Southern Africa Wheat Tortilla and Wraps Market Size and Forecast (2021 - 2031), Global and Regional Share, Trend, and Growth Opportunity Analysis Report Coverage: By Type (Wheat Tortilla, Wheat Pita, Wheat Roti or Chapati, and Others), Flavor (Plain or R

The Southern Africa Wheat Tortilla and Wraps size was valued at US$ 178.74 million in 2024 and is projected to reach US$ 244.24 million by 2031; it is expected to register a CAGR of 4.6% from 2025 to 2031.

Wheat tortillas and wraps are flatbreads made primarily from wheat flour, water, fat, and salt, used as a versatile base for various dishes. Unlike corn tortillas, wheat-based versions have a softer, more pliable texture, making them ideal for wrapping fillings like meats, vegetables, and sauces. In Southern Africa, wheat tortillas and wraps are emerging as a non-traditional food item, influenced by global culinary trends and the growing popularity of Mexican and Tex-Mex cuisines. They are consumed in households, restaurants, and fast-food outlets, often as tacos, burritos, or sandwich wraps, appealing to consumers seeking convenient, customizable meal options.

Several factors drive the adoption of wheat tortillas and wraps in Southern Africa such as urbanization & changing diets, increasing wheat consumption, globalization of Mexican cuisine, and health and wellness awareness. Rapid urbanization across Southern Africa, particularly in countries like South Africa, Zimbabwe, and Zambia, has shifted dietary preferences toward convenient, globally inspired foods. Urban residents allocate 76% of household spending to essentials, mainly food, creating demand for versatile products like tortillas. The rising middle class and exposure to international cuisines further fuel this trend. Wheat is a staple in Southern Africa, with per capita consumption at approximately 27 kg annually, though lower than global averages. Between 2000 and 2009, wheat consumption in sub-Saharan Africa grew by 0.35 kg per person per year, outpacing maize and rice. This growing reliance on wheat, driven by income growth and women's increasing workforce participation, supports the production and consumption of wheat-based products like tortillas. The global popularity of Mexican and Tex-Mex dishes, such as tacos and burritos, has reached Southern Africa. The versatility of wheat tortillas as a base for these dishes aligns with consumer demand for diverse, flavorful meals. In other regions, like Japan, the introduction of taco wraps in convenience stores has spurred market growth, suggesting a similar potential in Southern Africa. Consumers are increasingly seeking healthier food options. Wheat tortillas, especially whole grain or low-carb variants, cater to this demand.

Health-conscious product innovation and cross-cultural culinary fusion are the two price trends in the market. The integration of wheat tortillas into local cuisines is a growing trend. In Southern Africa, tortillas could be adapted to include local flavors, such as braai-inspired fillings or spicy peri-peri sauces, similar to how Japanese convenience stores introduced taco wraps. This fusion enhances market appeal by aligning with regional tastes. The integration of wheat tortillas into local cuisines is a growing trend.

Some of the key players operating in the Southern Africa wheat tortilla and wraps market are Comessa Food Services (Pty) Ltd., Fatti's & Moni's, Grupo Bimbo SAB de CV, Premier Foods (Sasko), Tiger Brands, Albany Bakeries, Freshly Baked, Wrap it Up SA, Trufoods, and Simba (PepsiCo subsidiary).

The overall Southern Africa wheat tortilla and wraps market size has been derived using both primary and secondary sources. To begin the research process, exhaustive secondary research has been conducted using internal and external sources to obtain qualitative and quantitative information about the market. Also, multiple primary interviews have been conducted with industry participants to validate the data and gain analytical insights into the topic. Participants in this process include industry experts, such as VPs, business development managers, market intelligence managers, and national sales managers, along with external consultants, such as valuation experts, research analysts, and key opinion leaders, specializing in the Southern Africa wheat tortilla and wraps market.

Reasons to buy

Progressive industry trends in the Southern Africa wheat tortilla and wraps market to help players develop effective long-term strategies
Business growth strategies adopted by developed and developing markets
Quantitative analysis of the Southern Africa wheat tortilla and wraps market from 2021 to 2031
Estimation of the demand for different flavors across retail and foodservice in the different Southern African countries such as South Africa, Botswana, Namibia, Lesotho, Zimbabwe, Mozambique, and Rest of Southern Africa.
Porter's Five Forces analysis to illustrate the efficacy of buyers and suppliers operating in the industry to predict the market growth
Recent developments to understand the competitive market scenario and the demand for wheat tortilla and wraps across the different Southern Africa countries
Market trends and outlook coupled with factors driving and restraining the growth of the Southern Africa wheat tortilla and wraps market.
Decision-making process by understanding strategies that underpin commercial interest concerning the Southern Africa wheat tortilla and wraps market growth
The Southern Africa wheat tortilla and wraps market size at various nodes of market
Detailed overview and segmentation of the Southern Africa wheat tortilla and wraps market as well as its dynamics in the industry
The Southern Africa wheat tortilla and wraps market size in different regions with promising growth opportunities Show more