PurposeProtected designation of origin (PDO) and protected geographical indication (PGI) products form the core of the European Union (EU) quality food policy. Low and fragmented logo recognition perils the entire plan. This work aims to provide a “classification” of European consumers as regards logo awareness based on generic demographic and socio-economic characteristics and to test hypotheses relating PDO awareness with the purchasing behaviour of consumers.Design/methodology/approachThe work utilises publicly available pan-European databases collected from Eurobarometer in four rolling surveys from 2012 to 2017. The statistical analysis exploits the spatially nested nature of the data.FindingsThe “logo aware” consumer is distinctively different from the average representative European consumer. A range of demographic, human capital and socio-economic characteristics and behavioural and attitudinal traits differentiate the consumers who are aware of the logo. Country and region effects are vital.Research limitations/implicationsBenefits of large and representative samples accrue by utilising available Eurobarometer surveys. This comes at a cost. The individual researcher has no control over the questions included in the questionnaire.Practical implicationsConsumer classification forms the basis of awareness-raising strategies. It reveals the numerous segments of aware and non-aware consumers and opens a discussion about tools and methods to reach out to the European consumer.Originality/valueThis analysis holds an exact pan-European perspective and incorporates consumers' characteristics, behaviour, attitudes and country and region effects.