Baking Business summarized Mintel’s U.S. tortillas and wraps outlook: after years of price-led shopping, analyst Richard Caines sees room for manufacturers to lean into premium products.

In Mintel’s Tortillas and Wraps – US – 2026 work as cited by Baking Business, 60% of tortilla/wrap users agreed it is worth paying more for premium ingredients, and 52% said the same for artisanal. Interest is not limited to high-income shoppers; Gen Z and millennials skew toward value-added products.

Separately, 210 Analytics’ Anne-Marie Roerink flagged consumer obsession with freshness — including on-premise tortillerías and grocery formats marketed as baked within 24 hours. Packaging cues on storage and reheating can reinforce that perception.

Read the Baking Business feature for the full analyst framing.

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