Bakery products hold an enduring place in celebrations all year round. Whether it’s flaky pastries, rich fruit loaves or indulgent cakes, these treats are even more coveted during the holiday season, when consumers seek premium offerings to elevate their festivities. Recognising this global fascination, the European Union (EU) has launched a three-year campaign to showcase its food and beverage sector.
The EU’s bakery and confectionery market, for example, is a powerhouse, valued at €63.9bn in 2024 and projected to reach €83.84bn by 2030. The thriving sector supports over 13,000 companies in the chocolate, biscuits and confectionery sector alone, producing 14.7 million tonnes annually and employing nearly 290,000 people. Additionally, Europe leads the world in cocoa processing, responsible for more than 35% of global grinding.
Symbols of trust
The campaign zeroes in on the key attributes of EU products – food safety, quality, authenticity and sustainability – but places a particular focus on the Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI) schemes.
A product with a PDO certification must be entirely produced, processed and prepared within a specific region, using traditional methods.
PGI is more flexible, requiring that at least one stage of production occurs in the designated area.
For the bakery sector, these certifications not only protect recipes but also provide a competitive edge in a global market where consumers increasingly prioritise authenticity, quality and sustainability.
The campaign underscores the power of storytelling in marketing, equipping bakers with tools to highlight the heritage, production methods and cultural significance of these products
The global appeal of European baked goods
European bakery goods have long been celebrated for their diversity, craftsmanship and cultural roots.
Take Panettone, for instance. This Italian sweet bread has transformed from a Milanese specialty into a global holiday staple. Its dome-shaped, buttery and slow-leavened dough, studded with candied orange, lemon zest and raisins, creates an airy crumb that strikes a balance of subtle sweetness and citrus. Modern variations, such as chocolate-filled or infused with limoncello, cater to contemporary tastes while preserving its heritage.
Likewise, Dresdner Christstollen PGI has become a seasonal favourite far beyond its German origins. The dense fruit loaf from Dresden (also known as Stollen), enriched with butter or quark for moisture, is coated in powdered sugar, symbolising winter’s snow. With some varieties concealing a marzipan core, Christstollen offers a festive and indulgent experience for global markets.
For producers, these iconic goods highlight the potential of PDO and PGI labels to differentiate their offerings. Artisanal bakeries can showcase tradition and craft, while larger producers can leverage these certifications to add premium value to their products.
Panettone
While a widely recognised Italian product, Panettone doesn’t meet the strict geographical or production process requirements necessary for PGI or PDO status. Instead, it’s regulated by Italian law, which outlines specific guidelines for its production, such as the use of natural yeast, specific proportions of butter, eggs and dried fruits, ensuring the quality and authenticity of this iconic holiday bread
Beyond the classics
While Panettone and Christstollen enjoy the spotlight, Europe’s bakery traditions offer many lesser-known treasures ripe for international discovery. These products allow bakers to diversify their offerings and introduce consumers to exciting new flavours and textures.
Whether it’s flaky pastries, rich fruit loaves or indulgent cakes, these treats are even more coveted during the holiday season, when consumers seek premium offerings to elevate their festivities
Italy’s Panforte di Siena PGI: Originating in Siena – with a history dating back to the Middle Ages – its name translates to ‘strong bread’, referring to its dense texture. The richly flavoured cake is packed with candied fruits, nuts, honey and spices, bound together to form a chewy dessert that embodies the essence of Italian festive traditions. Typically served with a dusting of caster sugar (Panforte Margherita), a more contemporary version includes cocoa (Panforte Nero).
Portugal’s Pastel de Tentúgal PGI, a cousin of the iconic Pastel de Nata: This delicate pastry originates from Tentúgal, where it was first crafted by Carmelite nuns as a way to preserve excess eggs. It’s known for its gossamer-thin sheets of hand-stretched dough (requiring great skill and precision), the pastry encases an egg-yolk custard filling known as ‘doce de ovos’.
Pastel de Nata, on the other hand, was created by monks at the Jerónimos Monastery in Belém, Lisbon. It’s puff pastry base is thicker and denser, forming a sturdy cup to hold the custard filling that is traditionally slightly blistered from high-temperature baking.
Finland’s Kainuun Rönttönen PGI: From Finland’s Kainuu region, this rustic pastry features an earthy rye crust that complements its sweet filling of mashed potatoes and tart lingonberries, reflecting the region’s resourceful use of local ingredients.
Spain’s Ensaimada de Mallorca PGI: A spiral-shaped sweet bread from Mallorca, Ensaimada is crafted from delicate dough brushed with lard (‘saim’ in Catalan). Its subtly sweet flavour and flaky texture make it versatile, whether served plain, dusted with powdered sugar or filled with ingredients like pumpkin jam, cream, or sobrassada (a savoury cured sausage spread).
In France the Gâche vendéenne PGI comes from the Vendée region of western France. The oval-shaped loaf is known for its tender crumb and fine crust, made with eggs, butter, crème fraîche, sugar and a touch of orange blossom water or vanilla, which gives it a delicate floral note. Unlike brioche, which is also enriched but more buttery, Gâche Vendéenne has a denser texture and is more bread-like in structure.
The PGI status ensures Gâche Vendéenne is made using time-honoured techniques and locally sourced ingredients, preserving its authenticity and connection to the Vendée’s culinary heritage.
Europe’s bakery industry is leveraging its rich heritage to meet the rising global demand for authentic and sustainable goods
In today’s global market, these values are becoming increasingly important. Consumers are drawn to products that combine indulgence with ethical practices, giving European bakery goods a unique edge.
Expanding the appeal
European baked goods are renowned for their versatility, extending far beyond festive tables and becoming staples of everyday life. In France, the pairing of coffee and a croissant is a morning ritual. In Sweden, cinnamon buns are an integral part of Fika, the beloved coffee break tradition, while in Portugal, Pastéis de Nata are enjoyed as a snack at any time of day. The Viennese tradition of coffee and cake is so cherished that it was recognised as an ‘intangible cultural heritage’ by UNESCO in 2011.
These traditions showcase how European bakery products are deeply woven into daily routines, but they also illustrate their adaptability to new uses. Take Panettone, for instance. While originally a Christmas dessert, it has evolved into a versatile ingredient for dishes like French toast, trifles, and bread puddings, making it a favourite for chefs and home cooks, no matter the season. Similarly, Christstollen and Lebkuchen (German gingerbread) have found a niche as premium gifting options or as ingredients in creative recipes, offering bakeries new ways to market these classic items.
To help bakeries worldwide maximise the potential of European baked goods, the EU’s marketing campaign provides a wealth of resources. The campaign underscores the power of storytelling in marketing, equipping stakeholders with tools to highlight the heritage, production methods and cultural significance of these products. By sharing the unique histories and craftsmanship behind European specialties, bakeries can forge deeper connections with their customers.
Importing PDO and PGI-certified products enables local bakeries, foodservice providers and retailers to enhance their range with provenance-based goods. These partnerships offer a chance to stand out in the competitive bakery market by introducing customers to distinctive flavours and rich stories that celebrate heritage and authenticity.
As the festive season unfolds, it’s the ideal moment to draw inspiration from Europe’s rich baking traditions and spark a new wave of global appreciation. By honouring these time-honoured practices and adapting them to fresh contexts, bakeries worldwide can unlock their potential and captivate new audiences.