It happens for the first time and it is an overtaking in economic terms. It is mainly young people who buy artisan panettone and increasingly also through e-commerce
The Christmas 2019 marked a turning point on the panettone. That artisanal last year it reached and passed the industrial panettone: it did, if not on the quantities sold, on the commercial value. To say this is a research carried out by CSM Bakery Solutions, active in the pastry and bakery sector and creator of the competition panettone Day, in collaboration with Nielsen, intercepting a trend that could continue to grow this year and in the future: in a market of 26.1 thousand tons and 209 million euros of panettone, the proposal artisanal grows to cover the 52% of the sub-fund value and settling a 109 million euros compared to the industrialist who retreats.
The number of families (especially young people) who buy artisanal panettone is increasing
On 9.5 million households who consume panettone, 2.4 million those who buy it artisanal with a growth of + 5.3% compared to 2018, as it led the market for the first time artisanal to overcome the economic value of the industrial one.
I'm 120 thousand families who for the first time have chosen to buy a panettone artisanal and among the new buyers the most relevant band is the one included between 25 and 34 years, Resident in central Italy, who puts first the search for a quality product, before the price, preferring Italian, sustainable and ethical brands and ingredients.
The number of households consuming exclusively panettone industrial instead, it dropped considerably by – 420 thousand compared to the previous year. Numerous families (+ 150 thousand) who have approached the consumption of both categories: artisanal and industrial.
Why do you buy an artisan panettone
The main drivers that push consumers to purchase panettone handcrafted are: presents for anniversaries, a packaging nice presentation of the product, i advice of friends and relatives as well as reviews on the web. For consumers i panettone craftsmanship are a guarantee of quality and 60% declare that they only buy from trusted shops, As well as driven by notoriety of the pastry chef, famous or contest winner.
The push for the future: premium references also in the industrial sector, e-commerce for the artisan
For the industrial market, the price leverage, with the activation of special promos, combined with a greater assortment available on the shelf, but without neglecting the possibility of increasing one's proposals for premium references, which represent the only growing segment of the category.
The market artisanal Instead, it presents potential growth that passes through three key concepts: choice of tastes (and enhancement of local recipes), extreme care of the packaging and enhancement and expansion of the different distribution channels. In addition to in-store purchases, there is space fore-commerce preferred by 20% of customers, an indication of a strong digitization of habits that is affecting the world of Italian pastry, including small workshops.
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