Key EU trends driving desserts for the festive season and beyond

As diners seek warmth, comfort and meaning in their dining experiences, desserts are taking on new emotional and sensory importance. This festive season, three major forces are shaping menus across hospitality — nostalgia, fermentation and premiumisation — as chefs respond to consumer cravings for familiarity, craftsmanship and quality.

According to 2023 data, almost three-quarters (74%) of global consumers say they enjoy foods that remind them of childhood¹. It’s a powerful cue for chefs and restaurateurs planning festive menus, offering an opportunity to tap into memories of home baking, traditional puddings and familiar flavours — all with a refined, modern twist.

Chefs and restaurant owners looking to attract more guests during Christmas and the colder months should consider how to incorporate a sense of comforting nostalgia into their menus, offering guests a reminder of simpler times. 

Bakery industry expert Simon Atkins cites the growing popularity of traditional flavours and European bakes at Christmas: “We’re seeing inspiration from German classics like Bienenstich (bee-sting cake) and festive soft pretzels enhanced with traditional festive spices. Whilst last year we saw some unusual takes on panettone, such as passion fruit and cappuccino, this year will see a return to flavours such as gingerbread, limoncello and chocolate. Ginger, chilli and warm spices are very much central to desserts and baked goods this season, with cherry also increasingly popular.”

Simon adds that premiumisation is also driving the sweet bakery sector: “In retail, we are seeing panettone-layered trifles with French Champagne PDO and Italian Prosecco PDO infusions, and indulgent twists, such as white truffles. The French classic croquembouche has also appeared with various flavour options, and with gold threads and edible glitter added to the caramel glaze for maximum visual appeal.”

A taste for chocolate

A key aspect of this premiumisation is led by rising market demand for artisanal and premium chocolates, with a significant trend towards chocolate goods of greater quality and refinement², such as Cioccolato di Modica PGI from Italy. The EU chocolate market was valued at €47.3b in 2024, representing 43% of the global value share³.  

Simon states: “European chocolate is widely respected for its quality and ethical standards. In addition to higher welfare for farmers and a minimum cocoa content within products, EU producers are driving new flavour trends. Blonde chocolate, already popular in France, is finding favour among British consumers, as are the nougat blends developed in Germany and Italy, both of which are expected to be part of this year’s seasonal indulgence.”

When it comes to chocolate creations, flavour and texture are also key. Data shows that 66% of global consumers prefer chocolate products that have multiple flavours⁴, and 65% prefer products with multiple textures⁵. Whilst rising prices and supply issues are leading manufacturers to reduce cocoa levels in everyday desserts; by using premium chocolate to create beautiful, multi-textured desserts, chefs can provide reassurance to sustainability conscious diners.

Daily bread

Changing attitudes towards healthier eating are also having an impact on the dessert category. Concerns around ultra-processed foods⁶ and a growing interest in gut health⁷ are encouraging a return to slower fermentation processes, and this isn’t restricted to bread. 

Simon comments: “Increased awareness of gut health is driving consumers to seek less-processed options, and an appreciation of sourdough has moved on from the home-baked days of lockdown. Adding sourdough into the starters of flour-based desserts and including this in the menu description is a good way to appeal to diners aware of the method’s gentler impact on the gut.” 

Nostalgia, premiumisation, and a growing interest in less processed foods are helping shape the dessert sector.  As diners seek comfort in familiar flavours and the reassurance of quality and ethical provenance, chefs have a unique opportunity to innovate by blending traditional processes with contemporary trends. By keeping up with these changing tastes, food professionals can create memorable experiences that resonate long after the last bite.

Find out more about food from Europe

1 www.callebaut.com/en-GB/top-chocolate-trends
2 www.persistencemarketresearch.com/market-research/chocolate-confectionery-market.asp
3 www.cbi.eu/market-information/cocoa/what-demand
4 www.callebaut.com/en-GB/top-chocolate-trends
5 www.callebaut.com/en-GB/top-chocolate-trends
6 ahdb.org.uk/news/consumer-insight-consumer-concerns-around-ultra-processed-foods-gaining-traction
7 www.thegrocer.co.uk/news/tesco-survey-shows-surge-in-gut-health-diets-and-less-alcohol/699549.article