LONDON, UK. August 4, 2026 – The influence of European travel on British shopping habits is extending far beyond the holiday itself, with more consumers returning home eager to recreate the flavours, traditions and social dining experiences they enjoyed abroad. Advisers from the EU’s More Than Only Food & Drink campaign believe this shift presents valuable opportunities for retailers, wholesalers and foodservice operators to introduce a broader selection of authentic regional products.
Food tourism is becoming an increasingly important source of inspiration for UK consumers, according to advisors from the campaign. As travellers immerse themselves in local markets, cafés and regional cuisines across Europe, they are developing an interest in ingredients and products that reflect genuine local heritage rather than simply buying familiar holiday favourites.
Classic imports including Feta PDO, limoncello and spritz cocktails continue to perform well, but growing numbers of consumers are now seeking out lesser-known European products with protected status and strong regional identities. That changing demand offers businesses the chance to expand their ranges with products that tell an authentic story.
Holiday traditions inspiring purchases at home
Across Europe, food is often centred around occasions that bring people together, and these traditions are increasingly resonating with UK consumers. Whether inspired by a relaxed French apéro, an Italian aperitivo before an evening meal or Spain’s traditional vermouth hour, travellers are looking to recreate not only the flavours but also the atmosphere they experienced during their holidays.
The trend creates opportunities across numerous categories, including wines, spirits, cheeses, bakery products, cured meats, fresh produce and confectionery.
France continues to introduce visitors to regional products that have yet to gain widespread recognition in the UK. Alongside regional cheeses and Crémant de Loire PDO sparkling wine, advisors highlight Lucques du Languedoc PGI olives, known for their distinctive crescent shape and delicate flavour, together with Miel de Provence PGI honey, which reflects growing consumer interest in premium regional foods with protected geographical status.
Italy’s celebrated aperitivo culture is also broadening awareness of products beyond its most recognisable exports. While Parmigiano Reggiano PDO remains a familiar choice, holidaymakers are increasingly discovering Mortadella Bologna PGI, pistachio pesto from Sicily and citrus specialities produced in Calabria using bergamot. Sparkling wines from the Trento PDO region are also gaining attention as consumers search for authentic alternatives to more widely recognised sparkling wine categories.
Spain’s regional food culture continues to introduce travellers to distinctive products including Pimentón de la Vera PDO smoked paprika, Jijona PGI nougat and premium Marcona almonds, which are becoming increasingly popular on sharing boards and aperitif menus. The country’s long-standing vermouth tradition is also inspiring consumers to recreate similar social occasions once they return home.
Bakery and confectionery are also benefiting from rising interest in food tourism. Local bakeries, neighbourhood cafés and traditional food markets are now key parts of many travel itineraries, exposing visitors to regional specialities with strong heritage. Products attracting growing attention include Germany’s Nürnberger Lebkuchen PGI and Aachener Printen PGI, Portugal’s renowned Pastel de Nata, Greece’s Melomakarona biscuits and Romania’s traditional Cozonac sweet bread. As travellers seek authentic culinary experiences, products with craftsmanship, provenance and regional identity continue to grow in appeal.
Elsewhere, Greece’s expanding reputation as a food destination is helping raise awareness of Kalamata PDO olive oil, regional honeys and traditional herbal infusions sourced from mountain botanicals. Romania’s wine regions are also introducing visitors to indigenous grape varieties such as Fetească Regală and Fetească Albă, offering retailers and hospitality businesses an opportunity to showcase wines that remain relatively uncommon in the UK.
Neil McAndrew, wine advisor for the More Than Only Food & Drink campaign, comments:
“Travel has become one of the most important routes to food and drink discovery. What is particularly interesting is that consumers are no longer returning from holiday simply looking for a bottle of wine they enjoyed in a restaurant or a cheese they tasted at a market. Increasingly, they are returning with a much broader appreciation of local food culture and the products that help define it.
“Whether it is a French apéro centred around regional specialities, an Italian aperitivo built on local ingredients and sparkling wines, or a Spanish vermouth occasion shared with friends, consumers are becoming increasingly interested in the rituals and traditions that sit behind food and drink. Those experiences create a powerful connection to products and often inspire consumers to seek them out once they return home.
“For retailers and foodservice operators, that presents a significant opportunity. Products carrying PDO and PGI status are particularly well positioned because they offer exactly what many consumers are looking for after travelling, authenticity, provenance and a genuine connection to place. These products tell a story about a region, a tradition and a way of life. As consumers become more adventurous and food tourism continues to grow, we expect increasing demand for products that allow people to recreate those experiences at home.
“We’re also seeing travellers move beyond the most familiar European products and become increasingly interested in regional specialities they may not have encountered before. Whether that’s a local sparkling wine from northern Italy, a protected olive variety from southern France, a traditional Spanish confectionery product or an indigenous Romanian grape variety, these discoveries can quickly translate into demand once consumers return to the UK. For businesses willing to embrace these emerging trends, there is a real opportunity to get ahead of the curve.”
The rapid spread of travel content on social media is further accelerating this trend, allowing regional food discoveries to reach UK audiences far more quickly than in the past. Products once known mainly within their local communities can now attract widespread consumer interest within weeks.
For retailers, wholesalers and foodservice operators, the opportunity extends beyond simply stocking new products. Presenting foods within the context of the traditions and occasions that make them special can help create stronger emotional connections with shoppers and encourage continued demand after the holiday season has ended.
