Shoppers at upmarket British retailers are eschewing the traditional Christmas pudding in favour of panettone for a lighter festive dessert this year.
Panettone has been steadily growing in popularity in the UK in recent years, but retailers said demand for the Milanese bread had soared this winter.
Selfridges said it expected to sell three times more panettone than Christmas puddings after selling more than ever last Christmas, with sales up almost 25% on 2021.
Waitrose said the Italian classic was outselling Christmas pudding, with demand up 40% on this time last year, though the supermarket noted it was expecting a late surge in Christmas pudding sales.
A spokesperson for Selfridges said: “Just five years ago, most Brits would struggle to pronounce panettone or even know what it was. However, it can now be found on retailers’ shelves across the UK, and we expect to sell 120% more this Christmas.”
Panettone, which is made from sweet dough that has been cured sourdough-style to give it a light, fluffy centre, which is then studded with candied fruit, was first made by Milanese bakeries to celebrate the arrival of the Christmas season.
Although there is a traditional recipe to follow, Selfridges offers six different types of panettone, including salted caramel and chocolate orange. The retailer sells a £150 panettone hamper, which it says is “packed with inventive iterations” and has also added the cake’s flavour to many other products including chocolate and tea and even introduced a panettone advent calendar.
Selfridges’ website describes panettone as “a new undisputed champion of Christmas grub”, adding that “it’s all about panettone this year”.
Andrew Bird, the head of food at Selfridges, said: “Panettone’s delicious, sweet taste and fluffy texture make it popular with all the family, and it has certainly become a festive favourite with our customers.”
Selfridges suggests serving panettone for breakfast during the festive season, paired with afternoon coffee, or as a lighter alternative to Christmas pudding.
Waitrose has expanded its range in response to growing demand for panettone. This year, it launched the “cinnamon bunettone” — a cross between a panettone and a cinnamon bun, which the retailer says is one of its bestselling Christmas cakes.
An Asda spokesperson said the supermarket had seen growing interest in alternative Christmas dinners; for example, demand for beef wellington during the festive period rose by 1,235% last year.
Asda said its five panettone lines have sold £225,000 so far, an increase of £35,000 on last year, but added that its eight Christmas pudding products had sold £645,000 so far, up £120,000.
