A taste for discovery: why Europe's off-the-beaten-path flavors are captivating US consumers
NEW YORK, April 2, 2025 /PRNewswire/ -- With €25.1 billion in agri-food exports to the US in October 2024, the European Union (EU) continues to lead the global food and beverage industry by embracing and responding to evolving consumer preferences in the US market.
From innovative wines, spirits and beers to a resurgence in dairy products and a growing demand for organic options, Europe's diverse offerings cater to the dynamic demands of today's US market.
Exploring Europe's emerging wine regions and thriving craft beverage scene
The European wine and spirits sector is undergoing significant change, driven by consumers seeking unique, high-quality, and sustainable products. A key trend is the growing interest in lesser-known wine regions that offer distinctive flavors and rich histories. While the Loire Valley and Rioja remain popular, countries like Slovenia, Hungary, and Croatia are gaining recognition. Slovenia's crisp Rebula and Hungary's golden Tokaji PDO (Protected Designation of Origin) captivate wine lovers looking for complex flavors, while Greece and Bulgaria introduce exceptional reds and rosés, reflecting a broader rediscovery of Europe's hidden wine gems.
This shift is largely influenced by a younger generation eager for new experiences and alternatives to craft beer and hard seltzers. Spirits remain the top choice for younger consumers, followed by beer and then wine. As preferences evolve, the EU is well-positioned to meet demand with a diverse range of artisanal beverages that blend tradition with innovation.
Beyond wine, Europe's craft beverage scene is thriving. Germany is embracing hop-forward IPAs and barrel-aged beers, while Belgium continues to innovate with Lambics and Trappist ales. Scandinavian breweries are gaining recognition for bold stouts and sours, and Central Europe is modernizing its brewing heritage with fresh takes on classic lagers and ales.
The spirits market is also expanding, led by France's Cognac PGI (Protected Geographical Indication), Armagnac PGI, and Spain's Brandy de Jerez PGI. The rise of craft gin in Spain, the Netherlands, and France reflects a broader trend of distilleries incorporating local botanicals for unique, regionally inspired flavors. The European craft spirits market, valued at USD 4.31 billion in 2025, is projected to reach USD 7.83 billion by 2030, highlighting the growing demand for premium, small-batch spirits.
Dairy products: A new era of discovery
Dairy products are experiencing a renaissance, driven by health-conscious consumers who recognize the nutritional benefits of milk and cheese. Packed with protein, calcium, and essential vitamins, and held to some of the world's highest safety standards, European dairy is increasingly sought after in markets like the US for its quality, authenticity, and craftsmanship.
Beyond well-known European cheeses, lesser-known varieties are capturing the interest of adventurous consumers. Italy's Taleggio PDO, a soft, creamy cheese with a pungent aroma and rich, earthy depth, is winning over US cheese enthusiasts looking for bold flavors. Similarly, Spain's Roncal PDO, a traditional sheep's milk cheese from Navarre, offers a firm texture and deep, nutty intensity, appealing to those seeking handcrafted, distinctive alternatives to mainstream cheeses.
Produced using time-honored techniques and sustainable practices, these cheeses showcase the diversity and innovation within Europe's dairy landscape. As American palates evolve, the demand for artisanal European cheeses is growing, driven by a desire for unique flavors that reflect tradition, terroir, and expert craftsmanship. Consumers, traders, importers and HoReCa professionals can now try out some of Europe's hidden gems at the series of dedicated events to European food and beverages throughout the year. You can find the list of events taking place across the US below.
Europe's shift towards sustainable food practices
Sustainability remains a key focus in the European food industry as consumers demand greater transparency, eco-friendly packaging, and responsibly sourced ingredients. In the US, organic product sales reached $69.7 billion in 2023, a 3.4% increase from the previous year, reflecting a broader shift toward ethical and health-conscious purchasing. EU's broader sustainable goal to create a fair, healthy, and environmentally friendly food system producing safe products also appeals to US consumers, who increasingly concern with the environmental impact of food production chains. New technologies to modernize agriculture are rolling out across the European Union to enhance sustainability across the supply chain by reducing the use of fertilizers and pesticide, tackling antimicrobial resistance, and converting 25% of EU farmland to organic farming by 2030.
The EU "More than Europe Food and Drinks, Savoring Stories" campaign continues
The EU launches the second year of its communication campaign in the United States. With a strong focus on education, the campaign will showcase the multifaceted nature of EU food categories through engaging platforms such as the European Tasty Tales podcast and the More than food US social media channels to share these narratives.
EU culinary and wine connections engaging US consumers and trade |
Our next activities: |
For more information about the Campaign, please check and follow us on:
Instagram:@MorethanfoodUS
LinkedIn: https://www.linkedin.com/company/more-than-food-us/
Email: morethanfood_US@agripromotion.eu
Website: www.more-than-food-us.campaign.europa.eu
View original content to download multimedia:https://www.prnewswire.com/news-releases/a-taste-for-discovery-why-europes-off-the-beaten-path-flavors-are-captivating-us-consumers-302417131.html
SOURCE European Union