IT IS NO secret that turrón manufacturers make most of their annual profits in the month before Christmas, but few of us realised that not all of these profits come from sales in Spain – quite a hefty quantity is exported.
And the USA makes up 20% of the turrón industry's international market.
This year, according to the Spanish Confectionery Association, ProDulce, profits have risen by 4% in the last 12 months.
For every euro the industry makes, 60 cents are earned in December, ProDulce reveals.
“We're looking forward to Christmas with plenty of optimism,” said a ProDulce spokesperson.
“Spanish confectionery companies are focusing on quality, innovation and diversification, and have generated great expectations among consumers.”
Some of these 'innovations' sound utterly delicious, but others may well be an acquired taste – find ut all about these, and the traditional format this staple Christmas sugar-rush takes in our article here.
Look out for the new salted caramel, caramel and chocolate, and chocolate-coated turrón blando (the soft stuff that looks and tastes a bit like very sweet peanut butter, although is actually made with almonds and honey).
They have also been produced in stick format, and in smaller pieces in assorted tray selections – the latter of which has been a hit since 2016.
ProDulce, which represents 70 of the main turrón-producers in Spain, says the sudden upsurge in demand for the product in the USA is what has mainly caused turnover to rocket by 4% in the past 12 months.
They are popular in the United States year-round, but festive seasons are when the most confectionery in general is eaten worldwide – meaning the Spanish turrón industry has two main dates to make its money on the other side of the Atlantic: Christmas and Thanksgiving.
Photograph: Turrón manufacturers for the brand Almendra y Miel – which means 'Almonds and Honey' – at work
