Pupusa Market Size (2023 – 2030)

The Global Pupusa Market was valued at USD 514.80 million and is projected to reach a market size of USD 677.44 million by the end of 2030. Over the forecast period of 2024-2030, the market is projected to grow at a CAGR of 4%. 

Pupusa is a flatbread which is made of cornmeal or rice flour. It is usually filled with vegetables of one’s choice, meat, and cheese. This is a popular dish in El Salvador that has a historical and cultural significance from the past. Presently, they have gained recognition as a popular street food. In the future, this food will gain popularity owing to global reach and experimentation.

Key Market Insights:

Social conversations about Pupusa have increased by 12.89% over the past year.

In August 2021, vegan pupusa showed a growth rate of 10.59%.

Consumption of pupusa with salsa has grown by 55.69%.

More than 55% of the global population was unaware of this cuisine. To tackle this, awareness is being spread through various socials, advertising campaigns, and online modes.

Pupusa Market Drivers:

Culinary exploration and globalization aid market growth.

Over the years, there have been a lot of significant improvements, developments, and economic growth. Youngsters are keen on exploring new possibilities and trying different flavors. Pupusas are the go-to option in such cases. They are characterized by their unique taste, distinct flavor, and variety of available options. To spread fame about this cuisine, social media has played a pivotal role. There are many content creators and food bloggers who endorse a particular place for its taste and delight. They provide detailed descriptions of the place and the ingredients used. This can inspire their followers and fans to try out the same thereby helping the market to progress. Moreover, travel content creators help in increasing recognition. This helps to generate revenue from localities and other international tourists for the market enlargement.

Health benefits associated with Pupusa are expanding the market.

Pupusas are abundant in vitamins and minerals. Vitamins A and E are the main ones that help in the growth and development of the human body. They are a good source of phosphorous, manganese, magnesium, and selenium. The dough used is very high in fiber. The vegetable and meat fillings are nutritional and healthy. Few studies indicate that they help in weight loss although it is still debatable. One serving is estimated to hold around 10% of protein. Moreover, they contain iron and calcium as well. Due to these reasons, they are extremely popular in Central parts of America and consumed as a popular food.

An increase in the number of eating places is boosting the market.

There has been a lot of progress in the number of hotels, restaurants, and other fast-food chains over the last decade. People are keen on exploring new places and trying out new food. A diverse range of culinary options is provided including continental food. Few food places have specializations in one particular cuisine of any country. College students and couples tend to experiment and discover new places which is helping in the expansion of these places. Moreover, few roadside trucks are known for their premium taste and affordable pricing. Certain food chains sell this popular Central American cuisine.

Pupusa Market Restraints and Challenges:

Limited knowledge, health concerns, and accessibility of certain ingredients are the main challenges that are faced by this market. 

One of the major barriers in this market is limited awareness. Their history is rooted in the Salvadoran community. Therefore, marketing challenges can be created in a few regions. Secondly, even though this cuisine has certain health benefits it has a lot of calorie content and saturated fat. With the ongoing health trend, hindrances can be created. Thirdly, the availability of certain ingredients used can be an issue in a few places. Special types of cheese, fillings, and other Mexican flavors are used which might not be readily available everywhere.

Pupusa Market Opportunities:

Veganism is the practice of incorporating only plant-based diets. There has been a growing awareness about the cruelty and exploitation that animals go through for the sake of their meat or other products which they offer. Therefore, to keep up with this, vegan options are available for this cuisine. There has been an increase in the number of restaurants offering vegan options. Secondly, the customization of food products presents the market with an ample number of opportunities. Due to this, the customer can select ingredients of their choice and enjoy the taste of the food. Additionally, it is beneficial for those who have allergies to a certain ingredient allowing them to replace the same. Thirdly, healthier options by using alternatives have gained immense fame helping in the progress. Whole grain flour, low-fat cheese, lean protein, and vegetables are being used. Since fried pupusa contains an extra amount of oil and fat, there are other choices readily present. Baked options are available for people who have concerns with fried ones.

PUPUSA MARKET REPORT COVERAGE:

Pupusa Market Segmentation: By Dietary Preference

• Normal

• Gluten-Free

• Vegan

• Others

Based on dietary preference, normal pupusa are the largest growing in this market. This is owing to their taste, flavor, ingredients, authenticity, and significance over many years. However, with growing concerns about health, the environment, and the animal industry, vegan-based options are emerging to be the fastest growing in the market. Moreover, plant-based options for meat and other animal products like cheese which have the same savor are seeing a good growth.

Pupusa Market Segmentation: By Distribution Channel

• Restaurants, Fast food chains, and Hotels

• Online Retail

• Others

Based on distribution channels, restaurants, fast food chains, and hotels are the largest growing in the market. They occupy a total share exceeding 65%. This is because of factors like easier availability, different flavors, taste, and originality associated with pupusa. Additionally, customers can choose their ingredients on the spot and as per their liking. However, with the ongoing digital transformation, online retail is the fastest growing. They hold a share of around 25% in terms of revenue. This cuisine is popular in central and northern parts. So, through rising awareness and the trend to taste different food, many people are opting for online food delivery services. This makes it easier for people in other regions to buy these food products. Moreover, online retail has been offering superior customer service and ensuring the freshness of products making it an attractive choice.  

Pupusa Market Segmentation: Regional Analysis

• North America

• Asia-Pacific

• Europe

• South America

• Middle East and Africa

Based on region, North America is the largest as well as fastest growing in this market. The total revenue for this food product from North America exceeds 70%. This is mainly popular in the central parts of North America. This is due to its originality, cultural significance, popularity, demand, presence of players, and innovations with flavors. Cities like New York, Los Angeles, and Washington have Salvadoran communities thereby increasing the number of restaurants and fast-food chains along with the need to make this food product. However, South America is showing steady improvements in this market due to the immigration of Salvadoran communities in certain parts.

COVID-19 Impact Analysis on the Global Pupusa Market:

The outbreak of the coronavirus hurt the market. Lockdowns, social isolation, and movement restrictions were the new norm. Guidelines and protocols instructed the restaurants, hotels, and other fast-food chains to close down to prevent the spreading of the virus. The food & beverage industry had to undergo significant losses from this. Moreover, due to financial restrictions, many people lost their jobs. In a few other regions, there was a lack of staff to carry out day-to-day operations. There were a lot of disruptions in the supply chain, logistics, and transportation. Import-export trade was affected severely owing to these reasons. The tourism industry was closed and therefore consumption of local food by tourists saw a downturn. All these caused a major economic slowdown. However, towards the middle of the pandemic, online channels were the main source of income for many local vendors. Food delivery services through online channels increased by 52% during the pandemic as per a research study conducted by the University of Nevada. Producers started to learn new technology and ways to create an online channel for their food. With the current digitalization and upskilling of vendors, this market has started picking up and is showing a steady growth rate.

Latest Trends/ Developments:

Companies are also spending heftily to improve existing creations alongside maintaining competitive pricing. This has further resulted in increased enlargement.

One major milestone in this market is the incorporation of sustainable packaging and wraps for the food. This promotes sustainable living and piques the interest of environmentalists as well as the general public. Along with this, experimentation is being carried out concerning flavors and priority is being given to retain the authenticity of the cuisine.

Key Players:

1. Pupuseria y Restaurante Cuscatleco

2. El Rincon de Sabor

3. Los Molcajetes

4. Pupuseria Dona Azucena

5. El Salvador Restaurant

6. El Pulgarcito Pupuseria

7. El Rinconcito Pupuseria

8. El Zocalo Mexican & Salvadoran Restaurant

9. Pupuseria La Pasadita

10. Pupuseria El Salvador

In April 2023, IDB Invest closed a $40 million financing deal with Alimentos de Corporación Multi Inversiones (CMI), one of the main food and agribusiness groups in Central America. The financing would be used to increase productivity and expand CMI Alimentos operations in Guatemala, El Salvador, and Honduras.