Shoppers at upmarket British retailers are eschewing the traditional Christmas pudding in favor of panettone for a lighter festive dessert this year, according to The Guardian. The typical Christmas cake from Italy has been steadily growing in popularity in the UK in recent years, but retailers said demand for the Milanese bread had soared this winter.
Selfridges said it expected to sell three times more panettone than Christmas puddings after selling more than ever last Christmas, with sales up almost 25% compared to 2021. Waitrose said the Italian classic was outselling Christmas pudding, with demand up 40% on this time last year, though the supermarket noted it was expecting a late surge in Christmas pudding sales. An Asda spokesperson told The Guardian its five lines have sold £225,000 so far, an increase of £35,000 on last year, but added that its eight Christmas pudding products had sold £645,000 so far, up £120,000.
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PANETTONE FROM TRADITIONAL RECIPE TO INNOVATION
Panettone, which is made from sweet dough that has been cured sourdough-style to give it a light, fluffy center, which is then studded with candied fruit, was first made by Milanese bakeries to celebrate the arrival of the Christmas season.
Although there is a traditional recipe to follow, Selfridges offers six different types of panettone, including salted caramel and chocolate orange. The retailer sells a £150 panettone hamper, which it says is “packed with inventive iterations” and has also added the cake’s flavor to many other products including chocolate and tea, and even introduced a panettone advent calendar.
AN INTERNATIONAL ACCOLADE DEVOTED TO PANETTONE
Over the past few months, the Panettone World Cup selections have been taking place on every continent to determine the master pastry chefs who will be finalists in the 2024 World Cup. This journey through the pastry shops of the world confirms that panettone is an increasingly popular and sought-after dessert.
The inaugural Italian leg of the competition is set to unfold at Sigep 2023, the 45th International Exhibition of artisan gelato, pastry, bakery, and coffee, in Rimini from January 23 to 24.
SOUTH AMERICA
In Brazil, the annual consumption of panettone surpasses a staggering 450 million, transcending the confines of festive seasons to become a year-round indulgence. Furthermore, Brazil exports approximately 10 million panettones to North America. Following closely is Peru, with an annual production and consumption exceeding 35 million units. Notable South American producers include Argentina and Uruguay, where traditional as well as chocolate-infused panettone holds sway. The battle for the dining table during the holiday season involves a face-off with the regional staple – the Bolo de Reis, akin to its Portuguese counterpart – celebrated on January 6.
JAPAN
Attention toward panettone in Japan is experiencing significant growth, albeit in its nascent stage, and particularly flourishing in major urban hubs like Tokyo and Osaka, while remaining relatively obscure in rural landscapes.
AUSTRALIA
The typical Italian Christmas sweet is gaining substantial popularity in Australia, particularly during the festive period. The traditional variant, featuring candied fruit, dominates sales, however, the chocolate-infused counterpart is carving its niche. During the recent celebrations for the Week of Italian Cuisine in the World, panettone rightfully assumed center stage in the down under country.