Turkish food exporters have recently shifted their export focus to lavash (tortilla) bread. In 2024, Turkey exported approximately $107 million worth of lavash, supplying products primarily to markets and restaurants in Europe, the Middle East, and the United States. The growing international demand is now driving Turkish companies to make new investments in this area, particularly among leading domestic flour producers.
Recently, food exporters have become increasingly focused on lavash exports. Last year, Turkey exported around $107 million worth of lavash (tortilla) bread, mainly to ethnic markets and restaurants across Europe, the Middle East, and the U.S. According to data from the Istanbul Exporters’ Associations, lavash bread exports reached $25.9 million in the first quarter of last year. In the same period this year, exports rose by 33.6% to $34.6 million. As reported by Mehmet H. Gülel from Dünya newspaper, significant export growth was recorded in Germany, Iraq, and the U.S. during the first quarter of the year. With demand on the rise, prominent players in the domestic flour industry are reportedly gearing up to invest in lavash production.
Global Demand for Lavash on the Rise
Interest in lavash bread has been growing rapidly worldwide, with notable demand coming from Germany, the U.S., and Middle Eastern markets. Remzi Tosun, founder of Global24, a company operating in the food sector, noted that while lavash has its roots in Mexican cuisine, it is now spreading quickly across the globe. Tosun emphasized that lavash is a relatively new category in the bread sector and continues to gain popularity each year. “Over the past three years, we’ve witnessed significant growth. Demand increases annually. Our current supplier can no longer meet capacity, so we’re now searching for a new producer,” he stated.
Tosun explained that the company exports private-label products to chain restaurants and supermarkets in the Balkans, adding that lavash is shipped to many countries in the region. Highlighting that lavash has a shelf life of six months and can be stored at room temperature, he noted that this feature plays a key role in its growing popularity.
“Previously, lavash was mainly used in the HORECA sector (hotels, restaurants, cafés), but now it’s found its way into home kitchens,” said Tosun. “What used to be baked fresh in restaurants is now being supplied as a ready-made product.” He also underlined Turkey’s emergence as a key lavash supplier for neighboring countries. “Many large restaurant chains in the Balkans now source their lavash from Turkey, and the number of manufacturers entering this market is steadily increasing,” he added.
Major Flour Producers Enter Lavash Market
Tosun also pointed out that several major flour producers have invested in this field, often quietly. He noted that lavash production does not require massive capital investments and can be achieved with automated systems by investing in production and packaging machinery. Tosun emphasized lavash's advantage in minimizing food waste: “It can be stored in the fridge, and you can take only what you need. It’s become an ideal product for families, single households, and students.”
While smaller, 10 cm lavash breads are popular among döner vendors, 25 cm versions are most in demand for home use. The most preferred packages are those containing 6, 8, or 10 pieces. Growth is not limited to exports—domestic demand is also on the rise. “Now, supermarket shelves feature six to seven different lavash brands,” Tosun explained. “Product variety is increasing. As in the Mexican and American markets, the range of lavash options in Turkey is also expanding.”
Germany Leads in Exports
Kazım Taycı, Chairman of the Istanbul Cereals, Pulses, Oil Seeds and Products Exporters' Association (İHBİR), reported that lavash exports from Turkey reached $106.9 million last year. In 2024, the top five export destinations were Germany, the U.S., Iraq, Russia, and the Netherlands.
Taycı highlighted that competitive pricing and quality are key factors behind Turkey’s appeal in lavash exports. “Turkey has modern production facilities that combine traditional methods with industrial hygiene standards. Because we produce our own flour, our costs are lower. Plus, our infrastructure is highly compatible with tortilla bread technology. Lavash is attracting significant attention, particularly in Europe, the Middle East, and the U.S. As a result, there’s been a surge in investments. Simultaneously, our companies are participating in trade fairs to explore new markets,” he said.
Domestic Machinery Spurs Production Growth
Packaging manufacturers for lavash bread noted the steadily increasing demand, stating that lavash (tortilla) was previously produced using foreign machinery. However, over the past 2–3 years, Turkish machine manufacturers have entered the field, making equipment more accessible. With the localization of machinery production, local packaging producers say that flour manufacturers have seized the opportunity to export in this segment. Several major flour producers have begun producing lavash bread, leading to increased production capacity. Demand for packaging continues to grow as a result.