Rimini, November 26, 2024 – Whether classic or chocolate-filled, stuffed and perfect for all occasions, no one will give up on panettone this Christmas. However, once again, the classic "rivalry" with the other quintessential Christmas dessert, pandoro, is making a strong comeback.
As every year, the consumption trends in the pastry sector ahead of Christmas are under the spotlight of the SIGEP Observatory, the international exhibition for Gelato, Pastry, Bakery, Coffee, and, starting this year, Pizza, organized by IEG - Italian Exhibition Group (Rimini Fair, January 18-22, 2025, sigep.it).
THE DATA FOR CHRISTMAS 2024
According to the SIGEP Christmas 2024 Observatory by IEG, there is positive growth in European consumption: an increase of +1.5% compared to 2023 in the pastry sector, with purchases reaching €11.4 billion (Source: CREST, Circana). "In response to the rising cost of living, consumers are adopting different strategies depending on the region: in Italy and Spain, some are skipping certain menu items like desserts, while in other parts of Europe, they focus on the experiential side of pastry, which is seen as the ultimate expression of hedonistic consumption in out-of-home dining," says Matteo Figura, Out of Home Market Expert and Foodservice Director for Circana Italy.
THE IMPACT OF RAW MATERIAL COST INCREASES
Interviews conducted as part of the SIGEP 2024 Observatory reveal a significant issue: rising costs of raw materials, which have been influenced by climate change, leading to a +40% increase in the cost of hazelnuts, and +50% for chocolate, impacting the final price for consumers.
TRENDS AND NOVELTIES IN PASTRY: INSIGHTS FROM ITALIAN AND EUROPEAN MASTER PASTRY CHEFS
Giuseppe Piffaretti, Swiss master pastry chef from Canton Ticino and creator of the World Panettone Cup, comments: “Traditional panettone is an essential segment of the pastry economy in Canton Ticino, with around thirty artisanal producers. In the border areas between Switzerland and Italy, we have variations like our cake with blueberries, apricots, raisins, grappa, and chestnuts. During Christmas, the classic panettone version, especially the chocolate one, is hugely popular.”
Luigi Biasetto, Veneto-based master pastry chef and AMPI (Academy of Italian Master Pastry Chefs) member, emphasizes: "Traditional Milanese panettone is already the most requested by our clients, but the big surprise is pandoro, which is experiencing a renaissance after years of decline due to large industry market strategies. We expect a +22% increase in sales. A new product for 2024 is the Christmas Crown, similar to a Christmas wreath and decorated with seasonal fruit soaked in mulled wine and spices.”
Marta Boccanera, pastry chef in Rome and vice president of APEI (Ambassadors of Italian Pastry Excellence), predicts a 10-15% increase in panettone sales and double the volume for pandoro. However, pastry chefs will have to contend with rising raw material prices. Boccanera has also created a festive breakfast cake reminiscent of pangiallo with dried fruit, citron, and candied orange.
Roberto Rinaldini, pastry chef from Rimini and president of the Junior Pastry World Championship at SIGEP, states: “Classic panettone accounts for 40% of our sales, but there is also a growing demand for gourmet panettone, like our Dante Panettone, enriched with pistachio, wild strawberries, and cherries—ideal for holiday meals or corporate gifts.”
Christophe Louie, Parisian baker-pastry chef, shares two major novelties for Christmas: a coffee-flavored panettone with spices and pears, created in collaboration with Maison Verlet, and a panettone with algae and yuzu, designed for the aperitif world in partnership with Maison Petrossian.
José Romero, Spanish pastry chef and teacher at the EPGB Pastry School in Barcelona, highlights a growing trend in Spain: “Sales of panettone have tripled in the last ten years, though they haven’t yet reached Italian levels. We offer classic versions, as well as chocolate and pistachio variations. The quintessential Spanish Christmas sweet? Undoubtedly the Turrón de Yema, which is caramelized on top, creating a crème brûlée effect.”