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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
19991997 2001 2003 2005 2007 2009 2011