Tortilla Chips Sales Volume

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Tortilla Chips, Total Volume

Tortilla production in the United States is estimated to reach 906,600 tonnes by the end of 2019. Below are additional statistics on the U.S. tortilla production industry.

TORTILLA PRODUCTION VOLUME

RESEARCH STRATEGY:

In order to gather insights on the tortilla production volume in the U.S., your research team relied on reports published by the Canadian Ministry of Agriculture and Agri-Food and IBIS World. The Canadian Ministry of Agriculture and Agri-Food, through its Agriculture and Agri-Food Canada (AAFC) website, published some findings from the Euromonitor's 2018 Savory Snacks in the U.S. report. We based our findings from these sources as they are reputable organizations.

To confirm if the 2019 tortilla projections from AAFC were true, we checked predictions from Statista which indicate that the U.S. tortilla, flips and pretzels and other savory snacks (excluding potato chips and nuts) would reach 2.54598 million tonnes by the end of 2019. We then referred to the AAFC website which indicated that by 2019, the U.S. production of all savory snacks would be 4.4115 million tonnes. However, if we subtract the volume of nuts (543,500 tonnes), potato chips (781,800 tonnes) and we remain with a total of pretzels (328,500) we get the total remaining volume is 2.7577 million tonnes. This is close to the 2.4598 million tonnes prediction by Statista.
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Tortilla Chips Demographics

Tortilla chips purchases are skewed towards the Latin American population, women, and millenials in the US.

TORTILLA CHIPS DEMOGRAPHICS

  • Tortilla chips purchases across the US regions range as follows: 34% in the West, 29% in the South, 20% in the Northeast, 9% in the North or Midwest, and 8% in Southeast.
  • Chip and dip purchases are currently skewed toward younger consumers, particularly millennials. This demographic group is into variety, mixing products together, and buying in bulk.
  • Fifty one percent of tortilla chips and dips sales come from retail channels which do not include supermarkets. This category mainly consists of super centers, warehouse clubs, natural food stores, and online channels.
  • When it comes to preferences, consumers 55 and older are way more likely to "place importance on low/no fat, cholesterol, and salt when buying chips or dips" while the majority of millennials are "most likely to eat products with non-traditional bases, such as Greek yogurt dips, or quinoa chips."
  • Tortilla chips purchasers skew heavily towards women as they are known as the hosts for most social gatherings.
  • According to market reports, an overall skew is towards young white collar workers aged 25-39 years old.
  • Tortilla chips purchasing is heavily skewed towards low-income demographic categories.
  • In the United States, sales of tortilla chips are driven by the Latin American population, which has been growing rapidly in numbers.
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Tortilla Chips Purchase Behaviors

Consumers in the United States prefer healthy tortilla chip snacks with spicy, cheese, or exotic flavors. Portions of 15 ounces, 11 ounces, and 7.5 ounces appear popular. Consumers typically purchase tortilla chips for snacking at gatherings such as backyard barbecues, picnics, cookouts, rooftop gatherings, sports viewing parties, and events at the beach.

PREFERRED TYPES OF TORTILLA CHIPS

  • Consumers in the United States appear to like tortilla chips labeled 'natural', 'clean', and 'healthy', as this category of tortilla chips grew 4% more than other tortilla chip categories in 2018. Other tortilla chip categories grew by only 2%.
  • Tortilla chips with higher protein content seem popular as well since the number of tortilla chip snacks with this label increased from 16% in 2016 to 20% in 2020.
  • Tortilla chips with spicy, cheese, or exotic/unusual flavors did particularly well. In 2017, the hot and spicy flavor category grew by 14%, while the cheese flavor category grew by 12%. Also, 34% of consumers in the United States express desire for exotic flavors.
  • In the year ending June 10, 2018, the brands of tortilla chips and tostadas with the highest dollar sales in the United States were Total Tortilla Chips/Tostadas ($4,271.3 million), Doritos ($1,588.1 million), Tostitos ($601.5 million), Tostitos Scoops ($448.3 million), private label ($270.5 million), Santitas ($238.2 million), Barcel Takis Fuego ($205.2 million), On The Border ($189.8 million), Mission ($75.7 million), Calidad ($65.0 million), and Late July Organic ($43.8 million).
  • Of note are Barcel Takis Fuego and Late July Organic whose dollar sales grew by 23.3% and 20.9%, respectively, in said year. These growth rates were far higher than those recorded by the other brands. Barcel Takis Fuego has an intense "hot chili pepper and lime" flavor, while Late July Organic is gluten-free and kosher and makes use of non-GMO and organic ingredients.
  • Options that are paleo-friendly are growing in popularity too.

AMOUNTS IN WHICH TORTILLA CHIPS ARE BOUGHT

  • Fifty-six percent of consumers in the United States "eat snacks that have convenient portion sizes."
  • The ten best-selling tortilla chips and crisps on Amazon are:
    • Doritos Nacho Cheese Flavored Tortilla Chips, Party Size! (15 Ounce)
    • Santitas White Corn Tortilla Chips, 11 Ounce
    • Simply Organic Doritos White Cheddar Flavored Tortilla Chips, 7.5 Ounce
    • Quest Tortilla Style Chips — Variety — 30 Ct (Nacho, Ranch, Chili Lime) — 30 pcs of 3-4 g bags
    • Tostitos Scoops! Tortilla Chips, Party Size! (14.5 Ounce)
    • Doritos Nacho Cheese Flavored Tortilla Chips, 12 Singles — 12 pcs of 1-oz bags
    • Tostitos Original Restaurant Style Tortilla Chips, Party Size! (18 Ounce)
    • Tostitos Bite Size Rounds Tortilla Chips, 13 Ounce
    • Doritos Nacho Cheese Flavored Tortilla Chips, 1.75 Ounce (Pack of 64)
    • Garden of Eatin' Sesame Blues Corn Tortilla Chips, 7.5 oz.
  • Tortilla chip snacks come in different sizes and amounts, but the top three best-selling tortilla chip products on Amazon suggest that the most common amounts in which tortilla chips are bought are 15 ounces, 11 ounces, and 7.5 ounces.

TORTILLA CHIP PURCHASE MOTIVATIONS

  • Events appear to be a purchase motivator since tortilla chips are quite popular at backyard barbecues, picnics, cookouts, rooftop gatherings, and events at the beach.
  • Corn and tortilla chips are the favorite snack at rooftop gatherings, with 36% of consumers in the United States preferring the snack.
  • Corn and tortilla chips are the second favorite snack at backyard barbecues, picnics, cookouts, with 37% of consumers in the United States preferring corn and tortilla chips as opposed to 43% of consumers preferring potato chips.
  • Tortilla chips are the second favorite snack at Super Bowl parties. In the week of Super Bowl 2018, sales of tortilla chips grew by 35%.
  • Potato chips and tortilla chips are equally popular at the beach.
  • The primary purchase drivers of tortilla chips are flavor and taste. When it comes to purchase drivers, taste outranks nutrition, and quality outranks convenience.
  • Snacks serve a number of roles for consumers. Consumers snack to satisfy their hunger, meet their daily nutrition goals, or increase their energy.


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