MARKET OVERVIEW Jim Kabbani Executive Director Tortilla Industry - - PowerPoint PPT Presentation

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Jul 03, 2023 135 likes •353 views

MARKET OVERVIEW Jim Kabbani Executive Director Tortilla Industry Association TRACKING US Dept Of Commerce Assigned NAICS Code 311830 to Tortilla Manufacturing Several Major Players Are Conglomerates Therefore Under Other Codes

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MARKET OVERVIEW

Jim Kabbani

Executive Director Tortilla Industry Association

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TRACKING

US Dept Of Commerce Assigned NAICS Code

311830 to Tortilla Manufacturing

Several Major Players Are Conglomerates

Therefore Under Other Codes

Majority Of Tortilla Sales Not Seen By IRI

– Relatively Small Portion Of Tortillas Are Sold Through Chain Retailers – Relatively Large Portion Of Tortillas Are Part Of Other Product (Burritos, Wraps) So Not Recorded As Tortilla Sales

Traditional Preference For Fresh-Onsite Tortillas

Makes Those Manufactured In Restaurants Untrackable

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Market Size & Growth

CAGR of 9+% Since 1996
Fueled By:

– Demographics – Dietary Diversification among All Ethnic Groups – Economics

US Sales in 2009 Estimated at $8+ Billion

– Salsa Outsold Ketchup in 2008 – Tortillas Outsold White Sandwich Bread in 2009

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Companies Active in TIA

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THE DEMOGRAPHIC DRIVER of U.S. TORTILLA SALES

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Majority See Continued Growth

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Marketing Seen As Key To Growth

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Cost Issues Remain Top Concern

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Product Types & Share

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Fresh Vs. Frozen / Refrigerated

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Sales By Purchaser

Based on IRI Data RETAIL 48% RESTAURANT 24% SCHOOLS 21% OTHER 7%

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Flour Tortillas

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Corn Tortillas

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Tortilla Chips

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By US Region

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Total Market Size

BILLIONS US DOLLAR 1999 1997 2001 2003 2005 2007 2009 2011