Why flavours from Europe offer a quality festive option

Within the EU, authenticity is ensured by the Protected Geographical Indication (PGI) and Protected Designation of Origin (PDO) quality schemes.

The EU’s recently launched ‘More Than Only Food & Drink’ campaign, seeks to strengthen awareness of the key characteristics of EU food and beverages, such as safety, quality, authenticity and sustainability and to showcase a range of products that extend far beyond the likes of Roquefort PDO cheese from France, Prosciutto Toscano PDO ham from Italy and Dehesa de Extremadura PDO ham from Spain.

Cheeses to suit all tastes

The diverse characteristics of European cheese come from the milk, terroir and techniques used in production. Lesser-known examples include: Croatia’s Paški sir PDO, which is produced from a unique breed of sheep renowned for its intensely salty milk; and Austrian Tiroler Bergkäse PDO, characterised by its powerful, fully aromatic taste from cows that graze on Alpine pastures.

According to Patrick McGuigan, cheese writer, educator and category advisor to the ‘More Than Only Food & Drink’ campaign, this year will see increased demand for soft cheeses with glazes, drizzles and toppings that bring new textures and flavours. He also believes that grazing platters with European cheeses, charcuterie and accompaniments such as nuts and honey, will be popular.

McGuigan forecasts there will be a strong market for baking cheeses, such as Camembert de Normandie PDO, Mont d’Or PDO and Brie de Meaux PDO. While blue cheeses remain popular at Christmas, more mellow blues like Gorgonzola PDO, Cambozola and Bleu d’Auvergne PDO are likely to make their way on to UK cheeseboards, alongside classic blues such as Stilton.

When it comes to capitalising on a willingness to increase spend, he suggests that cheeses also provide a great opportunity to cross-sell products from other ranges. For instance, a Queso Manchego PDO to add a Spanish touch to a Christmas cheeseboard naturally goes well with Oloroso Sherry, Rioja PDO wine, quince and olive oil crackers. Similarly, Camembert de Normandie PDO can be enhanced by Normandy cider or Calvados PGI spirit.

Toasting tradition

Rows of vines have defined European rural landscapes for centuries and France, Italy and Spain are among the largest wine producers in the world. Today, wine enthusiasts have even more to discover thanks to vineyards in Croatia, Greece, Hungary, Romania and Slovenia producing and exporting quality wines.

Wine-growing and production in Europe is still largely done by hand, and a large majority of production is undertaken by small producers.

Neil McAndrew, advisor to the EU’s ‘More Than Only Food & Drink Campaign’ and a wine industry professional of 30 years standing, expects French, Italian and Spanish wines to be the best-performing this Christmas, with Cava PDO, Crémant, Champagne PDO and Prosecco PDO predicted to have strong sales.

According to McAndrew, retailers planning to capitalise on the consumer’s desire to ‘treat’ themselves at Christmas, should stock up on wines in the £15-£20 price bracket but ensure that consumers understand the story behind the bottle. Shelf-talkers highlighting the grape variety, characteristics of the terroir and suggesting food matches can help the shopper to demystify the labels.

While still relatively small, the growth of organic and natural wines cannot be underestimated, and the sector is expected to grow at a compound annual rate of 10.4% from 2024 to 2030. Europe has responded well to this increased demand and already cultivates 90% of the grapes used in organic wines. To carry the green EU Organic label, European wine must be made with organic grapes and yeast without the use of ascorbic acid or desulphurisation.

Options for last-minute gifting

When it comes to gifting, food retailers have something to offer all tastes and can provide much needed inspiration for those who leave it late.

The EU confectionery market is substantial, projected at €63.9bn in 2024 and anticipated to grow to €83.84bn by 2030. Thanks to their distinct cultures and history, the 27 Member States offer a diverse array of popular baked goods and confectionery.

Simon Atkins has more than 35 years of experience in the UK and EU bakery industry and is advisor for the ‘More Than Only Food & Drink’ campaign. He believes that Speculoos from Belgium, which has performed well throughout 2024, is a strong flavour for the Christmas season thanks to its warming spices of cinnamon and nutmeg. Dutch Ontbijtkoek spiced cake in its traditional tins will also feature in bakery gifting along with Nordic spiced and seeded biscuits such as Pepparkakor Swedish ginger thins.

When it comes to gifts of the grown-up kind, Neil McAndrew states that the classics from Rioja PDO, Bordeaux PDO and Côtes du Rhône PDO will be popular gift choices due to the perceived quality of wines from these regions¹. He also states that, despite duty rises, sales of Port PDO and Sherry PDO are also likely to be strong, thanks to the British traditions of the festive season.

For products of exceptional quality and proven heritage, the EU offers plenty of authentic products to explore, with added assurance of quality, safety and sustainable practices throughout the Member States.

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1 Neil McAndrew, advisor to the EU’s ‘More Than Only Food & Drink Campaign’ and wine industry consultant}