With Christmas approaching, the Italian food industry association Unione Italiana Food has turned the spotlight back onto Italy’s most iconic holiday baked goods. Through its “Buone Fette” project, the association is celebrating Panettone and Pandoro as culinary excellence and pillars of Italian collective identity.
The initiative was showcased at the opening of the immersive installation “Vivere le Fette” in Milan, open to the public from 21 to 23 November. During the event, Unione Italiana Food presented new AstraRicerche findings detailing Italians’ emotional connection to these celebration cakes—reinforcing their status as “indisputable symbols of the holidays.”
According to the association, the installation offers an opportunity to rediscover the craftsmanship of the two products and to increase public awareness. “Panettone and Pandoro are not just Christmas desserts, but true symbols of our tradition and Italian identity,” said Luca Ragaglini, Deputy Director of Unione Italiana Food. “A State Law from 2005 guarantees their authenticity, offering consumers concrete tools to recognize quality products faithful to the official recipe and production process. For us, it is essential to promote awareness, enabling informed choices and enhancing companies’ commitment to safety and high production standards.”
A RISING GLOBAL APPETITE
Unione Italiana Food also shared updated market data, showing steady performance year over year. In 2024, production volumes for Panettone and Pandoro reached 90,000 tonnes, maintaining levels similar to 2023. The value of the sector rose to €596.3 million, confirming its economic and cultural weight.
“For producers, making Panettone and Pandoro is a commitment that allows us to honor the tradition of great Italian pastry,” said Marco Brandani, Producer and President of the Holiday Leavened Goods Group of Unione Italiana Food. “We are guardians of a Made in Italy tradition, and innovation enables us to maintain the highest quality and safety standards. The supply chain combines the selection of fine ingredients with large-scale processes inspired by artisanal methods.” Brandani also highlighted the products’ success abroad: Italian exports reached 13,468 tonnes in 2024, valued at €113 million. Key markets include France, Germany, Belgium, Switzerland and the UK, with high demand also in the United States, Canada, Australia, Brazil, and Argentina. “The appreciation of Panettone and Pandoro is global: our holiday leavened goods are synonymous with Italian identity worldwide,” Brandani added.
“TEAM PANDORO” VS. “TEAM PANETTONE”
AstraRicerche’s survey depicts Italy as a country united by passion but divided by preference.
- Pandoro leads consumption: 87% of Italians serve it at Christmas, favored especially by women, Gen Z, and emerging families, particularly in Central Italy.
- Panettone remains a timeless classic: 82.8% of consumers enjoy it, with the strongest loyalty among men and Baby Boomers, especially in the Northwest.
Despite the rivalry, 70% of Italians eat both desserts. When forced to choose, 52.6% prefer Pandoro, versus 47.4% Panettone.
Italian enthusiasm for the two sweets is growing: last year, 41.3% of respondents ate their favourite holiday cake between five and eight times, confirming a deepening cultural bond.
NEW TRENDS ARE EMERGING
The survey shows a strong preference for simplicity:
- 71.2% choose classic recipes over filled or coated versions (the latter popular mainly among Gen Z).
- 79.3% prefer Panettone and Pandoro “as they are,” pairing them primarily with sweet sparkling wine (34.5%) or coffee (31.3%).
- When choosing a product, sensory experience is central:
- 85% prioritise dough consistency
- 79.5% value balanced flavor
- 78.8% consider aroma essential
- 76.5% prefer natural leavening
- 70.2% rely on brand trust
MAJOR BRANDS AND REGULATORY PROTECTION
Large-brand Panettone and Pandoro remain top choices—41.7% and 48.8%, respectively—thanks to availability, price–quality balance, and confidence in production protocols.
Safety is also a key factor: 61.4% of Italians believe industrially produced holiday cakes undergo stricter health and hygiene controls. Those aware of the 2005 Decree that protects traditional holiday leavened goods rate it positively, with an impressive 8.12 out of 10.
A YEAR-ROUND “EMOTIONAL TREAT”
While 85.6% still see Panettone and Pandoro as holiday icons, Italians increasingly enjoy them beyond Christmas:
- 65.4% indulge as a “comfort treat”
- 56% appreciate their versatility throughout the year
- 54% report increased consumption before and after the holidays
Their emotional appeal is undeniable: 72.8% say the unmistakable aroma evokes childhood memories and shared family moments. For many, the magic of Christmas begins the instant a Panettone or Pandoro is opened and its fragrance fills the home.