According to IBISWorld, tortilla production in the U.S. has grown 3 percent in the past five years thanks to the fact that tortillas—especially ones boosted with ingredients like spinach and whole wheat—are perceived to be healthier than bread during a time when consumers value nutrition.
Other reasons for growth include the growing Hispanic population, consumers looking for healthier bread alternatives, and the increased popularity of Mexican foods, says Dan Gooch, vice president of operations, Catallia Mexican Foods LLC, Eagan, MN. As for tortilla chips, he adds, the same drivers apply, but add to this the fact that snacking is at an all-time high.