Wrapping up

In the race to meet ever-changing consumer demands, tortillas seem to be keeping pace. “La Tortilla Factory has been committed to flavored wraps and health-­conscious tortilla options for 20 years now,” Mr. Tamayo said. “Keeping flavors or seasoning blends relevant to changing consumer taste profiles is part of the ongoing effort.”

Manufacturers continue to listen to their customers and provide products that offer a variety of fresh, flavorful products that are healthy and versatile for busy lifestyles.

“We like to listen to the chefs who use our products, and they tell us what they need and for what,” Mr. Nin said. “We are always trying to accommodate our chefs’ requests. We get calls daily from people looking for our fried 13-oz bagged chips, which I would say is a consumer favorite.”

Azteca Foods differentiates its tortillas by marketing from a healthier platform anchored by their no-­preservative offerings sold in the refrigerated section. 

“Innovation at Azteca is about delivering flavorful and healthier products to the consumer,” Ms. Nargang said. “We target the primary grocery shopper, usually married with kids, working and extremely busy. She uses cooking dinner at home as a way to connect with her family and be creative, while seeking healthier options.”

Mr. Kabbani speculated that there is opportunity for future growth potential for American tortilla producers in exports to Europe, the Middle East and Asia. However, he went on to add, “The US market for tortillas is far from saturated, as consumers continue to adopt them as a main staple to their diets.”

Whether it’s used for a quesadilla, sandwich wrap or eaten plain, tortillas are the one food for many purposes in the American kitchen.