What are the forces shaping the upcoming festive season? And how is Europe’s dessert consumption evolving? As every year, the Sigep Christmas Observatory—the analytical lens of Italian Exhibition Group ahead of Sigep – The World Expo for Foodservice Excellence (Rimini Expo Centre, 16–20 January 2026)—provides the snapshot. Market data show a resilient sweet category: out-of-home visits slightly contracted by –0.6%, yet dessert consumption continued to climb.
“In the last twelve months, across the five main European markets, 3.2 billion desserts were consumed outside the home. The category is up 6% in Europe, and Italy posts a +2.3%. This confirms that dessert remains a non-negotiable pleasure, even in more cautious economic times,” says Matteo Figura, Out-of-Home expert and Foodservice Director at Circana Italia.
CRAFTSMANSHIP ON THE RISE: FROM SUPERFOOD TO PURPLE PANETTONE
Alongside growing consumption, attention to artisanal quality is strengthening. Veneto master pastry chef Luigi Biasetto, AMPI academic and Relais Dessert member, highlights the shift: “Despite lower purchasing power, dessert remains a refuge. In October 2025, we recorded +28% on leavened products vs. 2024, and results abroad are extraordinary: +28% in Paris, +40% in New York, +80% in Hong Kong. For Christmas 2025, we present a ‘superfood’ panettone made with wholegrain flour, seeds, thyme, honey, and turmeric, together with a version featuring ricotta, figs, and walnuts perfected through long aging tests.”
Roman maestro pastry chef and APEI vice president Marta Boccanera underscores the fine balance between creativity and quality in a context of rising costs: “The increase in raw-material prices—especially chocolate—does not help, but people continue to seek unique and surprising products. For this Christmas, we created a purple panettone with wholegrain flour rich in anthocyanins, enriched with pistachio cremino and wild strawberries. Innovating while maintaining high quality is key, without chasing last-minute shortcuts.”
A WIDER EUROPEAN VIEW: EARLY SHOPPING AND ONLINE DEMAND
From Spain, José Miguel Moreno, president of the Confederación Española de Pastelería, sees a shifting calendar: “The Christmas consumption window is expanding, and demand for baked goods is rising. Panettone is increasingly appreciated, with the pistachio variant as the most requested. Families are buying earlier, and online orders are increasing, reshaping the seasonality of our sector.”
Across the Atlantic, global pastry leader Antonio Bachour observes a renewed appetite for tradition reimagined: “Christmas trends show a return to traditional flavours, reinterpreted with modern techniques. Consumers look for clear tastes, light textures, and refined presentation. For Christmas 2025, we’re working on desserts that merge elegance and memory, such as the Golden Hour yule log with chestnut, miso-caramel, and spiced citrus, alongside re-creations of classics with praliné, dark chocolate, cranberry, and toasted nuts.”
THE NEW FRONTIER: INTERACTIVE, CUSTOMIZABLE PANETTONE
Completing the picture, emerging Rimini pastry chef Denise Vagni points to a new experiential direction: “This year’s trend pushes panettone toward a richer, more engaging dessert, capable of delivering a multisensory experience. Customers love customizing each slice with a sac à poche served on the side—filled with pistachio, hazelnut, or salted-caramel cremino. A simple gesture that transforms tasting and brings tradition into a more interactive and creative dimension.”
As Europe’s sweet category strengthens and consumer expectations rise, Christmas 2025 is poised to blend tradition, innovation, and personalisation—setting the stage for the industry’s next showcase at Sigep World 2026 in Rimini.