Long associated with the holiday season, panettone and pandoro are now enjoying a surge in popularity that extends well beyond Christmas. These iconic Italian pastries have become staples in bakeries and patisseries, driven by innovative flavors, the creativity of chefs, and growing visibility on social media.
Panettone, pandoro, what's the difference?
Originally from Milan, panettone is distinguished by its light brioche-like texture and generous size. Traditionally enriched with candied fruit or dried fruit, it develops a complex aromatic profile combining brioche, butter, citrus, dried fruit, and sometimes slightly alcoholic notes resulting from the long fermentation process.
Pandoro, a specialty from Verona, takes a more refined approach. Recognizable by its star shape and sprinkling of ice cream sugar, it offers a sweeter, more comforting profile, dominated by notes of brioche, butter, biscuit, and caramel, which are highly appreciated for their roundness and naturalness.
A trend amplified by social media
Panettone and pandoro remain staples of Italian food culture. Over 95% of Italians consume at least one of these two products at least once a year, confirming their status as essential holiday classics.
Source: AstraRicerche survey for the Italian Union of Food.
Digital visibility plays a key role in the revival of these products. Mentions of the word panettone on social media are 40 times higher in December than during the rest of the year, illustrating a strong seasonal effect but also an ability to generate engagement and desirability.
Source: Tastewise, USA & France, 2025.
Marked generational preferences
Pandoro is particularly popular with Gen Z, thanks to its milder taste and sensory simplicity, while panettone remains a favorite among Gen X and Gen Y, who appreciate its rich aroma and traditional character with a modern twist.
Source: Tastewise, USA & France, 2025.
Creative variations
Beyond traditional recipes, the market is being boosted by a proliferation of variations: vanilla & honey, chocolate, coffee, and even nut pastes. These variations allow brands and artisans to modernize the image of panettone and pandoro, while meeting current expectations in terms of indulgence, differentiation, and taste experience.