‘Turrón’ – a sweet and sticky business that moves €400 million a year

Five companies account for 75% of the market for this traditional Christmas treat

A bar of ‘turrón’ from Jijona.
A bar of ‘turrón’ from Jijona.Pepe Olivares

Sales of turrón – Spain’s version of nougat – grew by more than six percent year-on-year in 2014 to reach €400 million, according to a survey carried out by business information company

Of the 29 companies surveyed, five control 75 percent of the market in this sticky sweet, which is a Christmas staple: Sanchís Mira (21%), Delaviuda (19%), Comercial Chocolates la Casa (16%), Cantalou (13%) and Industrias Rodriguez (7%).

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Traditionally made from almonds and first introduced to Spain during the Arab conquest, there are three main types of turrón: turrón de yema (made with egg yolks), turrón de Alicante (a crunchy version), and turrón de Xixena (a soft variety). But in recent years, manufacturers such as AntiuXixona and La Fama (the market leaders), have begun producing dozens of different varieties using peanuts, dried fruits, whisky, brandy, coffee, and chocolate.

Aside from their supermarket brands, the main producers of turrón also sell upmarket products with EU Protected Geographical Status: Xixona, Alacant and Agramunt.

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