European consumers are cutting Christmas spending but prioritising meaningful celebration. Research shows 34% are reducing festive budgets, with 47% choosing sentimental options. This creates opportunity for industrial bakers focusing on authentic traditional bakes like panettone and stollen. Success lies in positioning products as justified indulgences delivering connection. Exactly what budget-conscious consumers now seek.

Baking with Lesaffre made a notable impression at IBA 2025 in Düsseldorf last week, presenting its vision for the future of baking through an innovative stand concept and several new product developments.