Traditionally associated with end-of-year festivities, panettone and pandoro are now experiencing a significant surge in popularity well beyond the Christmas season. These iconic Italian pastries are establishing themselves as benchmarks in the bakery and pastry industry, driven by flavor innovation, chef creativity, and increasing visibility on social media.
Panettone, pandoro, what's the difference?
Originating from Milan, the panettone is distinguished by its airy brioche-like texture and rich profile. Traditionally enriched with candied or dried fruits, it develops a complex flavor profile combining brioche, butter, citrus, dried fruits, and sometimes subtle alcoholic notes resulting from its long fermentation.
The pandoro, a specialty from Verona, adopts a more refined approach. Recognizable by its star shape and dusting of powdered sugar, it offers a softer and more comforting profile, dominated by notes of brioche, butter, biscuit, and caramel, highly valued for their well-rounded and natural characteristics.
A trend amplified by social media
Panettone and pandoro remain pillars 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 resurgence of these products. Mentions of the word panettone on social media are 40 times higher in December compared to 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
The pandoro particularly appeals to Gen Z, due to its milder taste and sensory simplicity, while panettone remains a favorite among Generations X and Y, who appreciate its rich flavor profile and reinterpreted traditional character.
Source: Tastewise, USA & France, 2025.
Creative variations
Beyond traditional recipes, the market is energized by a proliferation of variations: vanilla & honey, chocolate, coffee, or nut pastes. These variations enable brands and artisans to modernize the image of panettone and pandoro, while meeting current expectations for indulgence, differentiation, and gustatory experience.