Product Code: TIPRE00040987
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.
Table Of Contents
1. Introduction
- 1.1 Report Guidance
- 1.2 Market Segmentation
2. Executive Summary
- 2.1 Analyst Market Outlook
- 2.2 Market Attractiveness
3. Research Methodology
- 3.1 Secondary Research
- 3.2 Primary Research
- 3.2.1 Hypothesis formulation:
- 3.2.2 Macro-economic factor analysis:
- 3.2.3 Developing base number:
- 3.2.4 Data Triangulation:
- 3.2.5 Country level data:
- 3.3 Assumptions and Limitations
4. Southern Africa Wheat Tortilla and Wraps Market Landscape
- 4.1 Overview
- 4.2 Porter's Five Forces Analysis
- 4.2.1 Bargaining Power of Suppliers
- 4.2.2 Bargaining Power of Buyers
- 4.2.3 Threat of New Entrants
- 4.2.4 Intensity of Competitive Rivalry
- 4.2.5 Threat of Substitutes
- 4.3 Impact of US Trade Tariff on Southern Africa Wheat Tortilla and Wraps Market
- 4.3.1 Trade between the US and China:
- 4.3.2 Impact on US Import-Export Trends:
- 4.3.2.1 Import Trends -
- 4.3.2.2 Export Trends -
- 4.3.3 Impact on the US Consumers:
- 4.3.4 Impact on the Stock Market:
- 4.3.5 Impact on Other Countries:
- 4.3.6.1 Impact on US Manufacturers -
- 4.3.6.2 Impact on International Manufacturers -
- 4.3.6.3 Conclusion
- 4.4 Ecosystem Analysis
- 4.4.1 Raw Material Suppliers
- 4.4.2 Manufacturers
- 4.4.3 Distributors or Suppliers
- 4.4.4 Distributors/Suppliers
- 4.4.5 End Users
- 4.4.6 List of Vendors in the Value Chain
- 4.5 Average Selling Price by Type, 2024
5. Southern Africa Wheat Tortilla and Wraps Market - Key Market Dynamics
- 5.1 Southern Africa Wheat Tortilla and Wraps Market - Key Market Dynamics
- 5.2 Market Drivers
- 5.2.1 Rise in Popularity of Mexican Cuisine
- 5.2.2 Rapid Urbanization and Increased Demand for Convenience and Ready-to-Eat Products
- 5.3 Market Restraints
- 5.3.1 Dependence on Import of Raw Material
- 5.4 Market Opportunities
- 5.4.1 Increasing Preference for Low-Carb Products
- 5.5 Future Trends
- 5.5.1 Surging Clean-Label and Organic Trend
- 5.6 Impact of Drivers and Restraints:
6. Southern Africa Wheat Tortilla and Wraps Market Analysis
- 6.1 Southern Africa Wheat Tortilla and Wraps Market Volume and Forecast (Million Units), 2021-2031
- 6.2 Southern Africa Wheat Tortilla and Wraps Market Volume Forecast and Analysis (Million Units)
- 6.3 Southern Africa Wheat Tortilla and Wraps Market Revenue and Forecast (US$ Million), 2021-2031
- 6.4 Southern Africa Wheat Tortilla and Wraps Market Forecast and Analysis (US$ Million)
7. Southern Africa Wheat Tortilla and Wraps Market Volume and Revenue Analysis - by Type
- 7.1 Wheat Tortilla
- 7.1.1 Overview
- 7.1.2 Wheat Tortilla: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 7.1.3 Wheat Tortilla: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 7.2 Wheat Pita
- 7.2.1 Overview
- 7.2.2 Wheat Pita: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 7.2.3 Wheat Pita: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 7.3 Wheat Roti or Chapati
- 7.3.1 Overview
- 7.3.2 Wheat Roti or Chapati: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 7.3.3 Wheat Roti or Chapati: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 7.4 Others
- 7.4.1 Overview
- 7.4.2 Others: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 7.4.3 Others: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
8. Southern Africa Wheat Tortilla and Wraps Market Volume and Revenue Analysis - by Flavor
- 8.1 Plain or Regular
- 8.1.1 Overview
- 8.1.2 Plain or Regular: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 8.1.3 Plain or Regular: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 8.2 Herb
- 8.2.1 Overview
- 8.2.2 Herb: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 8.2.3 Herb: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 8.3 Tomato
- 8.3.1 Overview
- 8.3.2 Tomato: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 8.3.3 Tomato: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 8.4 Peri Peri or Chili
- 8.4.1 Overview
- 8.4.2 Peri Peri or Chili: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 8.4.3 Peri Peri or Chili: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 8.5 Masala Spiced
- 8.5.1 Overview
- 8.5.2 Masala Spiced: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 8.5.3 Masala Spiced: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 8.6 Garlic
- 8.6.1 Overview
- 8.6.2 Garlic: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 8.6.3 Garlic: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 8.7 Others
- 8.7.1 Overview
- 8.7.2 Others: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 8.7.3 Others: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
9. Southern Africa Wheat Tortilla and Wraps Market Volume and Revenue Analysis - by Category
- 9.1 Conventional
- 9.1.1 Overview
- 9.1.2 Conventional: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 9.1.3 Conventional: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 9.2 Low-Carb
- 9.2.1 Overview
- 9.2.2 Low-Carb: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 9.2.3 Low-Carb: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 9.3 Gluten-Free
- 9.3.1 Overview
- 9.3.2 Gluten-Free: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 9.3.3 Gluten-Free: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
10. Southern Africa Wheat Tortilla and Wraps Market Volume and Revenue Analysis - by End Use
- 10.1 Retail
- 10.1.1 Overview
- 10.1.2 Retail: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 10.1.3 Retail: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 10.1.4 Supermarkets and Hypermarket
- 10.1.4.1 Overview
- 10.1.4.2 Supermarkets and Hypermarket: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 10.1.4.3 Supermarkets and Hypermarket: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 10.1.5 Convenience Stores
- 10.1.5.1 Overview
- 10.1.5.2 Convenience Stores: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 10.1.5.3 Convenience Stores: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 10.1.6 Online Retail
- 10.1.6.1 Overview
- 10.1.6.2 Online Retail: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 10.1.6.3 Online Retail: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 10.1.7 Others
- 10.1.7.1 Overview
- 10.1.7.2 Others: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 10.1.7.3 Others: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 10.2 Foodservice
- 10.2.1 Overview
- 10.2.2 Foodservice: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 10.2.3 Foodservice: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 10.2.4 Quick Service Restaurants
- 10.2.4.1 Overview
- 10.2.4.2 Quick Service Restaurants: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 10.2.4.3 Quick Service Restaurants: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 10.2.5 Casual Dining Restaurants
- 10.2.5.1 Overview
- 10.2.5.2 Casual Dining Restaurants: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 10.2.5.3 Casual Dining Restaurants: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 10.2.6 Fine Dining Restaurants
- 10.2.6.1 Overview
- 10.2.6.2 Fine Dining Restaurants: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 10.2.6.3 Fine Dining Restaurants: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 10.2.7 Cafes and Bars
- 10.2.7.1 Overview
- 10.2.7.2 Cafes and Bars: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 10.2.7.3 Cafes and Bars: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 10.2.8 Others
- 10.2.8.1 Overview
- 10.2.8.2 Others: Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast, 2021-2031 (Million Units)
- 10.2.8.3 Others: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
11. Southern Africa Wheat Tortilla and Wraps Market - Country Analysis
- 11.1 Southern Africa
- 11.1.1 Southern Africa Wheat Tortilla and Wraps Market Breakdown, by Countries
- 11.1.2 Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast Analysis - by Country
- 11.1.2.1 Southern Africa Wheat Tortilla and Wraps Market - Volume and Forecast Analysis - by Country
- 11.1.2.2 Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast Analysis - by Country
- 11.1.2.3 South Africa: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 11.1.2.3.1 South Africa: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by Type
- 11.1.2.3.2 South Africa: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by Flavor
- 11.1.2.3.3 South Africa: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by Category
- 11.1.2.3.4 South Africa: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by End Use
- 11.1.2.4 Botswana: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 11.1.2.4.1 Botswana: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by Type
- 11.1.2.4.2 Botswana: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by Flavor
- 11.1.2.4.3 Botswana: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by Category
- 11.1.2.4.4 Botswana: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by End Use
- 11.1.2.5 Namibia: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 11.1.2.5.1 Namibia: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by Type
- 11.1.2.5.2 Namibia: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by Flavor
- 11.1.2.5.3 Namibia: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by Category
- 11.1.2.5.4 Namibia: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by End Use
- 11.1.2.6 Lesotho: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 11.1.2.6.1 Lesotho: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by Type
- 11.1.2.6.2 Lesotho: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by Flavor
- 11.1.2.6.3 Lesotho: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by Category
- 11.1.2.6.4 Lesotho: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by End Use
- 11.1.2.7 Zimbabwe: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 11.1.2.7.1 Zimbabwe: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by Type
- 11.1.2.7.2 Zimbabwe: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by Flavor
- 11.1.2.7.3 Zimbabwe: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by Category
- 11.1.2.7.4 Zimbabwe: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by End Use
- 11.1.2.8 Mozambique: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 11.1.2.8.1 Mozambique: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by Type
- 11.1.2.8.2 Mozambique: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by Flavor
- 11.1.2.8.3 Mozambique: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by Category
- 11.1.2.8.4 Mozambique: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by End Use
- 11.1.2.9 Rest of Southern Africa: Southern Africa Wheat Tortilla and Wraps Market - Revenue and Forecast, 2021-2031 (US$ Million)
- 11.1.2.9.1 Rest of Southern Africa: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by Type
- 11.1.2.9.2 Rest of Southern Africa: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by Flavor
- 11.1.2.9.3 Rest of Southern Africa: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by Category
- 11.1.2.9.4 Rest of Southern Africa: Southern Africa Wheat Tortilla and Wraps Market Breakdown, by End Use
12. Competitive Landscape
- 12.1 Heat Map Analysis by Key Players
- 12.2 Company Market Share Analysis, 2024
13. Industry Landscape
- 13.1 Overview
- 13.2 New Product Development
- 13.3 Merger and Acquisition
- 13.4 Other Strategies and Developments
14. Company Profiles
- 14.1 Blue Shirt Bakery
- 14.1.1 Key Facts
- 14.1.2 Business Description
- 14.1.3 Products and Services
- 14.1.4 Financial Overview
- 14.1.5 SWOT Analysis
- 14.2 Grupo Bimbo SAB de CV
- 14.2.1 Key Facts
- 14.2.2 Business Description
- 14.2.3 Products and Services
- 14.2.4 Financial Overview
- 14.2.5 SWOT Analysis
- 14.2.6 Key Developments
- 14.3 Comessa Food Services (Pty) Ltd
- 14.3.1 Key Facts
- 14.3.2 Business Description
- 14.3.3 Products and Services
- 14.3.4 Financial Overview
- 14.3.5 SWOT Analysis
- 14.4 Azteca Mexican Products
- 14.4.1 Key Facts
- 14.4.2 Business Description
- 14.4.3 Products and Services
- 14.4.4 Financial Overview
- 14.4.5 SWOT Analysis
- 14.5 Tortilla Dora Pty Ltd
- 14.5.1 Key Facts
- 14.5.2 Business Description
- 14.5.3 Products and Services
- 14.5.4 Financial Overview
- 14.5.5 SWOT Analysis
- 14.6 Meze Foods
- 14.6.1 Key Facts
- 14.6.2 Business Description
- 14.6.3 Products and Services
- 14.6.4 Financial Overview
- 14.6.5 SWOT Analysis
- 14.7 Rotilicious
- 14.7.1 Key Facts
- 14.7.2 Business Description
- 14.7.3 Products and Services
- 14.7.4 Financial Overview
- 14.7.5 SWOT Analysis
- 14.8 Top Rotis
- 14.8.1 Key Facts
- 14.8.2 Business Description
- 14.8.3 Products and Services
- 14.8.4 Financial Overview
- 14.8.5 SWOT Analysis
- 14.9 FGL Foods
- 14.9.1 Key Facts
- 14.9.2 Business Description
- 14.9.3 Products and Services
- 14.9.4 Financial Overview
- 14.9.5 SWOT Analysis
- 14.10 Mexicorn
- 14.10.1 Key Facts
- 14.10.2 Business Description
- 14.10.3 Products and Services
- 14.10.4 Financial Overview
- 14.10.5 SWOT Analysis
- 14.11 Anat Foods (Pty) Ltd
- 14.11.1 Key Facts
- 14.11.2 Business Description
- 14.11.3 Products and Services
- 14.11.4 Financial Overview
- 14.11.5 SWOT Analysis
- 14.12 Tiger Brands Limited
- 14.12.1 Key Facts
- 14.12.2 Business Description
- 14.12.3 Products and Services
- 14.12.4 Financial Overview
- 14.12.5 SWOT Analysis
- 14.13 Amaro Foods
- 14.13.1 Key Facts
- 14.13.2 Business Description
- 14.13.3 Products and Services
- 14.13.4 Financial Overview
- 14.13.5 SWOT Analysis
- 14.14 Woolworths Holdings Ltd
- 14.14.1 Key Facts
- 14.14.2 Business Description
- 14.14.3 Products and Services
- 14.14.4 Financial Overview
- 14.14.5 SWOT Analysis
15. Appendix
- 15.1 About The Insight Partners