Flatbread Market is expected to reach US$ 49.29 Billion by 2031

Increasing Popularity of Ethnic Cuisines Bolster Flatbread Market Growth

According to our latest study on "Flatbread Market Size and Forecast (2021–2031), Global and Regional Growth Opportunity Analysis – by Type and Distribution Channel," the market size is expected to grow from US$ 35.86 billion in 2024 to US$ 49.29 billion by 2031; it is estimated to register a CAGR of 4.7% from 2025 to 2031. The flatbread market report highlights key factors driving the flatbread market growth and prominent players along with their developments in the market.

As consumers worldwide are exploring different culinary approaches, the demand for diverse and ethnic food options is growing. With growing interest in Mediterranean, Middle Eastern, South Asian, and Latin American cuisines, ethnic flatbreads such as naan, pita, roti, and tortilla are becoming mainstream staples. This cultural exploration has expanded the range of flatbreads available in grocery stores and supermarkets, catering to a broader consumer base. Additionally, in regions experiencing significant demographic shifts, such as North America, the rising Hispanic population has notably contributed to the popularity of flatbreads. According to the Pew Research Center, the Hispanic population in the US grew by 26% from 2010 to 2022, which led to a more diverse marketplace where traditional ethnic flatbreads are available and embraced by wider demographics. Thus, the increasing multicultural population, coupled with initiatives by retailers, such as partnerships, agreements, and collaborations, is contributing to the growing popularity of ethnic cuisines that include flatbreads.

Flatbread Market Breakdown – By Region

The prevalence of celiac disease (i.e., gluten sensitivity) is rising globally. According to the Celiac Disease Foundation, as of 2022, 3 million people in America were affected by celiac disease, and ~60–70% of people remain undiagnosed in the country. It is recommended to consume a 100% gluten-free diet for celiac disease patients by doctors. As per the study published in the National Library of Medicine in 2022, the prevalence and seroprevalence of biopsy-proven celiac disease in normal populations of Saudi Arabia are 10.6% and 15.6%, respectively. The increasing number of people diagnosed with celiac disease and growing awareness for gluten-free diets are positively impacting innovations pertaining to food products.

The flatbread market analysis has been performed by considering the following segments: type and distribution channel. Based on type, the market is segmented into tortilla, pita, naan, and others. The naan segment is expected to register a significant CAGR from 2025 to 2031. Based on distribution channel, the market is segmented into supermarkets and hypermarkets, convenience stores, bakeries, online retail, and others. The supermarkets and hypermarkets segment is anticipated to hold a significant flatbread market share.

Based on type, the naan segment is expected to register a significant CAGR from 2025 to 2031. Naan is a leavened bread that is a major part of cuisines in South Asia, West Asia, Central Asia, and the Caribbeans. Naan is cooked inside a hot tandoor, a cylindrical clay and brick oven that has a dome-shaped top. The naan dough is hurled at the wall of the tandoor, where it sticks. The naan is allowed to bake until it puffs up and is charred slightly in spots. It is then removed from the tandoor with a stake. Since the tandoor has an open flame, temperatures in it often exceed 500 degrees Fahrenheit. As naan is baked in an oven it has a crisp exterior and a fluffy core while having a distinct charred flavor. Naans are often seasoned with nigella seeds to impart a slightly astringent taste to them. In India, naan is eaten with curries and vegetables. It is eaten by scooping vegetables, curries, sauces, and gravies.

In terms of revenue, Asia Pacific dominated the flatbread market share in 2024. India is a major market for flatbread in Asia Pacific. The increasing demand for convenient food options is propelling the adoption of flatbreads in India. Major market players have responded to this trend by introducing innovative products and expanding their presence across the country. Regional players such as Britannia Industries and Harvest Gold have introduced their flatbread products, capitalizing on the growing demand for traditional Indian bread. Thus, increasing urbanization, changing lifestyles, and growing preference for convenient and healthy food options contribute to the market growth.

Japan is expected to register a significant CAGR in the flatbread market from 2025 to 2031. The increasing popularity of artisanal and gourmet breads is contributing to the consumption of flatbreads in Japan. Consumers are looking for high-quality, unique, and authentic bread products that offer a distinctive taste. Flatbread manufacturers focus on providing premium and artisanal products that cater to growing demand, featuring ingredients such as truffles, herbs, and species. Due to the aging population and rising concerns about obesity and chronic diseases, consumers are seeking out healthier bread options that are low in calories, sugar, and salt. Flatbreads made with whole grains, ancient grains, and alternative flours are gaining traction as they offer a nutritious, guilt-free snacking option. Furthermore, the rising food delivery and online ordering services are contributing to the growth of the flatbread market in Japan.

The flatbread market trends include the rising preference for gluten-free products. Gluten-free options such as tortilla wraps, naan, and other flatbreads made from alternative flours (e.g., almond, rice, or chickpea) are becoming more widely available in supermarkets, specialty stores, and online platforms, allowing consumers with dietary restrictions to consume flatbreads without compromising their health. For instance, in October 2024, BFree introduced a gluten-free soft white wrap in Tesco and Asda stores, known for its softness, a quality difficult to achieve when removing gluten. The demand for gluten-free flatbreads also extends to health-conscious consumers who perceive gluten-free products as a healthier alternative. The gluten-free trend has encouraged manufacturers to focus on developing high-quality, tasty, and nutritious alternatives. Thus, the rising consumer preference for gluten-free products is expected to bring new trends in the global flatbread market in the coming years.

The flatbread market forecast can help stakeholders plan their growth strategies. Kontos Foods, GRUMA SAB de CV, FGF Brands Inc, Joseph's Bakery, Olé Mexican Foods Inc, General Mills Inc, Goya Foods Inc, Mi Rancho, Leighton Foods AS, and Toufayan Bakeries are among the prominent players profiled in the flatbread market report. These market players are focusing on providing high-quality products to fulfill customer demand. They are adopting strategies such as new product launches, capacity expansions, partnerships, and collaborations to stay competitive in the market. For instance, in January 2022, Mission Foods introduced three healthier tortilla varieties: Zero Net Carbs Sriracha Ranch, Carb Balance, and chipotle fajita sized. These Keto-certified, zero sugar, trans fats, and cholesterol tortillas cater to health-conscious consumers.

The flatbread market is segmented on the basis of type, distribution channel, and geography. Based on type, the market is segmented into tortilla, pita, naan, and others. Based on distribution channel, the market is segmented into supermarkets and hypermarkets, convenience stores, bakeries, online retail, and others. By geography, the flatbread market is broadly segmented into North America, Europe, Asia Pacific, the Middle East & Africa, and South & Central America. The North America market is further segmented into the US, Canada, and Mexico. The market in Europe is subsegmented into Germany, France, the UK, Italy, Spain, and the Rest of Europe. The Asia Pacific market is further segmented into China, India, Japan, Australia, South Korea, and the Rest of Asia Pacific. The flatbread market in the Middle East & Africa is subsegmented into South Africa, Saudi Arabia, the UAE, and the Rest of the Middle East & Africa. The market in South & Central America is further segmented into Brazil, Argentina, and the Rest of South & Central America.

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