Campaign momentum for nougat continues with a solid rhythm, and the industry is hopeful for sales growth between 3% and 4% among those who registered in 2021. The export side has already surpassed results from the previous year, finishing the season strong before Christmas with a double-digit boost. In the national market, demand remains robust despite a 5% to 10% rise in prices driven by higher material and energy costs. Producers are actively seeking ways to cushion buyers from these cost pressures, aiming to preserve affordability while maintaining margin stability.
The industry remains optimistic about reaching its annual target. Estimates point to around 71 or 72 million nougat bars produced, according to Federico Moncunill, secretary of the Nougat Regulatory Council. In 2021, Jijona and Alicante registered 70 million bars, equivalent to 3.5 million kilograms, with 21 million of those products protected as specialty offerings.
Exports have already rebounded to pre-pandemic levels in 2021, both in volume and value, and this year shows a slight uptick of about 10%. The main markets include regions in South America and Latin America, with foreign demand accounting for roughly 13% of total sales. Orders tend to be placed months ahead of Christmas, as noted by Moncunill.
Regarding the national market, the sentiment is positive. Sales are running slightly below initial expectations, a gap attributed to weather and heat, but the outlook suggests improvement as cooler conditions arrive. Orders are strong, with projections of 3% to 4% above 2021, according to the Organizing Council Secretary.
Moncunill also spoke about cost pressures from inflation on the industry. Increases in public transport costs, energy, and raw materials like honey and sugar have prompted a concerted effort to absorb higher expenses while keeping any price rises to a minimum. While the council cannot publish a precise figure for the final product’s price increase, they stressed that some adjustment is inevitable but should not derail sales. Almonds, a fundamental ingredient for nougat, have not shown a dramatic price spike, providing some relief to producers.
Protected nougat is expected to generate around €150 million in 2022, with other varieties and Christmas desserts collectively exceeding €200 million in sales. Chocolates feature prominently as well, reinforcing Xixona’s reputation not only as the Cradle of Nougat but also as a strong cocoa center. In recent years, Xixona has been promoted as “the sweetest place in the world,” and the province leads national chocolate production, supporting about 1,000 direct jobs plus 1,000 indirect roles in the local economy. [citation from Nougat Regulatory Council]
When it comes to formats, Moncunill stresses diversity. The industry no longer relies on a single 300-gram bar; today consumers can choose from 200, 180, 150, and even 20-gram portions to suit different occasions and budgets. This flexibility helps broaden appeal and keep nougat accessible throughout the year. [citation from Nougat Regulatory Council]
Chef Kiko Moya will host a “show dinner” at the Xixona Christmas Fair
International Nougat Day and Christmas Fair
Moncunill highlighted several initiatives aimed at elevating the industry’s profile. One highlight is World Nougat Day, which continues to receive official recognition from the United Nations General Assembly for November 7. This day is supported by local authorities and the Jijona and Alicante Protected Geographical Indication, underscoring the regional identity of this confectionery. [citation from local authorities]
More than 90,000 people visit the Xixona Christmas Fair
The Christmas Fair runs from Saturday, December 3, to Thursday, December 8, taking advantage of the constitutional bridge that has become a tradition for 14 years. Attendees find it to be a standout showcase for nougat, offering not just sweets but an immersive experience that includes factory tours, a Nougat Museum, workshops, tastings, and a diverse array of activities. It’s a sensory journey where visitors can smell almonds, explore small shops, and enjoy the unique festive atmosphere. [citation from fair organizers]