Retailers could find new opportunities this Christmas by tapping into consumers’ appetite for premium European food, informal entertaining and more varied festive gifting. Experts from the EU’s More Than Only Food & Drink campaign predict that regional specialities, nostalgic flavours and products with distinctive textures will help define Christmas 2026.
The focus is no longer solely on the traditional Christmas dinner. Last year, 75% of consumers intended to enjoy at least one other celebratory meal during the festive period, while 65% of shoppers said they ‘spent freely’ on food and drink despite concerns over the cost of living.
The result is a longer and more varied period of festive consumption. Retailers can appeal to shoppers through products for seasonal drinks, Boxing Day buffets, workplace gifting, Friendsmas and personal treats. Authentic European breads, cheeses, charcuterie and confectionery bring together quality, heritage and traditional methods of production, while offering the innovation and convenience that modern shoppers increasingly seek.
Sharing takes centre stage
Gaynor Stokes, industry consultant and meat advisor to the EU’s More Than Only Food & Drink campaign, says the popularity of sharing food is creating opportunities to make premium charcuterie and accompanying products a bigger part of Christmas entertaining.
“The sharing and ‘picky bits’ trend we’ve seen growing throughout the summer won’t be disappearing at Christmas; instead, it’s evolving. While the festive lunch remains the centrepiece, consumers will be creating more informal occasions around it, from festive drinks to Boxing Day buffets. Charcuterie is perfectly suited to those moments, bringing together premium cured meats, cheeses, olives and artisan breads in a way that’s relaxed, sociable and easy to share.”
She encourages retailers to help shoppers create complete grazing boards, using complementary products to make informal occasions feel more special.
“Rather than simply offering individual deli products, retailers can inspire shoppers with complete grazing solutions that align with the festive demand for elevated, premium ingredients to make occasions feel special. Long-fermented sourdoughs, traditional rye breads and artisan crackers provide the foundation for premium sharing boards, complemented by authentic charcuterie including Prosciutto di Parma PDO from Italy; Jamón de Teruel PDO and Chorizo Riojano PGI from Spain; as well as the lesser-known Jambon d’Ardenne PGI from Belgium, Kraški Pršut PGI from Slovenia and Dalmatinski Pršut PGI from Croatia.
“Displayed alongside olives, roasted peppers, marinated vegetables and artisan preserves, these products encourage shoppers to recreate the relaxed, restaurant-style sharing occasions that increasingly define festive entertaining.”
The desire for indulgence is also supporting the premium food market, Stokes says, although consumers still expect convenience and confidence in the products they buy.
“Premiumisation will also continue to be a key trend. Shoppers want to indulge themselves with great-tasting food. This links to confidence in sourcing, welfare and wholesome ingredients, while convenience also continues to play a major role at Christmas.
“Products carrying PDO and PGI status help reinforce those credentials, providing shoppers with confidence in provenance and authenticity while giving retailers compelling stories around craftsmanship and regional heritage.”
The elevated Christmas cheeseboard
Patrick McGuigan, cheese expert and advisor to the EU’s More Than Only Food & Drink campaign, expects the cheeseboard to benefit from the continued shift towards relaxed, restaurant-inspired entertaining at home.
“We’re seeing the summer ‘picky bits’ trend translate naturally into festive entertaining. More people are staying in, opening a bottle of wine and recreating the sort of sharing plates they’d usually enjoy in a restaurant. Cheese sits right at the heart of that.
“While familiar favourites will always have a place, Christmas is the ideal time to encourage shoppers to discover something new. Alongside classics such as Comté PDO from France, celebrated for its rich, nutty flavour and long maturation, and Queso Manchego PDO from Spain, which pairs naturally with membrillo and premium charcuterie, retailers should be looking to introduce more adventurous regional cheeses, including the indulgent Brillat-Savarin PGI and washed-rind Langres PDO from France.
“Truffle cheeses will continue to be popular, especially combined with Brie, Pecorino and Gouda. I’m also starting to see Brie and Queso Manchego PDO with fillings such as wild garlic, pesto, pistachios, black garlic and different types of chili and pepper. Cheeses that have been soaked in alcohol, such as Ubriaco from Italy and Queso de Murcia al vino PGI from Spain, as well as leaf-wrapped cheeses such as Mothais sur Feuille PDO from France and Robiola from Italy, are also gaining popularity for their point of difference and visual appeal.
“Retailers can also add value by inspiring consumers with unexpected pairings that recreate restaurant-quality cheeseboards at home: serving Saint-Marcellin PGI with Noix de Grenoble PDO from France, matching Ossau-Iraty PDO from France with black cherry jam or finishing Parmigiano Reggiano PDO from Italy with aged balsamic vinegar.
“Displayed alongside artisan breads, premium charcuterie, quince paste, crackers and preserves, these combinations help shoppers recreate the sort of curated sharing boards more commonly associated with wine bars and restaurants than home entertaining.”
Premium nostalgia meets sensory innovation
Andy Baxendale, confectionery expert and advisor to the EU’s More Than Only Food & Drink campaign, says the Christmas sweet and chocolate market is increasingly balancing traditional European favourites with fresh ideas in flavour, texture and presentation.
“Christmas confectionery is increasingly balancing heritage with innovation. European classics such as Turrón de Alicante PGI and Jijona PGI from Spain, marrons glacés, pâte de fruits, marzipan and gianduja, align with the shift towards quality over quantity, offering the provenance, craftsmanship and emotional connection shoppers seek at Christmas.
“At the same time, texture is becoming a major driver of product development and innovation. Expect to see more freeze-dried inclusions, layered pralines, crunch-meets-cream formats and interactive shapes featuring across multi-texture boxes, filled baubles, layered truffles and crisp-coated caramels.
“Flavour innovation is also moving beyond simple salted caramel. Miso caramel, black sesame praline, spiced yuzu and savoury-sweet nut combinations reflect growing interest in global flavours and more complex eating experiences. Pistachio, matcha, calamansi, cardamom, caramelised white chocolate and bright sour-fruit notes are also well positioned for festive limited editions.”
Baxendale also points to a change in the way consumers approach Christmas shopping, with more small-scale celebrations and gifting occasions spread across the season.
“Friendsmas, work gifting, pre-Christmas countdowns and self-reward are turning Christmas into multiple smaller gifting and consumption moments rather than one peak occasion. This is encouraging more impulse gifting, single-night treats and hybrid products that cross confectionery with bakery and desserts; from panettone pralines and stollen-flavoured chocolate tablets to tiramisu and cheesecake-inspired formats.
“Whilst shoppers are often dazzled by innovation, EU specialities can provide further differentiation. Le Nougat Noir de Provence, Panforte di Siena PGI from Italy, Aachener Printen PGI from Germany, Spanish Polvorones de Estepa PGI and Pierniki Toruńskie from Poland all offer the nostalgia, provenance and premium gifting credentials needed for compelling festive storytelling, highlighting how classic flavours should never be overlooked.”
The strongest opportunity for retailers lies in bringing these elements together. Combining established European specialities with new flavour profiles, textures and formats, and making products relevant to the many occasions that now surround Christmas, can encourage shoppers to discover new foods, trade up to premium choices and enjoy a more memorable festive season.
