It will be Christmas 2025 without too many surprises for panettone and pandoro sales. If the market for birthday yeast products closes in 2024 maintaining the previous year’s level, the operator’s forecast for this year also suggests performance in line with that already recorded. In terms of production, according to Unione Italiana Food data, the volume of the two symbols of Italian Christmas last year reached 90 thousand tons, almost stable compared to 2023, with a value reaching 596.3 million euros. Figures that prove the solidity of a sector that maintains its economic and cultural relevance, despite market challenges.
Affirmation abroad
This export then emphasizes the role of Made in Italy ambassador for the product. “In 2024, 13,468 tons were exported with a value of 113 million euros, with France, Germany, Belgium, Switzerland and the United Kingdom as the main European markets, while abroad the United States, Canada, Australia, Brazil and Argentina stand out”, as highlighted by Marco Brandani, president of the Ricurrence Leavened Group of Unione Italiana Food.
The ingredients are expensive
However, this sector has to face major challenges in terms of costs and margins for companies. «All Christmas products are not exempt from rising prices for raw materials – says Fabio Di Gianmarco, CEO of Gruppo Bauli – from butter to eggs, even raisins. “Then there is chocolate which has been quite volatile in the last few months following the increase in cocoa prices.”
Between tradition and novelty
In terms of consumption, Italian interest in these yeasted products is still strong. According to an AstraRicerche survey for Unione Italiana Food, pandoro leads Italian preferences with 87% of Italians serving it, especially favored by women, Gen Z and new families from Central Italy. Panettone was next with a very high figure of 82.8%, most preferred by men and the Baby Boomer generation from the North West. 70% of the Italian public did not give up on either of the two, although in the straight choice Pandoro won with 52.6% to 47.4%. During the last Christmas period, 41.3% of those interviewed consumed their favorite dessert between 5 and 8 times.
Tradition retains its weight: 71.2% of Italians prefer classic recipes, and 79.3% enjoy them without additions, especially accompanied by sweet sparkling wine (34.5%) or coffee (31.3%). The selection criteria favored dough consistency (85%), balanced taste (79.5%) and aroma (78.8%). Interestingly, 65.4% of those interviewed consider it a “sweet treat” even in the off-season, and 54% stated that they have increased their consumption before and after the holidays.
