US Corn Masa Industry: Market Dynamics, Growth, and Latest News in 2024
The corn masa industry in the United States has experienced significant changes in recent years, marked by a surge in consumer demand, evolving supply chains, and new investments from leading companies. With traditional foods gaining increased traction and plant-based innovations reshaping processed ingredients, the corn masa sector stands at a pivotal point in 2024. This blog delves into the latest market trends, statistical overviews, and recent news shaping the US corn masa industry.
Market Overview and Size
Corn masa—a dough made from nixtamalized corn—serves as the backbone of iconic foods like tortillas, tamales, and chips in both commercial food processing and foodservice. According to Statista and the USDA Economic Research Service, the US corn masa flour market was valued at approximately $3.1 billion in 2023 and is expected to grow at a CAGR of 4.5% between 2024 and 2028. The increasing Hispanic population and the mainstreaming of Mexican cuisine continue to drive growth. In 2023, over 50% of tortillas produced in the US were made from masa flour.
Key Market Drivers
- Demographic Trends: The US Hispanic population has grown by 24% over the past decade, according to the 2020 US Census. This surge supports demand for traditional corn masa products.
- Health and Wellness: Interest in gluten-free and whole grain foods has led to a 20% increase in demand for corn masa-based products among health-conscious consumers (IBISWorld, 2023).
- Retail & Foodservice Demand: Tortillas now rank as the #2 most popular bread type in the US, after white bread, propelling industrial masa flour production (American Bakers Association, 2023).
Industry News and Recent Developments (2024)
- Gruma SAB de CV (Mission Foods) announced a $55 million expansion of its Texas masa flour facility in March 2024, aiming to increase output by 18% to meet rising tortilla and chip manufacturer demand.
- Bunge North America acquired a minority stake in a leading organic corn masa producer in the Midwest in January 2024—part of a strategy to diversify its specialty grain portfolio.
- In February 2024, Conagra Brands relaunched its El Paso line of masa-based meal kits, citing a 14% year-on-year growth in sales for masa-based convenience foods in supermarkets.
- ADM unveiled a partnership with emerging food tech company MASAFUTURE to develop non-GMO masa flours with enhanced nutritional profiles, with pilot launches in Q2 2024.
Supply Chain Trends and Challenges
In 2023-2024, US corn production faced droughts that temporarily pushed raw commodity prices higher, increasing input costs for masa processors. According to the USDA, US corn yields declined by 3% in the 2023 harvest season, squeezing processor margins, though spring 2024 is seeing price stabilization.
The move toward sustainable agriculture is increasingly relevant. Major masa producers are expanding partnerships with regenerative corn growers and certified-organic farms. As of March 2024, about 8% of masa corn was sourced from sustainable supply chains, up from 3% in 2021.
Consumer Trends Driving Innovation
- Clean Labels: Over 68% of new corn masa products launched in 2023-2024 carried clear, simple ingredient lists.
- Demographic Breadth: While traditionally associated with Hispanic consumers, US households of all backgrounds are buying masa products—nearly 30% of non-Hispanic Americans report regular consumption of corn tortillas and chips (Pew Research, 2024).
- Flavor Innovation: New flavors like chili-lime, chipotle, and avocado are entering the masa-based snack market, contributing to a 9% uptick in flavored tortilla chip sales in Q1 2024 (NielsenIQ).
Competitive Landscape
The corn masa market in the United States is highly consolidated. Gruma (Mission Foods) accounts for over 35% of market share, followed by Cargill, Bunge, and a growing base of regional players specializing in organic and artisanal masa flour. Recent industry investment focuses on improving processing technology and expanding product lines into high-value niches such as gluten-free flours and snack applications.
Regulatory and Trade News
NAFTA/USMCA agreements remain critical to sustaining corn supply chains, as around 20% of US masa corn supply is imported from Mexico. The US and Mexico trade deal was under review in early 2024, with both countries reaffirming corn export commitments, ensuring raw material price stability for US processors.
FDA labeling regulations for masa-based products continue to evolve, particularly regarding organic and non-GMO certifications. Industry groups have been lobbying for a clarity on fortification guidelines, hoping for updated federal standards by late 2024.
Future Outlook
With a projected market size surpassing $4 billion by 2028, the US corn masa industry is positioned for robust growth. Major drivers will include product innovation, growing Hispanic demographics, retail expansion, and health-conscious trends. Yet, the industry must navigate supply chain volatility, regulatory changes, and competitive pressure from alternative grain flours.
Conclusion
The US corn masa industry in 2024 is a compelling landscape of growth, innovation, and shifting consumer preferences. With continued investment, sustainability efforts, and dynamic product development, the sector is likely to meet the evolving needs of America’s diverse consumers and maintain steady market momentum.