The Xixona nougat industry remains a cornerstone of the local agri-food sector, with a growing presence beyond traditional celebrations. Almonds and protected nougats are now featured in a range of products, from Bierzo goat cheese paired with Alicante nougat to Miguelitos de la Roda pastries and yogurt-based desserts. This trend highlights Xixona’s ability to adapt protected nougat into diverse formats, reinforcing the strength of the Protected Geographical Indication (PGI) quality seal.
The region’s agri-food sector faces ongoing opportunities and challenges around the Christmas campaign, inflation pressures, and year-round diversification. The PGI for Jijona and Turrón de Alicante guides these efforts, forecasting steady sales and encouraging innovations that extend beyond the holiday season. Recent estimates show a modest but meaningful sales uptick, with the sector reporting continued demand and the successful integration of nougat into a wider product range under the PGI banner.
Forecasts for the campaign point to exports dipping slightly versus last year, while the national market remains resilient in line with 2022 results. The aim is to sustain the 4 percent year-over-year growth observed during the previous Christmas period, supported by solid production and distribution networks. In 2022, about 72 million sticks of nougat were produced, with 22 percent bearing the PGI seal. This corresponds to roughly 3.5 million kilograms of protected sweets, driving revenues around 150 million euros. Beyond nougat itself, other chocolate and dessert categories continue to contribute to overall sales. International markets, including the United States and Latin America, have shown healthy export growth, while the industry has gradually returned to pre-pandemic levels observed in 2021.
Almonds stand out as a key ingredient in nougat production, a fact underscored by industry commentators. Pricing dynamics show some caution in the face of inflation, yet many nougat producers are actively working to contain costs and avoid an inflationary spiral. The almond supply has largely remained stable, helping to stabilize product pricing during the season.
Nuggets of Nougat in a Variety of Formats
Two significant developments have shaped the strategy to sell protected nougat throughout the year. First, increasing acceptance of the IGP quality seal by a growing number of products and brands. Second, the successful reintroduction of nougat into everyday foods, including Miguelitos de la Roda pastries, yogurts, ice creams, wafers, and cookies. This approach ensures that a minimum percentage of protected nougat is present in any product carrying the PGI seal, guaranteeing a consistent standard of quality. One notable recent addition is Bierzo goat cheese infused with Alicante nougat, now entering the market.
The Regulatory Council notes a persistent trend: more companies want to identify with the PGI seal and incorporate it into their offerings. To date, twenty-four products have achieved certification under the seal. Officials emphasize that the shift represents a long-term, widely accepted model, even though earlier efforts had faced setbacks.
Another milestone is the expansion of certified outputs into stores and brand-owned shops. The ambition is to raise awareness of nougat, marzipan, and chocolate year-round. Casa 1880, a flagship project launched in 2021 by the Xixona Confectionery Holding group, now operates fourteen points of sale across Spain, with a philosophy focused on year-round consumer engagement rather than seasonal spikes. Their international customer base remains a major driver of year-round activity, accounting for a large share of annual sales. The company’s network includes major cities such as Madrid, Barcelona, Malaga, Alicante, Valencia, Palma de Mallorca, Granada, Toledo, and San Sebastián.
World Nougat Day is being leveraged as a platform to promote ongoing sales. In collaboration with Xixona’s City Council and other regulators, events are organized to celebrate the industry’s heritage and its global reach. UNESCO and national cultural authorities are reviewing proposals to formalize this occasion, while regional supporters highlight Xixona as a leading cocoa producer and a symbol of confectionery excellence. The industry supports substantial employment, with thousands of direct and indirect jobs linked to the nougat sector.
In the realm of hospitality and retail, the Xixona Christmas Fair stands out as a major event. The festival runs six days, typically coinciding with a long bridge period in early December, and attracts hundreds of thousands of visitors each year. Since its inception in 2008, the fair has grown into the largest market for nougat, confectionery, and chocolate, continually expanding its footprint and offerings.
As part of the fair’s evolution, the City Council and local business associations collaborated to refresh facilities after fourteen years. The program includes children’s workshops, musical performances, storytelling, nougat cooking demonstrations, tastings, and factory tours. The event also features a gastronomic area with food trucks, seating, and a dedicated parking zone to accommodate visitors. The festive lights and a life-size nativity scene at the Barranc de la Font add to the allure of the city center during the holiday season.
Overall, the Xixona region continues to position itself as a global hub for high-quality confectionery. Its strategy blends protective certifications with year-round retail presence, expanding distribution channels and elevating consumer awareness of the PGI quality seal. The story of nougat in Xixona is one of persistence, innovation, and strong collaboration between producers, regulators, and retailers, all working together to sustain a thriving, internationally recognized industry.