The Great British Christmas cake-off: continental bakes steal the show
The flour dust has settled on the tent after The Great British Bake Off finale, but a far fiercer, and much sweeter, competition is underway on supermarket shelves: The Great British Christmas Cake-Off!
New analysis reveals that Britain’s traditional, heavy Christmas bakes are facing a full-scale continental coup. The fluffy Italian panettone and the marzipan-stuffed German stollen are not just festive visitors anymore — they are becoming staples, quickly carving out huge chunks of the market.
According to Circana, the consumer behaviour experts, British festive tastes are lightening up. Over the past three years, sales trends show a significant decline in the share held by classic Christmas cakes, while their European rivals have surged in popularity.
Panettone reigns supreme
Among all festive cake types, the towering, airy panettone is the undisputed champion. It accounted for a massive 41% of all festive cake sales between October and December 2024.
Once a niche import, the Italian favourite is winning over households with its airy texture, which, for some, comes as a welcome relief from dense fruitcake; as well as the cake’s gifting appeal: its height and premium presentation make it “Instagram-ready.”
Stollen’s sweet spot
Not to be overshadowed, the marzipan-laden German stollen is also rapidly rising. It saw its share of festive cake unit sales jump by an impressive 12 percentage points year-on-year (2023–2024).
Stollen’s success lies in its rich combination of fruit, spices, and that central ribbon of sweet marzipan, providing an indulgent yet distinct alternative. This rise has also been helped by discount retailers with strong European heritage, which have introduced the continental bake to a broader UK audience.
Lighter, brighter, better
Why the sudden shift? Ananda Roy, senior vice president at Circana, says the trend points to a desire for lighter, more shareable, and “glamorous” festive foods.
“Panettone and stollen are no longer just holiday guests, they’re becoming part of the family,” says Roy. “Lighter, shareable and a little more glamorous, they’re winning over British shoppers and showing that even the most traditional festive foods can get a fresh twist.”
As consumers increasingly seek out new flavours, premium gifting formats, and innovative twists on heritage recipes, the future of the Christmas dessert table looks decidedly European. The traditional Christmas pudding might need to start innovating if it wants to keep its crown!
