Eataly anticipates bumper Christmas for global panettone sales

"The trend still favours panettone globally," says Cipolloni when asked the question of whether Eataly has seen pandoro sales overtake those of panettone across the world, a pattern which lines up with the market as a whole. "Data and industry analysis show that panettone dominates both production and sales, accounting for roughly 60-70% of the Italian holiday cake market."

Offering his view as to why panettone remains the dominant Italian festive treat around the world, Cipolloni cites two factors: its versatility and its export appeal.

"Panettone offers endless artisanal variations (e.g. chocolate, citrus, liqueur-infused, vegan…), appealing to gourmet consumers, and panettone is widely marketed as a luxury product abroad, especially in the US, France and Japan," he says.

Andrea Cipolloni

Regarding the former point, for Christmas 2025 Eataly has added a new panettone to its lineup made with three types of chocolate (dark, milk and white), and without the dried fruit or candied citrus peel.

This joins the Eataly own-label panettone range which includes the likes of a 'classic' expression, one made with limoncello, and a panettone filled with white chocolate and pistachio cream.

"These products are complemented by marrons glacés, chocolate assortments, and elegant gift boxes designed for global flagship stores," says Cipolloni.

Northern Europe

"In the UK, wine and spirits dominate," says Cipolloni when offering a summary of what shoppers at Eataly London buy for Christmas.

Beyond the booze, British customers are reportedly interested in luxury gift baskets/hampers and "artisanal panettone continues to grow in popularity, especially premium flavours like pistachio and chocolate". Perhaps the success of pistachio and chocolate panettone might be even greater this year thanks to the 'Dubai chocolate' craze.

Cipolloni notes that, along with that of the UK, the Dutch and German markets "share cultural similarities but exhibit distinct preferences" when it comes to Christmas shopping.

"In the Netherlands sweet treats and biscuits gain traction for family gatherings," continues Cipolloni. "In Germany, there is a strong sweet tradition: Germans show a strong affinity for biscotti, amaretti, and other classic Italian biscuits, alongside panettone. Chocolate and pralines: premium chocolate assortments and marron glacés are highly sought after. While wine is popular, confectionery and baked goods lead festive purchases."

Asia

Regarding Asia, where Eataly has stores in Japan and South Korea, one factor which comes into play is the extent to which these two countries celebrate Christmas, due in part to the vastly differing sizes of their Christian populations.

"Despite Japan not being a traditionally Christian country, panettone has gained traction there. Eataly’s Tokyo stores (Ginza, Nihonbashi, Harajuku, etc.) actively promote Italian holiday products, including panettone and pandoro," says Cipolloni. "Japanese consumers appreciate these items as premium seasonal gifts, aligning with their cultural emphasis on high-quality, beautifully packaged foods."

In South Korea, where around a third of the population is Christian, there are differences, with Cipolloni noting that "Christmas is widely celebrated, though with local nuances".

"Key trends in South Korea are dining out and gifting culture: Koreans often celebrate Christmas with restaurant dinners or hotel buffets rather than home-cooked meals. This aligns with Eataly’s premium dining and catering offers," he suggests. "Department stores and gourmet retailers see strong demand for high-end gift boxes, chocolates, and luxury gift baskets. Eataly’s curated gift assortments and artisanal panettone fit perfectly into this trend."

"Christmas is highly commercialised in Korea," continues Cipolloni, "with elaborate decorations and themed events in malls. Eataly can leverage this by positioning its stores as experiential destinations for festive shopping and dining. South Korea is expected to perform well for Eataly this season, especially in Seoul, where international gourmet products are considered aspirational gifts."

North America

Heading across the Pacific, Cipolloni is particularly optimistic about Eataly's Christmas prospects in the Great White North.

"The most promising market appears to be North America, especially Canada, for several reasons. There is cultural affinity, for example Toronto and other Canadian cities have a strong Italian heritage, fuelling demand for authentic Italian holiday products. In Toronto, we just opened our fourth location in Eaton Centre (after Yorkville, Sherway Gardens, and Don Mills) and we will have a 10-day series of complimentary tastings and product demonstrations, with activations from iconic Italian brands and local vendors," he shares.

"Another reason is the growing popularity of panettone: Eataly was an early trendsetter in Canada for artisanal panettone, and demand continues to rise each season."

How does Italy compare?

The success of panettone at Eataly's global locations provides an interesting insight into how the shopping habits of Italians, where Eataly has sites across the country, from Turin to Rome, differ.

"Italian customers prioritise fresh grocery and gastronomy items, especially premium pasta formats (e.g., agnolotti del plin, tortellini from Modena), artisanal salmon, and luxury delicacies like caviar. There is a strong cultural emphasis on fresh meat and seafood for holiday meals, supported by pre-order systems for counters and large-format pasta packs," shares Cipolloni. "Outside of Italy, customers lean more toward giftable items and shelf-stable products, such as panettoni, pandoro, chocolates, and marrons glacés, often packaged in premium tins or gift boxes. Wine and spirits are a major driver in markets like the UK and US, where gifting culture dominates. In North America, Eataly positions itself as a trendsetter for artisanal panettone, while in Northern Europe, biscuits and confectionery gain traction."