The turron, marzipan, and other festive specialties industry faces the 2026 Christmas campaign with a forecast of an increase close to 5% and the goal of surpassing 400 million euros in sales, according to data released by the Asociación Española del Dulce (Produlce).
These estimates are based on the close of 2025, when this category reached sales of 396.5 million euros, which represented growth of 10.2% compared with the previous year and the largest increase among all the families that make up the sweets industry, according to the “Informe del Sector del Dulce en España 2025”.
From the employers’ association explain that this trajectory is a response to the good performance of domestic demand and the dynamism of the foreign business, in a scenario shaped by tension in some key raw materials. For the new campaign, companies combine their classic products with launches that incorporate different flavors, new formats, and agreements with other brands and chefs.
“After the good results of 2025, we are approaching the Christmas campaign with expectations of growth of around 5%. The evolution of turrons and marzipans shows that tradition and innovation can reinforce each other,” said the Secretary General of Produlce, Rubén Moreno, who highlighted the companies’ international push and the development of proposals adapted to new preferences and occasions for consumption.
In the Spanish market, sales of this category stood at 22,600 tons in 2025. Turron accounted for 86% of consumption in value and 74.8% by volume, while marzipans accounted for 4.9% and 3.9%, respectively.
At the same time, exports grew by 7.6% in value versus 2024, reaching 72.8 million euros. The United Kingdom continued as the main destination, ahead of the United States, France, Portugal, and Germany.
Germany and the Netherlands were among the markets that recorded the biggest advances during the last fiscal year. According to Produlce, this category maintains a positive trade balance, which helps to consolidate the international outlook of Spain’s sweets industry.