This year more than ever, the pastry, and in particular festive cakes, are experiencing a second youth. In recent years, in fact, the introduction of new technologies and ingredients has increasingly allowed masters to create proposals that combine the creativity and uniqueness of the artisanal product with rigorous and monitored processes, guaranteeing increasingly uniform and optimal quality.

One of the most obvious trends? The use of alternative and more sustainable ingredients, such as unconventional flours (e.g., from ancient grains or nuts), natural and organic sugars, and chocolate from ethical supply chains. Even Christmas desserts, such as panettone, are becoming more experimental: variants with longer leavening, savory fillings, exotic spices and fermented fruit notes are winning over curious palates.

From a more strictly technological point of view, the use of 3D food printers and techniques such as freeze-drying or advanced fermentation stand out, allowing for innovation in form as well as content. An iconic example of this trend is “custom-made” panettone cakes with customizations not only in taste but also in appearance. Already the star of the year-round away-from-home, single-portions with hyper-modern designs and decorations inspired by the visual arts are also conquering festive products.

Sustainability also plays a central role: eco-friendly packaging, zero-mileage ingredients and waste reduction are priority aspects in Christmas 2024 creations, underscoring a shift in consumer awareness that is bound to require greater industry commitment in the future.

Creativity, innovation and responsibility fueling a steadily growing market: according to estimates by Unione Italiana Food, the festive yeast sector is worth about 600 million euros, almost a fifth of which (19 percent, or 112 million) comes from exports. And if in Europe those who appreciate them are mainly France, Germany, Belgium, the United Kingdom and Switzerland, globally the United States, Canada, Australia, Brazil and Argentina stand out.

At Host 2025, at fieramilano - Rho from 17 to 21October 2025, the most interesting business opportunities will await pastry operators in the Pastry area.