillas II-4
Major Categories of Tortillas II-4
Mexican Tortillas II-5
The Making of Tortillas II-5
General Process for Making Corn and Flour Tortillas II-5
Corn Tortillas II-5
Flour Tortillas II-6
Industrial Process for Making Corn and Flour Tortillas II-6
Corn Tortillas II-6
Flour Tortillas II-7
Hot Press Method II-7
Hand Stretch Method II-7
Die Cut Method II-7
Tortilla Variants II-7
Tortilla Chips II-8
Nutritional and Other Values of Tortillas II-8
Tortilla - A Peek into History II-9
Flour Tortilla - Historic Review II-10
Evolution of Modern Tortilla Production Process II-10

3. REGIONAL MARKET OVERVIEW II-11

3a. THE UNITED STATES II-11
A.Market Analysis II-11
Overview II-11
Retail Sales of Tortillas II-11
Retailing Trends of Tortillas: Year 2008 II-12
Table 1: US Market for Hard/Soft Tortillas/Taco Kits for
the Year 2008: Percentage Breakdown of Dollar Sales by
Leading Brands - El Milagro, Guerrero, La Banderita,
Mission, Old El Paso, Old El Paso Stand n Stuff, Ole,
Ortega, Taco Bell Home Originals, Tia Rosa, Private Label,
and Others (includes corresponding Graph/Chart) II-12

Table 2: US Market for Hard/Soft Tortillas/Taco Kits for
the Year 2008: Percentage Breakdown of Unit Sales by
Leading Brands - El Milagro, Guerrero, La Banderita,
Mission, Old El Paso, Old El Paso Stand n Stuff, Ole,
Ortega, Taco Bell Home Originals, Tia Rosa, Private Label,
and Others (includes corresponding Graph/Chart) II-12

Table 3: US Market for Tortilla/Tostada Chips for the Year
2008: Percentage Breakdown of Dollar Sales by Leading
Brands - Doritos, Garden of Eatin, Garden of Eatin Blue
Chips, Mission, Old Dutch, On The Border, Santitas,
Snyders of Hanover, Tostitos, Tostitos Scoops, Private
Label, and Others (includes corresponding Graph/Chart) II-13

Table 4: US Market for Tortilla/Tostada Chips for the Year
2008: Percentage Breakdown of Unit Sales by Leading Brands
- Doritos, Garden of Eatin, Garden of Eatin Blue Chips,
Mission, Old Dutch, On The Border, Santitas, Snyders of
Hanover, Tostitos, Tostitos Scoops, Private Label, and
Others (includes corresponding Graph/Chart) II-13

Table 5: US Market for Tortilla/Wraps for the Year 2008:
Percentage Breakdown of Dollar Sales by Leading Brands -
Guerrero, La Banderita, Mission, Tia Rosa, Private Label,
and Others (includes corresponding Graph/Chart) II-14

Table 6: US Market for Refrigerated Tortillas for the Year
2008: Percentage Breakdown of Dollar Sales by Leading
Vendors - Azteca, Barnes, La Bonita Ole, Mission, Private
Label, and Others (includes corresponding Graph/Chart) II-14
Tortillas Market - Influence of Hispanics II-14
Popularity of Tortillas Soaring High Among Health Conscious
Consumers II-15
Tortillas in Other Healthy Meals II-15
Tortilla Chips - Highly Favored Salted Snack II-15
Table 7: US Market for Salty Snacks (2006): Percentage
Breakdown of Dollar Sales by Product Categories -Potato
Chips, Tortilla Chips, Puffed Cheese, Pretzels, Corn Chips,
Pork Rinds, Popped Popcorn, Trail Mixes, Caramel Corn,
Unpopped Popcorn, Potato Sticks, Variety Packs and Others
(includes corresponding Graph/Chart) II-16

Table 8: US Market for Salty Snacks (2006): Percentage
Breakdown of Unit Sales by Product Categories -Potato
Chips, Tortilla Chips, Puffed Cheese, Pretzels, Corn Chips,
Pork Rinds, Popped Popcorn, Trail Mixes, Caramel Corn,
Unpopped Popcorn, Potato Sticks, Variety Packs and Others
(includes corresponding Graph/Chart) II-16

Table 9: US Market for Snack Foods (2006): Percentage
Dollar Market Share of Potato chips, Tortilla chips, RTE
popcorn, Cheese snacks, Pretzels, and Corn snacks Through
Major Retailing Outlets - Supermarkets Grocery stores,
Convenience stores, Mass merchandiser, Warehouse club,
Vending, Drug stores, and Others (includes corresponding
Graph/Chart) II-17
White Corn Production in the US II-17
B.Market Analytics II-18
Table 10: US Recent Past, Current & Future Analysis for
Tortillas Market - Annual Consumption Figures in US$ Million
for the Years 2006 through 2015 (includes corresponding
Graph/Chart) II-18

3b. MEXICO II-19
A.Market Analysis II-19
Overview II-19
Tortillas - The Staple Food II-19
Alternative use of Tortillas II-19
Tortilla Chips - Not the Favorite Snack II-19
The Abode of Corn II-20
Mexican Corn Production: A Review II-20
Demand for Corn in Ethanol Production Rises Tortilla Prices II-21
Tortilla Consumption Declines II-21
Tortilla Price Agreement and Other Government Measures II-22
Prominent Food Programs II-23
Tortillas Need Nutritional Fortification II-23
B.Market Analytics II-23
Table 11: Mexican Recent Past, Current & Future Analysis for
Tortillas Market - Annual Consumption Figures in US$ Million
for the Years 2006 through 2015 (includes corresponding
Graph/Chart) II-23

4. PRODUCT INNOVATIONS/INTRODUCTIONS II-24
French Meadow Bakery™ Rolls Out Gluten-Free™ Tortillas II-24
McDonald Unveils Mac Snack Wrap II-24
French Meadow Bakery Launches Two New Tortilla Items II-24
Classic Foods Unveils New Tortilla Chips II-24
Discovery Foods Launches New Spicy Products II-24
El Pollo Rolls Out Grilled Chicken Tortilla Roll II-24
Frito-Lay Introduces ‘Pinch of Salt' II-25
Mars Snackfood Unveils New Snacks II-25
Mission Foods Introduces Four New Snack Items II-25
Frito-Lay Introduces Tostitos Flour Tortilla Chips II-25

5. RECENT INDUSTRY ACTIVITY II-26
Circle Foods Establishes New Production Facility II-26
Bob Evans Introduces New Burrito II-26
Del Rey Ceases Operations II-26
Illuminati Acquires Majority Stake in Fresh Harvest Products II-26
LiL Guy Foods and Tortilla King Merge to Form Tortilla King II-27
Mistral Takes Over Shearers Foods II-27
Prime Choice Foods Acquires Tennessee Chips II-27
Hain Celestial Launches Organic Pretz-O's II-27
Rubio's Launches New Grilled Tacos II-27
Ruiz Foods Launches El Monterey Southwest Chicken Taquitos II-28
Gruma to Set-Up a Facility in Panorama City II-28
Wise Snacks Partners with Campus Solutions II-28
Maseca Launches New Corn Flour Varieties II-28

6. FOCUS ON SELECT PLAYERS II-29
Gruma S.A.B. de C.V (Mexico) II-29
Gruma Corporation (US) II-29
Mission Foods (USA) II-29
Grupo Industrial Maseca, S.A.B. de C.V (Mexico) II-29
Grupo Bimbo SA (Mexico) II-30
Grupo Herdez SA de CV (Mexico) II-30
Kellogg Company (USA) II-30
Nabisco Inc. (USA) II-30
Pepperidge Farm Inc. (USA) II-31

III. COMPETITIVE LANDSCAPE

Total Companies Profiled: 112 (including Divisions/Subsidiaries - 121)

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Region/Country Players
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The United States 92
Canada 2
Europe 12
The United Kingdom 2
Spain 8
Rest of Europe 2
Asia-Pacific (Excluding Japan) 3
Latin America 12
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Tortilla is a flat (unleavened) white bread that serves as the staple food for Mexicans and Central Americans. The word ‘Tortilla’ is derived from the Spanish root ‘Torta’, which means ‘a plain round cake’. Tortillas are eaten all round the year, and are offered in various flavors and colors depending on the type of corn used in making them. Americans extensively use tortillas in different foods and most commonly in burritos, which is a traditional food of northern Mexico. Mexicans who have settled in the southwestern parts of the US continue to eat tortillas as staple food. Flour tortillas are used in restaurants for preparing a range of Mexican and non-Mexican cuisine. Further, with the increase in Hispanic population, tortillas are no longer considered as ethnic bread, but as mainstream dish.

Mexicans are among the largest consumers of tortillas in the world as stated by the new market research report on tortillas. Corn Tortillas form the staple food of Mexicans and tortilla factories are found commonly everywhere including cities, towns and villages and at times a single street may house more than one tortilla factory.

Tortilla industry encompasses several small players serving local markets and a few large players serving the global markets. Even as consumption of tortillas is high in Mexico, there is virtually no competition in this market because products are mostly undifferentiated. There are about 60,000 tortillerías in Mexico, and Gruma is the only major supplier of corn flour in the market. In the US, the number of significantly larger tortillerías is higher than in Mexico, and hence competition is intense.

Key players dominating the US and Mexican markets include Gruma S.A.B. de C.V, Gruma Corporation, Mission Foods, Grupo Industrial Maseca, S.A.B. de C.V, Grupo Bimbo SA, Grupo Herdez SA de CV, Kellogg Company, Nabisco Inc., and Pepperidge Farm Inc. among others.

© Global Industry Analysts, Inc., USA.

- Gruma S.A.B. de C.V
- Gruma Corporation
- Mission Foods
- Grupo Industrial Maseca
- S.A.B. de C.V
- Grupo Bimbo SA
- Grupo Herdez SA de CV
- Kellogg Company
- Nabisco Inc.
- Pepperidge Farm Inc