Madrid is the starting point for the international journey towards SIGEP World 2026, Italian Exhibition Group’s big event for the gelato, pastry, chocolate, coffee, bakery and pizza sectors. The roadshow in the Spanish capital, hosted by the Italian Embassy and organized in collaboration with the Italian Trade Agency and the Italian Chamber of Commerce for Spain, saw analysts, associations and key players in the Iberian foodservice sector gather for a round table discussion on the transformations taking place in urban consumption, service styles and business models.
MADRID OPENS NEW MARKET AGENDAS
A comparative analysis has shown that Spain is currently one of the most dynamic markets in Europe for out-of-home consumption. Circana data presented during the roadshow demonstrate that, among the main European countries (France, the United Kingdom, Spain, Italy and Germany), overall growth in the first nine months of 2025 was +1.8% compared to the previous year. Spain recorded an increase of +2.4% and is the country with the highest growth in both spending at foodservice establishments and the number of visits.
In this context, gelato parlours and pastry shops are still central elements in contemporary urban concepts as identifying components of the gastronomic experience, able to combine artisan quality and replicable models. The journey will proceed to Rimini, where direct working agendas between Italian companies and Spanish groups have already been planned. The exhibition destination will also be more easily accessible due to direct flights not only from Munich but also from Madrid, thus favouring the participation of buyers, chains and international operators.
INDIA GUEST COUNTRY 2026
Another strategic focus is India, which will be attending SIGEP World as guest country with a delegation of buyers, media representatives and institutions: a rapidly developing market interested in advanced food service and hospitality models.
GELATO AS A SPECIALITY SKILL INTEGRATED INTO THE FOOD SERVICE INDUSTRY
One of the central themes of SIGEP World 2026 will be gelato, the Italian frozen dessert, as a professional speciality to be integrated into the menus of restaurant chains, hotels and cafés. Thanks to Gelato Meets Chains and the international “What is Gelato?” campaign, gelato is being promoted as a speciality skill and business opportunity: restaurant chains, hotel groups and coffee shops will therefore have the tools to integrate the Italian frozen dessert permanently into their menus, transforming it into a distinctive element of their offer.
NEW SCENARIOS FOR HOTELS AND COFFEE SHOPS: TWO OBSERVATORIES ON THE CHANGING MARKET
The Luxury Hotel Food Experience will highlight emerging trends in high-end hotels through authoritative contributions and strategic visions from the academic world, food & beverage managers of large chains and pastry chefs. An operational discussion on service aesthetics, gastronomic identity and new forms of experience in premium contexts.
The Innovation Bar, on the other hand, will address the more concrete aspect of the market: how bars are changing. Intelligent robotics, optimized workflows, coffee specialities as a language rather than a fad, without forgetting new ways of consuming the beverage.
PIZZA (R)EVOLUTION: THE ENTIRE SUPPLY CHAIN TAKES THE STAGE AT THE EXPO
The pizza project is growing with the entire supply chain getting organized: toppings, dough, technologies, service models. The Pizza Arena, together with Vision Plaza, will provide a lively observatory on trends and methods with exceptional partners, including 50 Top Pizzas and international training organisations.
