It appears more Americans are taking the wrap. Thanks in part to the popularity of tortilla wraps as well as the growing Hispanic population, tortillas are now the second most popular bread in America, after white bread, according to a study announced by the Tortilla Industry Association. The round, flat bread accounts for 32 percent of sales for the U.S. bread industry, according to the study. Over the past two years, annual growth for the tortilla industry was 9 percent.